Please answer the following questions so that you can decide if you want to invest the next few minutes to read this article.
1. How important is clarity in messaging your value proposition?
2. How would you rate the clarity of your message on a scale of 1-10, where 1 is "opaque" and 10 is "crystal clear"?
3 min read
How to Connect Brand Messaging to Sales Conversations
Topics: messaging alignment brand value
4 min read
Brand Value Proposition and your Logo - Nobody Cares except you!
What's in a Brand?
- What's in your Brand?
- What can customers expect from your brand?
- Why should consumers choose your brand over that of your competitor?
- Is it important to have a logo as part of your brand?
- Does your logo contribute value to your brand identity?
- Should I even have a logo?
I am prompted to write this after reflecting on the changes we made as part of our recent Web-site redesign project with partner Kuno Creative and after reading this blog article, Brand Logos: The Good, the Bad, and the Ugly from Rachel Sprung of HubSpot last week.
Designing Brand Identity
In her book Designing Brand Identity, Alina Wheeler has helped thousands of companies improve their image and sharpen their brand value proposition. The following excerpts from her book are relevant to our conversation and are worthy reminders of important brand basics.- The best Brands marry intelligence and insight with imagination and craft. (Connie Birdsall, Creative Director, Lippincott.)
- Brand Identity fuels recognition, amplifies differentiation, and makes big ideas meaningful and accessible.
- A Big Idea functions as an organizational totem pole around which strategy, behavior, actions and communications are aligned. These simply worded statements are used internally as a beacon of a distinctive culture and externally as a competitive advantage that helps consumers make choices.
- The right Name is timeless, tireless, easy to say and remember; it stands for something and facilitates brand extensions.
- Creating Value is the indisputable goal of most organizations. A brand is an intangible asset -brand identity, which includes all tangible expression from packaging to websites, upholds that value.
- A Wordmark is a freestanding word or words. It may be a company name or acronym. The best brandmarks imbue a legible word(s) with distinctive font characteristics, and may integrate abstract or pictorial elements
Admarco Branding Redesign Case Study.
Topics: Admarco brand value marketing positioning
3 min read
Creating a Visual Value Proposition to Drive Sales Conversations
Connect your Value Proposition to Sales Conversations
The Visual Confection below contains a lot of information and can convey a complete understanding with minimal explanation. This is our own visual value proposition. We have integrated the following ideas, tools and methods to produce results for our clients. As you look at this series of images, think of how you could represent your own capabilities and value proposition in pictures.
Moving the Needle to Create Sustainable Sales Improvement
Most sales training efforts fail to produce real value (dotted red line), whereas the goal is to move the whole quota distribution curve to the right...green curve. This is our mission.
Four Buying Cultures
There are only four buying cultures that govern the point of sales engagement in the buying process. The closer to the start of the buying process, the higher the value in the relationship and higher profit potential.
