>>>>>> BRAND Identity <<<<<

Foundation for Conversions

Identity + Reach ^ Traction > Conversions

Designing and implementing effective positioning, tools, systems, and processes establishes a solid foundation for growth. Many budding and young ventures could benefit from a deeper understanding of how and why an effective Brand design/message positioning package marks your territory. The concept encompasses far more than just a logo and name.

Due to a high churn rate (9 out of 10 businesses fail: YouTube: 5 Reasons for STRATEGY) among the 540,000 businesses that begin monthly in the US alone, we can see the benefit in making your business memorable and instantly relevant to your targets. Planners win.

A well-crafted Brand Identity is essential to this winning strategy. Make sure yours is in place, and working for you by the time you open your doors or launch online.

Confusion about the need for, and process behind, full development of a solid Brand Identity keeps many emerging ventures in the dark about what actually drives conversion. Online propaganda, advertising, and blog posts about SEO lead less experienced business owners and executives to believe that Search Engine Optimization and analytics (tactics) are the primary road to snagging and holding visitor attention. Even worse, the promoted belief is: with enough traffic, sales will automatically follow.

This flawed logic skips past the essentials: image and message positioning effectiveness, agreement, consistency, clarity, and calls to action must be prominently integrated as a strategic core. Without a clear, clean, credible expression of Brand Identity – on a website, and throughout every other promotional channel & point of presence – there is nothing for a customer to recognize about your differentiation that will compel them to purchase from you instead of the competition.

Yet the myth prevails: “if you build it [and invest hundreds or thousands monthly in SEO], they will come.” You may eventually get traffic. Of course, even with good content-based SEO, that takes time. Bottom-line: where’s the formula for converting any traffic you may receive, regardless of its source?

That is where your Brand message serves its purpose. This core foundation shows (and briefly tells) your targets what you can offer them that other businesses cannot.

Here’s the problem: if new visitors are given no reason to stick and stay, you have lost them forever. Bounce new visitors, and lose their potential spend: revenue & profit potential for the lifetime of the customer.

Attention spans are short. People have no interest in wading through paragraphs and pages of text to find a solution to their problem when they get ready to buy. They need to be able to instantly see and realize why they should do business with you instead of the competition.

A visitor who arrives on your website with an explicit need, ready to make a purchasing decision, wants to be immediately shown why they should buy from you: what is your value proposition? If that is not evident, when a page is cluttered, disorganized, text laden, or focused on features instead of benefits…that visitor is headed to the next site.

Being prepared with an effective, compelling Brand Identity from the time of launch means making the most of every interaction. Grab attention and engage interest. Develop that interest and increase traction. Reinforce that traction by converting the visitor into a customer. Also, offer each visitor a reason to tell their friends about your business too, in order to secure quick-converting referrals.

Brand Identity development requires thinking strategically about how you want to be seen and remembered. What speaks to your audience and their needs? What will they recognize and recall about your product or service? What do you want them to associate with, and understand about, your Brand message when they see your logo?

In the same way that we select a specific suit, phone, computer, briefcase, articulated terminology, hairstyle, set of mannerisms, and posture to convey our personal image…this is the way we must consider expressing our venture’s best assets: through a cogent Brand Identity that eventually reinforces Brand Recognition as well. A name, logo, URL, image series, and/or combination of talking points that requires decoding and lengthy explanations is not going to serve our purpose.

After all, Nike, Google, Apple, Adidas, Amazon and the other big brands have spent billions in outbound marketing campaigns over decades of time to become etched in the public’s memory and psyche. Unless you have the budget for that (even if you did, you still want to address your targets and their explicit needs as a priority), craft a Brand ID that shows, rather than having to tell.

Another way to think of this is showcasing the experience of your company and its products/services. With luxury cars as your product, you may be inclined to discuss horsepower, maneuverability, performance, and other features of the vehicle. However, what makes an impression – and sells cars – is a driver behind the wheel feeling the difference: experiencing the benefits. After all, 90% of all purchasing decisions are made subconsciously.

We make in the neighborhood of 10,000 decisions every day. Decisions come faster and easier when we can follow our feelings for the right direction to take. Offers that evoke emotions always win.

Clearly, effectiveness of Brand Identity – far more than a logo, slogan, and color scheme – makes or breaks businesses every day. Companies that recognize this fact, and its importance, are the ones that endure. They find success, market share, mind share, and revenues at every stage of growth. After all, they planned for it → they designed it that way.

StrategyGBD.com

STRATEGY Global Business Development

PLAN | PROMOTE | PROFIT ©

→ Top 1% Transformational Consulting, 2001 – 2017

From Business Plans to Brand Identity (including website front-end), Marketing Strategy to Sales Optimization, Demand Analysis to Product Launch → gain gap-closing & results-producing expertise: decades of cross-industry, global, MBA-level insights for funded Startups to Fortune 500.

Award-Winning dealings with more than 1/3 of the Fortune 500 launched the Consulting Practice, and our consistently 5-star ranked range of Growth Initiatives, in 2001.

→ Clients in 18 market-leading countries worldwide.

→ Over 16 years of contributing internationally to client success!

