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.

Regardless of the type of business you run, your company’s ability to create new customer relationships is the lifeblood that will keep your company growing—not to mention profitable.

Websites are supposed to bring prospects to your company and assist you in turning them into clients, but in many cases they actually are killing these chances. So why does this happen so much of the time and what can you do about it is the million-dollar question.

Thinking there’s no foolproof system for avoiding marketing missteps completely is not a realistic expectation, but there are certain warning signs you can watch out for as you prepare your next marketing campaign.

Today’s business environment is both exciting and challenging, particularly if you are interested in growing your business to its next stage of growth. Have you developed a "Core Strategy" that defines the specific strategic initiatives you need to achieve your goals?

Having a clear vision of what you want your company to achieve and how it is going to exploit its plan is the last major key to growing a company successfully. Incremental changes are safer to make, of course, but will rarely produce the rapid growth that a daring strategy can.

Strategy has become an often-used word that is applied to many circumstances and areas of business. There are strategies for sales, technology, marketing, HR, and the list goes on and on. As a strategist I actually welcome this, however, it seems that its constant use has somewhat changed its meaning over the years.

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