The Power of the Right Branding

We commonly come in contact with companies that are frustrated with their new business development. They blame the lack of budget for their woes and wish they could increase brand awareness to attract prospects. They all make the similar comment, "If prospects only knew what we offer and how good of job we do for our customers -- we would have great sales growth!"

For some, it is not a matter of marketing budget but the lack of proper branding. Without the proper brand positioning, your product and superior performance could be your best kept secret.

Your brand provides you with the most impact and visibility regardless of the size of your advertising budget. From the sign on your office door, the front lobby receptionist to every customer contact, your brand gives you the opportunity to tell the world who you are and what you are all about. If your brand does not do that in a differentating way with conviction, it's time for you to revisit your brand platform.

Powerful brands do not need to be that complexed. Take for example the law firm Levenfeld Pearlstein. With its website as an important marketing channel, this law firm expresses its "reason for being" as simply "Unusually Good". The positioning promotes a tone and personality not normally associated with lawyers. It offers a promise as well as it sets the bar for performance for each and every employee.

The Avant Brand Development Process provides enterprises with the ability to define the correct Brand Platform that perfectly tells your story to the world. Not only does the process maximize your brand impact and communications, but it truly becomes the "rallying cry" that promotes high performance within your organization.

Be looking for the new brand identities for two clients in one of our favorite categories -- municipalities. The new brand identities for Salinas, California and University City, Missouri are scheduled for launch in early in 2012. Both brands are focused on increasing city affinity with residents while attracting prospects in both the residential and business categories.