You can’t connect with new customers if you’re not even in the consideration set. Your target customer must know about your company, your products and services, and what differentiates them. Great branding plays a critical role. It’s the key to the awareness and recognition that get you onto your prospect’s short list.
“Perception is reality.”
Effective positioning starts with the audiences critical to your success — not just prospective buyers, but also the people who influence them. What do they need to know about you? What qualities do you want them to associate with your brand? How do you want them to see you, relative to your competitors? Branding and communications play a major role in shaping perceptions of your company, and in positioning you where you need to be in the minds of target audiences.
“By failing to prepare, you prepare to fail.”
Integrated, goals-driven marketing communications — addressing both business development and customer retention — can only be created within the context of an effective strategic communications plan. Effective planning can increase the ROI on your communications spending by helping to ensure that all are on message and mutually reinforcing.