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@StrategyGBD ~> twitter.com/StrategyGBD

Learn more or get started now: StrategyGBD.com

Time is the One Resource…

We Cannot Manufacture or Recapture ©

This title is our mantra…for a very good reason. That reason speaks for itself. Let’s take another look at why time is our most precious resource.

We are acutely aware of how – early on during each new year – a dirty word surfaces again. For one reason or another, the shame-oriented concept of procrastination begins to appear with fierce frequency.

Truth is: most who find themselves off-track from a goal or aspiration have instead actually encountered challenges or distractions. We are busy; even busier than yesterday somehow. So now, we must increase effective prioritization, and realign our focus with deliberate urgency around the important payoffs → in terms of opportunity cost.

February is nearly over. Even with an extra day this year, the month inevitably flies. January’s resolutions may have already been neglected by now, and even otherwise disappeared, as we realize that we are more than midway through Q1.

Nonetheless, life fails to pause or give us our time back. We must keep moving forward, juggling competently, and keeping all of the balls in the air.

“Only put off until tomorrow what you are willing to die having left undone.”

   ~ Pablo Picasso

It is 2016. We all pack far more into a schedule these days than we ever did before. Expectations are higher, and there is no going back to the way it used to be. Access to, and popularity of, smart phones, tablets, and other technological tools implies that we can do it all faster.

We need a strategy. Opportunity cost is often too high a price to pay.

Time Management may sound like some elusive means of wrangling organization from the otherwise current comfort zone that we modeled after a version of the Einstein desk. In truth, it is simply an apt label for: (1) understanding what needs to be done, (2) prioritizing according to value, urgency, and potential outcome, (3) seeing the prioritized tasks through to completion, and (4) reaping the reward and accomplishment that follows.

“Amateurs sit and wait for inspiration, the rest of us just get up and go to work.”

   ~ Stephen King

While it is believed that at least 20% of the population is inclined to perpetually or chronically procrastinate, another factor that influences a propensity toward deferral is distraction. Distractions abound, and have even become embedded segments of our daily lives.

They can easily occur, even in the workplace, due to the universal adoption of smart phone use. Since each social media platform or App game – for example – is designed to engage for at least a few minutes at a time, this interruption is enough to disrupt and sideline otherwise productive activities. The flow of work productivity is lost, and it takes longer to get back in that zone. That momentary distraction then becomes a compound loss.

“There is a price to pay to make the changes you want in life. There is also a price you’re already paying for staying the way you are. You have to weigh these 2 prices and decide what to do based on that comparison, and no one else can do that for you.”

   ~ Bill Harris

In fact, Psychology Today concludes that by deferring, we self-sabotage. Typically, we think of these things in terms of avoiding responsibilities, or habitually putting tasks off. So, instead of making a subconscious choice not to succeed, we can reframe this in the mind.

When we motivate ourselves by what we have to gain through action, this generates excitement. Perception is reality, and we can shape that toward success.

“Motivation is what gets you started. Habit is what keeps you going.”

   ~ Jim Rohn

Beyond self-satisfaction, effective prioritization around growth goals can lead to a spectrum of favorable outcomes. Increased earnings, enhanced trust in relationships, improved confidence, and peace of mind are just a few of the many invigorating outgrowths from a willingness to embrace and cultivate the goals and accomplishments that invigorate us along the journey.

Pleasant responses and encouragement trigger other good feelings as a reward for investing time where it will produce additional benefits. Recalling and tapping into those positive reinforcements helps to create a new series of habits: supporting improvement and growth instead of deferrals. It can take just 21 days of consistent repetition and reinforcement to begin permanently establishing a new habit. In less than a month, the need for that conscious choice in favor of your prioritized goal has simply become the new protocol: status quo.

“Take time to deliberate; but when the time for action arrives, stop thinking and go in.”

   ~ Napoleon Bonaparte

When we forget reality and assume that ample time will always be available to accomplish and experience all that intrigues us, then we are less inclined to take the necessary steps to move in the direction of our goals. By thinking in terms of the big picture first, we can develop a vision of where we want to go. Then, we can determine the more specific path to reach that destination.

Whether buying a house, pursuing a new job or client, taking a vacation or other special trip, choosing the next vehicle, or deciding where to go to school, each of these milestones deserves some forethought. By taking time to plan, and determining how to reach each milestone in pursuit, we can also savor anticipation along the way as we aproach closer and closer. Then, journey itself also becomes the very rich reward.  

StrategyGBD.com

STRATEGY Global Business Development

PLAN | PROMOTE | PROFIT ©

→ Top 1% Transformational Consulting, 2001 – 2016

From Business Plan to Brand Identity (including website front-end), Marketing Strategy to Sales Optimization, Demand Analysis to Product Launch → gain gap-closing & results-producing expertise: decades of cross-industry, global, MBA-level insights for funded Startups to Fortune 500.

Award-Winning dealings with more than 1/3 of the Fortune 500 launched the Consulting Practice, and our consistently 5-star ranked range of Growth Initiatives, in 2001.

→ Clients in more than a dozen countries worldwide.

→ Celebrating 15 years of contributing to client success!

Facebook.com/StrategyGBD

@StrategyGBD ~> twitter.com/StrategyGBD

Learn more or get started now: StrategyGBD.com