Are you trying to attract business with a no-name, no-differences-from-competitors company identity? Branding your company, when done well, not only helps you stand out in a field of similar choices, it also helps you avoid price-shoppers and deliver results to customers that inspire loyalty. Heres why.
Headache #1: Competitors all seem the same
Put yourself in the mindset of a customer and go shopping for a company that provides what you sell. Do all the options seem pretty much the same? If so, create a memorable difference with branding. Stand for something that will set you apart.
Be faster, longer-lasting, more traditional, more fashionable, more child-friendly, organic, more international, etc. When you put this difference front and center in your company name and tag line, you become the best and possibly even the only choice for your target market.
Some companies make their mission statements available to customers as a way to communicate their operating values. Others embody their values and differentiation in advertising symbols, slogans, signage and store design. Still others rely on media coverage to get across their distinctive message....
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