6 sure signs that you have a branding problem

No long-winded listicle here. These 6 signs are short, sweet and to the point.

1. You need to launch a new corporate or product communications program, but you’re agonizing over differentiation.

2. You need to overhaul your website, but you’re struggling with the “Who We Are” page.

3. All the players in your marketplace seem to be well positioned—expect you.

4. You think a “brand” is just a logo and a tagline.

5. Your people don’t have the same elevator speech.

6. When you ask employees and customers, “Our company or product = ________,” you get a blank stare.

It’s easy to confuse a communications challenge with a branding problem. So here’s a good rule of thumb:
– If you don’t know what to say, you’ve got a communications challenge.
– If nobody knows who you are, you’ve got a branding problem.

Your brand is the sum total of everything it stands for. So, what does it stand for?

Michael Friend

Author Michael Friend

Michael is the founder and Chief Branding Officer of Experra Branding Group, LLC, a brand consultancy that works exclusively with printing, imaging, product identification, converting and substrate technology companies to deliver short-term results and long-term value. He’s a brand strategist, business consultant and creative director with a passion for helping his global enterprise clients leverage the power of branding to crystallize corporate positioning, launch differentiated products, improve business processes and increase sales.

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