Friday, 30 January 2015

How to Grow Your Brand in Uncertain Times

Growing your brand

The Perfect Time for Brand Realignment

Written by Robyn T. Braley

Two years ago the price per barrel of oil fell. With a thud! The Canadian dollar took a steep dive off of the CN tower and seems to enjoy the view from down there. 

Some companies will make it because they are able to adapt and have sustainable resources. Others will be just plain lucky. 

But while the economy is a threat to some, it provides opportunity for others. I spoke at a recent Real Estate Leasing Conference met two developers who had traveled from a neighboring province to look for rental properties they could by at distressed prices. 

This is an excellent time to examine your brand to be ready for future growth. It is a time to analyze the strengths and weaknesses of your brand in preparation for the eventual economic rebound.

What’s My Brand

A brand is what others think of your company, products or service. Do you know what they think?

Let’s create a television game show called, “What’s My Brand?” Three small business owners will be asked to write 3 one sentence descriptions of their company. Each sentence must be 15 words or less. 

Contestants will then be placed behind a curtain and have their voices disguised.

Thursday, 29 January 2015

How to Build a Multi-Million Dollar Brand

Brands must have meaning and relevance
Written by Robyn T. Braley

Brand-building is achieved by doing the same thing, in the same way – repeatedly!  

Brands are built by constantly delivering on promises to customers. Continuity, consistency and predictability are the keys.

However, being predictable doesn't mean you are rigid and don’t adapt or respond to new opportunities or threats. Further, doing the same thing for too long can put you into a rut. And, a rut, as they say, is a grave with the ends kicked out. 

What I’m trying to say is that along with consistency, building your brand requires flexibility in order to stay relevant.

The Sucky Logo
Your brand is what customers think of you, your product or service. Our company, Unimark Creativedid some marketing for an Alberta based drilling tool company that was started by two young men out of the back of a half-ton truck. Forty years later the business had grown to become a dominant supplier within the Canadian and US oil industry worth many millions of dollars.