|
Two words capture the essence of branding: congruence and alignment. Both words mean that all aspects of everything you do regarding your brand must fit together. The visual images, the verbal messages, the strategy, the market and the product must all be conveying the same thing, looking for the same thing, or providing the same thing.
That sounds simple. It's not. Google your product or service category ("donuts" or "hotels"), click on some links, and in less than a minute you can probably find instances of incongruent, misaligned branding. Are some of them yours? They may very well be. And if so, you may be so familiar with how your company presents itself, and its products or services, that you've developed a blind spot in this area. "They look fine to me — just like they've always looked."
We don't have that blind spot. We can review your marketing program to spot incongruities and explain how — and how much — each one might be hurting you.
One of the most common — and most blatant — areas of incongruity is the company's
website(s). Fortunately, this is also one of the easiest and least expensive areas to fix, bringing your site into alignment with the rest of your branding strategy. It also happens to be one of our strongest areas of expertise.
|
|
|
|
|
|
|
|
