Benefits of a Strong Brand, Part 3 – Create Stronger, More Cost-Effective Marketing

Continuing with our blog series, here is another client story that shows a third valuable benefit of having a clear and relevant brand:

Benefits of a Strong Brand- Franciscan Media - Brand Specialist Blog imageTwo years ago I helped a 120-year-old Catholic media company rebrand itself. This company had a hand in many areas: they published the leading national Catholic magazine in the U.S. as well as two separate book imprints, ran one of the top five Catholic websites in the world, produced a nationally syndicated radio program, had a large audio/video line, ran an educational resources division, maintained a popular e-card business, and was beginning to produce apps and digital products. Each was a separate business unit. Many had been acquired over the decades and carried a unique brand or identity. I used HeLT’s corporate branding approach with this client, including our C.O.R.E.E. Brand Positioning Process and supporting marketing research…. Learn More…

Benefits of a Strong Brand, Part 1 – Increase Your Value to Your Target Clients/Customers

Here’s a quick client anecdote that illustrates an important benefit gained from a well-defined and strong brand:

Benefits of a Strong Brand - ProfessorsChoice.com - Brand Specialist Blog imageA few years back, HeLT worked with a publishing industry client who had started a new business unit that used state-of-the-art technology to produce custom textbooks for university professors.  Professors who could not find the course book they wanted could use the client’s service to design their own custom, hardcover, professional-looking textbook.  The client felt they had a pretty good idea of what their brand values would be before using our C.O.R.E.E. Brand Positioning Process: they knew choice and cost-savings were important values to their target customer.

Learn More…

Branded Coffee Mugs & More — a HeLT Client Puts Their Branding to Use, with Results

Putting Branding to Use - The Steve Trautman Co. Branded Coffee MugA few weeks ago I was fortunate to attend the all-company 2013 kick off meeting of a client, The Steve Trautman Co. This Seattle-based client runs a consulting company that has been setting the gold standard in knowledge transfer solutions for the past decade and serves a blue chip client list, such as Boeing, Microsoft, Costco, Nike, Goodyear, Cadbury, Electronic Arts, and others. HeLT began working with The Steve Trautman Co. in 2010 and led the company through a rebranding, using our C.O.R.E.E Brand Positioning process.  We repositioned the company’s brand to focus on their leadership in knowledge transfer, changed the company name, streamlined their product offerings, and devised a simple way to present what they do to the marketplace (e.g. introduce their knowledge transfer tools as a simple, 3-step process).  We have continued to work with this client to provide on-brand marketing services…. Learn More…