Seven Steps to Marketing Excellence: Step Four - Branding and Brand Identity

David Byrd : Raven Call
David Byrd
David Byrd is the Founder and Chief Creative Officer for Raven Guru Marketing. Previously, he was the CMO and EVP of Sales for CloudRoute. Prior to CloudRoute, He was CMO at ANPI, CMO & EVP of Sales at Broadvox, VP of channels and Alliances for Telcordia and Director of eBusiness development with i2 Technologies.He has also held executive positions with Planet Hollywood Online, Hewlett-Packard, Tandem Computers, Sprint and Ericsson.
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Seven Steps to Marketing Excellence: Step Four - Branding and Brand Identity

The Seven Steps to Marketing Excellence are:

  1. Strategy
  2. Product
  3. Market Segmentation
  4. Brand
  5. Communications
  6. Lead Generation
  7. Sales Qualified Leads

Step Four – Branding and Brand Identity

Every business has a unique vision, strategy and business environment. These collectively define the expression of your brand and clarifies what you stand for so you can communicate your product to your audience in a way that resonates. Your brand identity is one of the most valuable assets of your business and needs to be crafted to authentically represent the business. Investing in building your brand and brand identity will help deliver your vision by differentiating you from the competition, developing a following and improving your bottom line. Your brand identity is about who you are – the product, solution or service, the quality and support you deliver to customers, and your value versus that of competitors.

Profitable companies have one thing in common. They have established themselves as a leader in their market by building a strong brand. A brand isn’t just what people can physically see in advertising and a logo but also consists of people’s perception of a company’s reputation and its customer service.  For example: If the computer you sell is the fastest on the market, then that is a feature or fact about the product. Branding leverages that speed by creating messaging around the amount of work that can be performed or the amount of time saved per day by using a faster computer. Branding can highlight the aesthetics or intangibles of having the fastest computer such as making the owner feel better about his equipment and his company. Developing each of these into strong representations for your company will in turn provide you a successful brand identity in your industry.

While there are many attributes to consider when building a brand and brand identity, it is critical to develop a consistent presence, to be liked and to be trusted. Successful branding results in:

  1. Recognition
  2. Trust
  3. Consistency
  4. Financial Value
  5. Internal Motivation
  6. Customer Acquisition

Branding enables your company to get referrals. Word of mouth referrals are the direct result of your company delivering a memorable experience with your customer.

Raven Guru will help build your vision into a recognizable brand that will leave a lasting impression for years to come.

Seven Steps to Marketing Excellence

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