How effective is your brandl

By Greg Stine President Polaris, Inc. www.polaris-inc.com

l' IKE it or not. you have a brand. l-zWhether your company has a sophisticated branding program, or you practice hit-and-miss marketing, you are communicating something (a brand) to your marketplace.

Part of the process of growing Your business in volume and profitability is to better understand qualities that make you special and communicate them effectively and consistently.

Even the smallest company, if it is to survive for the long haul, must create a brand that stands on its own. The brand, after all, is what holds and communicates much of the value and power of a successful comPany.

Even the smallest company, if it is to survive for the long haul, must create a brand that stands on its own.

place-its strength, its integrity, and its reputation (good or bad).

It is not simply how the company logo is displayed, but is the emotional bridge between Your company and your customers.

It is the sum total of all the factors that work together to create an emotional response in Your customers and ProsPects-office decor, employee dress, employee attitudes, the condition of company vehicles and facilities, the look of company literature, product quality, pricing policies, etc.

It is all those things your clients touch, see, or hear and IMMEDIATELY differentiates your company from its competition.

Focused brands are more powerful than diffused brands.

. The first brand in a category has a huge advantage.

One big idea is best-keeP it simple.

Don't neglect PR-it's a great way to build a brand.

Be consistent and patient-building a strong brand takes time.

So what is a brand?

From a business Point of view, branding in the marketplace is very similar to branding on the ranch. A branding program should be designed to differentiate your cow from all the other cattle on the range, even if all the cattle on the range look PrettY much alike.

In other words, your brand is Your company's image in the market-

For example, what do You think of when you read the word Kodak? Film, or pictures, right? MaYbe the gold color of their packaging? I'll bet you didn't think of instant pictures (maybe you would have if instead I had named Polaroid). The people that built the Kodak brand created an image that controls what you (and the rest of us) think of them. Talk about power.

Sadly, most companies know little about branding principles and/or how to implement them. Therefore, when you know who you are as a company-and everyone in your organization is able to articulate it clearlythen you have a leg uP on the comPetition. That's the power of branding.

I have identified nine fundamental qualities of a good branding program.

. Avoid sub-brands at all costshort-term success doesn't offset weakening strength in the long-term. Quality is important, but not as important as the perception of quality.

. Somehow, some way, you have to be different.

Put your brand definition in writing, otherwise you'll get off course.

Where to begin?

Decide what it is about Your company that makes you different or special, and then make sure that everything you do communicates these qualities, with consistency and clarity.

- Mr. Stine is founder, president and director of sales for marketing specialist Polaris Inc. (www.polaris-inc.com), Oakridge, Eugene and Portland, Or'

How To Boost Your Business lmage

Integral to a business' success is improving how its customers view the company. Consultant Debbie Allen, author of Confessions of Shameless Self-Promoters, provides 25 tips to improve your firm's image:

1. Stu.t to see your business through your customers' eyes.

2. rc""p a strong focus on your customer base.

3. C."ut" a unique brand identity, logo and image that are recognizable.

4. Choore your overall image and remain consistent throughout.

5. Create unique marketing that sets you apart from the rest of the world.

6. Develop a strong visual and verbal brand that clearly defines.

7 Vuy attention to details and present your best image at all times.

8. Improue and update all marketing materials.

9. C..ut" marketing materials that connect with customers emotionally.

L0. Ur" the back of business cards for additional information and/or tips.

11. ast customers for testimonials and use them in vour marketing.

12. Ut" professional signage and graphics to best represent your image.

L3. Upaut" and/or remodel your location a minimum of every seven years.

14. nir" professionals who can bring out the best in all areas.

15. S" organized so you don't become overwhelmed.

16. I-proue your listening and telephone skills.

17. nisptay products professionally and make them visually exciting.

L8. E.b.ace the latest technology and take it to the next level.

19. gecome known as the expert by writing articles for publications.

20. Oevetop great follow up and follow through in everything you do.

21. Network like a pro and support your local community.

22. Situy ahead of the industry; become a life-long learner.

23. Stuy confident and aware, but don't worry about the competition.

24.Oon'ttake things too seriously or too personal.

25. Continue to be aware of and improve your professional image every day.

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