Brand Identity Still Remains The Answer

Brandcurve is happy to have another guest poster to provide readers with another angle on branding.  Today’s guest post is written by Scott White who is President of Brand Identity Guru in Boston, Massachusetts.  So without further ado, here is Scott’s post: 

So you’ve completed your search engine optimization and now all you have to do is sit back and reap in all the new business sales. Ah, wrong. Sure you can bring the horse to water but now you have to make it drink.

This is where most companies fall flat on their face. They spend a ton of cash on internet marketing, advertising, SEO, direct mail, whatever the tactic is. But they fail to do the most important thing they can for their company, build their brand identity first.

At Brand Identity Guru we see countless prospects that have one thing in common. They don’t know who they are, how they’re better and why they do what they do. Ask them what their positioning is and rest assured you’ll have a lot of blank stares.

This seems to be par for the course when it comes to corporate branding. So the first thing a company has to do is be clear on what their brand identity is. If Volvo equals safety what does your company equal? Then you have to position properly and to the right target markets. How are you different and better?

Now you can go out and execute all the great strategies and tactics but not before. Building brand identity is the most important thing any company can do. But you have to commit to that identity and positioning. A good example of that is Geek Squad. From the cars, uniforms and badges to the full Geek Squad experience. They’re committed to their branding and it shows.

We’ve created a fun branding test to measure the strength of your brand. Click on our brand strength test to see where your company falls. Be honest and you’ll be surprised at the results.

Make sure to visit our branding blog for more information on brand identity, corporate branding and more.

Scott White is President of Brand Identity Guru a leading branding agency and brand research firm located in Boston, Massachusetts.