Are you getting the most from your brand assets? Do you know what your brand assets are?
Are those assets meaningful and valuable, or are they merely table stakes?
The other day I was speaking with someone at what was once a fast-growing food company. Business has since stalled, in part because a core brand asset – organic products – are no longer compelling or differentiating. We agreed the road back to relevance begins with a careful reexamination of true, authentic, assets (as well as vulnerabilities). Then paving that road with messaging that motivates, and a kind of marketing GPS to chart a course that delivers on the desired destination – increased sales, a boost in enrollment, more and happier customers.
Lowand B. Hold (LBH) offers a full complement of services to better understand how effectively brand reputation is being deployed and leveraged against your competitive set. We are strong proponents of measuring progress and putting processes in place to sustain that growth including ways to address potential threats to your brand reputation (those “vulnerabilities” we just cited). Our mission is to “Help organizations grow for good.”
The first step is an internal one. A Brand Assessment determines how well the brand is aligned with your stated Purpose and Mission. How engaged are key stakeholders and what opportunities can be created to drive greater, measurable progress?
Expanding from this foundational work, an external view of the brand comes into focus by understanding brand presence and awareness on traditional and social media. How effectively are you and peers tapping social media channels, online communities, thought leaders and other influencers?
LBH is headed by me, Jon Higgins. I have provided C-suite counsel on all aspects of brand reputation, crisis and protection to clients all over the world. My professional passion is what I call “Purpose driven growth,” inspiring cross-functional teams to work together powerfully and effectively, in a single business or across a geographical region.
For more information, please have a look around our website and drop a note to me:
jon@lowandbhold.com