Branding Basics

Are you losing sales
to competitors?

BRANDING
...without it, you may
have no chance to compete.

At this very moment, there are at least nine other companies competing for your existing and potential customers. All are trying to convince them to buy their goods or services instead of yours. In this competitive environment, what must take place for your company to win sales?
The buyer must be aware that you exist.
The buyer must understand what you have to offer.
The buyer must perceive you as a contender.
The buyer must view your product or service as unique from your competition.
The buyer must see you as the preferred choice.
These events have the best chance of occurring with effective branding. Without it, (at worst) the buyer may never even know that you exist, or (at best) never fully understand what your product or service offers... resulting in lost sales. Chances are, if your competition is winning sales... their branding is better than yours.
REAL-WORLD REALITY:If your competitor is better at branding than you... even if their product
or service is inferior... THEY WIN.
Whetherthe buyer encounters you online, on the phone, in your store, in your office, in print or on television, your brand is the first and most lasting impression of your business. IT IS YOUR CUSTOMER'S ENTIRE EXPERIENCE and is built at every touch point - both marketing and non-marketing - it is the environment your business creates; the collection of assets and processes through which you communicate with customers.
So, who can (and should) help you establish your brand...

Advertising agencies? Agencies are typically focused on gaining prestige by winning design awards (at your expense). Awards are absolutely worthless to you as a client, just ask your banker. Plus, agencies have high overhead – so you pay a premium. And, unless you are a large account, you will get little attention. In fact, the smaller accounts are often given to junior writers, designers and trainees.

Graphic/web designers? Designers lack marketing and sales expertise – and, tend to design materials in the style that they like, not in the way that will win you sales.

Web developers? Developers are computer people, lacking marketing and sales expertise – and, they lack multi-discipline design capabilities. But most importantly, your brand should not be decided based on one project.

Vendors? (commercial printer, advertising specialty, sign mfg., etc.) Most vendors provide in-house design services and may be very convincing, but they lack general marketing and sales expertise, and multi-discipline design capabilities – and, do not attract (or have the budgets to hire) top-notch designers. But, most importantly, your brand should not be decided based on one project.

Effective branding is not for amateurs. You need a brand and image specialist who has the experience and expertise to look at the whole picture and provide you with what you need to win sales, and at a reasonable price... you need: NewGlyphics.

Prior to founding NewGlyphics in 1996, I successfully directed the in-house advertising agencies of two
Fortune 100 companies: Computer City, a Tandy Co. (the world's largest computer retailer - now owned by CompUSA) and NCNB (formerly NationsBank, now operating as Bank of America). With NewGlyphics Marketing and Design you can benefit from brand and image expertise once reserved for Fortune 100 companies. I will pair award-winning design* with results-driven marketing techniques to position your company with a powerful presence in the marketplace.

If you are ready to make sure your brand is on the right track, give me a call at 817.303.8100.

Cordially,
Laurie Trowell
Laurie L. Trowell
President

*Yes, I have won many awards, but know that creative ideas are of no value unless results-driven.