Building Brands

Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

Your strategy holds the key to whether you can walk across the barrier of your customers liking your product to loving them. The best companies take the time to figure this out and drive their companies with a well-honed and well-researched strategy. In this new age, it looks like you will need to invest in your future to ensure you have one.

Of all brands, an advocacy brand is the easiest to setup and hardest to sustain. The importance of knowing your issue and being able to stand up and evangelize it is a requirement, not the secret to success. Yet, far too many .org advocacy brands rely on just that and often find their organization lacking in funding and market dominance. Building an advocacy brand requires several keys to be successful. Here are several that are time-proven and built to last.

When a team works together in unison it can always accomplish more than a solo artist if they work together and not against each other. Success comes to teams who appreciate each team member equally regardless of their rank or experience.

Having the strongest brand possible is a necessity, not a luxury reserved for larger companies. In order to succeed today, you need an extremely well-defined brand just to stay in the game, and one way to accomplish this is to build a personal brand.

Making the brand review an ongoing practice of your organization will ensure it stays current and relevant in the market—not something you have to do, but something you want to do. That’s how the pros think about brand reviews and how they keep their brands in leadership positions.

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