Are your sales sluggish? Is the competition winning? Are your efforts circular instead of moving forward? If the answers are YES, then you may need to retool your image, refocus your marketing and re-energize your company’s image.

What comes to mind when your customers hear your company name? Or better still, how do you see your company’s image? If you are uncertain, or do not have a well-defined image, it’s time to give your brand serious re-evaluation. The good news is it doesn’t have to break the bank or take years to put your branding back on track. However it does require the examination and implementation of a few critical guidelines to create a winning brand.

1. Differentiate your brand. First, you want to determine how your brand can stand out from the competition. What makes your products or services superior or unique? It is precisely this point of differentiation that separates you from the competition and creates a permanent impression in the hearts and minds of your customers. Do your homework by performing a competitive analysis: analyze competitor ads, websites, PR coverage and “fraternize with the enemy.” Also review your existing branding strategies and marketing efforts for strengths and weaknesses. Knowing where you’ve been will help take you to where you want to go.

2. Value and perception. Branding is all about sending a strong and consistent message. Once you determine your unique selling proposition, you can redefine your brand message. You want to give your customers the sizzle along with the goods. Determining what your prospects want or demand from the products or services is key to a benefits driven perception of value. Ask your customers the reasons behind their choices, monitor their perceptions of your brand and unearth the negatives. Once you complete your analysis, you can focus in on a clear and concise message. Remember you can’t be all things to all people; it only dilutes your brand. Giving customers what they really want, not what they have to settle for will result in stronger branding and increased sales.

3. Credibility. Positioning your company as a leader in its field with a history of satisfied customers will reinforce your brand image. Today’s customers are market savvy — they are informed, read reviews and in-depth information, and listen to word-of-mouth before pushing the lever to buy. Their expectations are high and want to be confident that their experiences (choices) will match the promises of the brand marketing campaigns. Nothing sabotages branding efforts faster than failing to live up to the marketing claims. By positioning your company as a leader and innovator, backed by industry best guarantees will catch the attention of the customer and have your company live up to its promises. You are raising the bar for the interests of all concerned.

4. Consistency. Every interaction a customer has with your brand must be uniform — from the messages communicated to the various marketing programs. For example, your online marketing — from website to emails — should be consistent with your offline marketing efforts. They should speak with one voice and carry a single, clear branding message. And that includes your front line sales force. We are still in the people business. With all your marketing efforts in line with your branding, your company can run more smoothly and fire on all cylinders to move you forward.

5. Objectivity. Because it is difficult to look at that marketing mirror and into the soul of your company, it is recommended to hire an outside consultant to do the heavy lifting.The Web Success Team has the experience and expertise to retool your marketing efforts and give you a strong branded image to move your business forward. Contact us today for a consultation at (818) 222-5643 or contact bob@websuccessteam.com.