 "Every
brand is a product (or service), but not every product (or service)
is a brand."
David Ogilvy: Ogilvy on Advertising
Your brand
is not what you say or do to your customer, it’s what they remember.
A brand is a promise that your company makes to its customer that
lives in the customer’s mind and heart. It includes all the thoughts,
feelings, associations and expectations that your customer experiences
when exposed to your company. Consequently, your relationship with
your customer (your brand) is either strengthened or weakened by
every customer contact.
When you do business you’re building a brand, whether you like
it or not.
So, even if you have no plans to undertake conventional marketing,
it is still essential that you create a compelling and unique brand
personality that’s relevant to your target customer. If you don’t,
your customers will create your brand for you.
Make sure your customers know "the real you."
If you intend to market your company by means other than costly,
time-consuming, face-to-face meetings, you must brand your company
for the simple reason that branding puts a "face" on otherwise impersonal
types of communications and media.
Every business can have a unique, powerful message.
While a good branding program often results in a logo, a marketing
slogan, ads and brochures, it begins with a clear understanding
of your target customer, your Unique Selling Proposition and your
Competitive Frame of Reference. Only when you’ve established these
critical criteria, can you develop truly powerful marketing messages—whatever
the medium of communications.
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Brand Development
JB Communications offers a brand development process that includes
a number of inter-linked components that combine to produce a powerful,
cost-effective, customer-driven marketing program.
 Baseline Research—In-person interviews
and telephone surveys among key employees, channel partners and
customers are conducted to produce a SWOT analysis (Strengths, Weaknesses,
Opportunities & Threats)
Brand Workshop—A dynamic, one-day
workshop that allows clients to bring the management team, and other
key individuals, together to:
 Focus on core marketing opportunities
Identify client hot buttons
Define the competitions’ capabilities
Reach consensus on the strongest, most
appropriate, most unique brand message.
Marketing Communications Plan—This
comprehensive document outlines a step-by-step program designed
to reach your target customer using the most cost-effective media
to deliver the most persuasive message.
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