Richard Smith, formally of ImageSmith Inc. leads the Launch Advisory Team of Brandscape™ specialists, in launching and/or developing brands by transforming great concepts and impressive ideas into real life engagement and valued customer relationships.
Richard says “There is only one branding rule that counts, Maximize Your Brand To Maximize Your Sales. Don’t spend another dollar on branding if it does not increase buying behaviors.”
Here’s how . . .
Our Brand Program: We assess how your brand stacks up to the 7 critical factors of brand image and identity using a tool we call the Brandscape Window™. The Window is made up of 4 panes, prompting the measurement of answers to 4 basic questions:
1) Is your brand messaging compelling? 2) Is your brand meaningfully differentiated? 3) How is it perceived? 4) Does your brand deliver on its promise?
Low scores, in one or more “panes,” will negatively impact your brand, market share, and revenues. Once the analysis is complete, the team develops and implements a plan to create a new brand and/or creatively tweak your current one. We then use the measurements above as metrics to track success and/or course correct for greater brand effectiveness.
The Launch Advisory Team professionals have worked to create and/or “tweak” some of the most famous brands including: Becton Dickinson, Johnson & Johnson, C. R. Bard, Endologix, Stryker Orthopaedics, Ortho Biotech, Enterex, Quest Diagnostics, Ansell Healthcare, AT&T, Merrill Lynch, Chubb, Time-Warner, Penguin, & many more.
If we can “create and/or tweak” their brand, imagine what we can do for yours!
Under Armour was just another outlet store where I took my 13 year old daughter to buy athletic ware.
Launch Advisory Team Brand Window
While there I would usually pick up some running gear for myself as well. Pictured behind the registers was a wall graphic that caught my attention. The graphic drew me into the company vision, logo and promise.
I was intrigued. I researched the company mission statement, brand and reconstructed the messaging from that wall, into the Branding Window on the left.
Recently Under Armour has been making moves to find new distribution outlets. Experts are concerned that such moves may compromise brand positioning, and that Under Armour has lost its cool factor.
Maybe so, but their brand window tells a different scenario. It is still cool to be passionate and deliver innovative products that meet the implicit promises of their mission statement. A strong sense of mission builds strong brand preference regardless of where it is distributed. Success lies in the implementation of branding strategy.
Under Armour stay the course. Be true to the WALL!
Remember: “There are no rules that limit brand identity for establishing image and perception”. Well thought out brand tweaks can extend your brand strength across many outlet segments.
The Launch Advisory Team.
PS . . . Under Armour, my 13 year old daughter says “add a Pop of Color to your fashions”.
Going after low-hanging fruit can be an effective sales and business strategy, but don’t confuse it with “Easy Pickings”. It can be harder than you think to find the fruit, and if found, the opportunity it provides is either limited, and/or may be already picked over. Experts agree that for the most part, a low hanging fruit strategy is not a long term solution. Use it to achieve short term objectives such as making the quarter, and/or as a final push to achieve the annual budget, and/or as a way to stimulate new business sales.
Making this strategy work requires that the low hanging sales are easily identified, available for harvesting and that sales and marketing programs be in place to drive success. Read more »