Branding used to be a fancy business word, but it is
becoming more and more used in everyday business meetings. Finally! For
decades, big corporations have used in-house, very well paid brand
managers - someone in charge of managing everything that relates to the
brand, including design, package and partnerships. You've heard
enthusiastic talks about branding, but you are still not sure if you
should get a brand management plan going for your business.
Do you need one? Any company with the intention and
potential to become or to remain a top competitor in its field needs to
develop a sound branding strategy. And that's where the brand agency comes
in. If you have a small or medium size business, you may not be able to
pay a high salary for a full-time brand manager. If that is your case, you
can benefit from working with a brand agency, and gain access to brand
management consultants, plus an entire creative team available to work in
various projects - from graphic design to web design, Internet marketing,
advertising, media planning. Instead of working with multiple vendors that
are unaware of your branding needs, you work with one single partner
dedicated to create a stronger, more valuable brand.
Can I fire my marketing team? No! Some people think a
brand agency would do away with marketing jobs. In fact, your brand agency
would not replace your marketing department, but work with your marketing
and sales people to provide them the tools they need to market your
services more successfully, while advancing your business image.
How much does it cost? Working with a branding agency is
surprisingly affordable. Think of this: how much it would cost, per year,
to have an in-house creative department, plus a well-paid brand manager?
That could easily cost your business $200K and more in payroll, equipment
and lease expenses. With an experienced branding agency you only pay a
small fraction of the costs of maintaining such a high-level team, but you
still have full-time assistance. Besides, a branding agency can save you
thousands of dollars a year in printing and production costs, through its
suppliers and partners.
To measure how strong your brand is copy and paste:
(http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click
"Take the brand strength test". This is a short survey that measures the
strength of any company's brand. It's a great tool to see where you are
Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com),
a leading brand consulting and market research firm located in Easton,
Massachusetts, USA, near Boston.
Brand Identity Guru specializes in creating corporate and
product brands that increase sales, market share, customer loyalty, and
brand valuation. Over the course of his 15-year branding career, Scott
White has worked in a wide variety of industries: high-tech,
manufacturing, computer hardware and software, telecommunications,
banking, restaurants, fashion, healthcare, Internet, retail, and service
businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial,
Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's
largest shopping mall manager) and many others, including numerous
emerging growth companies. Scott White is a very enthusiastic speaker and
has the gift of being able to explain the principles of branding in a
compelling and entertaining manner so that people at all levels can