Smarter Marketing & Branding

The more people have to think about whether to do business with you or a competitor, the more it costs you. Why? Because,

Ideally, you want prospective clients or customers to think of you first! Smarter Marketing can help increase your mindshare, lower your cost of sales, and build your business. Here's how:

If prospective clients aren't sure how you are different from your competitors, you don't stand out. They have to think too much about who they might do business with, and that costs you. If you appear to be just another banker, baker, or candlestick maker, your marketing and sales costs are higher with every prospect.

Instead, you need clear and persuasive differentiation. That way, prospective customers don't have to think about whether your company is any different from any of the others. They know.

Here is a prime example of what having a strong brand can do: When you think of income tax preparation services, what name comes to mind first? H&R Block. For someone who doesn't have an accountant and doesn't want to prepare his own taxes, the choice is H&R Block or someone else. There isn't even a second choice! All of the other tax preparation firms, large and small, are included in "someone else."

Are you the H&R Block, and are you the "someone else"? Think what having a strong brand could accomplish for your business.

Once we have resolved how to differentiate and brand your business, we then have to determine how to communicate that to your prospective customers. It is the rare business that clearly communicates its unique message in a way that, a) truly engages its target audience, and b) is highly memorable.

The strongest brands have messages that resonate with their audiences, like Nike's "Just do it." Developing an engaging, memorable marketing and branding message can reap major rewards.

With your brand strategy established and your marketing message crafted, executing consistently across media increases your memorability, reinforces your brand image, and boosts your mindshare. Consistency is essential!

You want prospects to immediately recognize, whenever they see an ad, Web site, brochure, mailer, or even a business card, that it is for the your company. That way, your consistent branding and messaging can resonate with them without them having to think about it. That is Smarter Marketing!

See our case studies for examples of the Smarter Marketing we have done for other clients. Then think no further – give Reid a call at (415) 456-6265. Or email him.

Reid Neubert + Friends – Strategic Branding & Marketing Consultants in the San Francisco Bay Area.