Posts Tagged ‘Branding’  

How to Build a Sales-Driven Culture

By: Scott Seroka When CEOs hear the word “culture,” most think about internal metrics such as productivity, morale, communication, teamwork and performance. As important as these metrics are, none on their own can go toe-to-toe with the metric of improving sales. For the growth-minded company, building a sales-driven culture is, was, and always will be…


 

Top 3 Opportunities to Enhance Your Brand

By: Pat Seroka This is the most exciting time I’ve witnessed in marketing since starting my agency over 30 years ago. Long gone are the days of “spray and pray” marketing. The opportunities that abound today, particularly in the B2B world, to directly interact with customers and prospects has reached an intimacy never seen before…


 

5 Common Roadblocks to Building a Winning Brand

Often times, companies end up “settling” for a brand that is either soft, or not as strong as it could be. A soft brand (one lacking compelling and relevant distinctions) tends to blend in with others, rendering it nearly invisible regardless of how many marketing dollars are used to push it out to prospective clients,…


 

Measure the Performance of Your Culture Through Exit Interviews

Measuring and monitoring the health and performance of your culture, which drives productivity and operational performance, cannot be achieved simply by getting feedback from employees during annual reviews or loosely counting on them to bring urgent matters to your attention. The perceived (or perhaps real) risk that speaking up could cause more trouble than it’s…


 

Why Leading Companies Never Stop Branding

Do companies like SPX, Rexnord and Canon really need to continue branding themselves to retain their customers and encourage others to purchase their products? Why does Intel feel the need to spend billions each year on keeping its brand relevant, knowing they are the world’s largest and highest valued semiconductor chip manufacturer? Shouldn’t they be…


 

26 Ways Your Brand Makes a First Impression

A bad brand experience is like a Fish Handshake

Have you ever had an unpleasant first-time encounter with a brand and wondered how the owner of the company would react if s/he knew of your experience? This tends to be more of an issue with larger companies where the owner is several titles insulated from the interactions between customers and his or her company’s…


 

Is your customer survey data accurate?

Customer and employee surveys are one of the best ways to obtain critical feedback and measure performance in key areas. However, the way survey questions are written and presented can have a measurable impact on the quality and accuracy of responses. Formulating questions has become both a science and an art based on need, desired…


 

Everything A Brand Endures In the Sales Process

Customer Purchase Journey Infographic

Assume for a moment you need to make a major purchase in the next several months. Perhaps a new machine, piece of equipment, or even a new CRM system. In your decision-making process, your mind would likely fast-forward to thoughts of one or two brands you would consider purchasing, and perhaps brands you would never…


 

The Most Important Step In The Brand Development Process

It’s 5:56 am when the CEO of a mortgage company opens his email. His attention is immediately drawn to the “Urgent” message from the President of his advertising agency, time-stamped at 5:03 am, to call ASAP. When the CEO calls the President’s cell phone, it’s answered before the first ring is heard, and the President…


 

What Glassdoor Ratings Tell Customers About Your Brand

At one of my recent brand strategy retreats, I asked everyone in the room to raise their hand if they were aware of glassdoor.com. Less than half lifted their hands. For those of you who are unfamiliar, glassdoor.com is one of the fastest growing job and recruiting sites, and it includes a database of millions…


 

Are Unique Value Propositions Overrated?

For far too long, marketers have been hung up on identifying their “unique” value propositions, believing that if they don’t own one, they wouldn’t be equipped to confront the competition head on and win new customers. Hold that thought. The urgency and anxiety over defining one’s Unique Value Proposition (UVP) has been on the decline…


 

Top 3 Things to Ask Yourself Before Rebranding

woman painting face

VW, Chipotle, Samsung, BlackBerry, Enron…What do these companies have in common? They were, or are, brands in crisis. And, what about companies that manufacture floppy disks, fax machines, VCRs and cassette tapes? Their brands became irrelevant because competitors found ways to do “it” better. Then there are those laundry detergent balls that look like candy,…


 

Is your mortgage company brand attracting the best talent?

Whenever I work with companies in the mortgage industry to assist them in the process of building a stronger brand, one of the questions I ask is, “Why do you believe you will succeed in such a saturated, hyper-competitive industry?” The responses I receive are nearly always the same – the CEO or owner will…


 

Do your salespeople believe in your brand?

A successful salesperson is one who believes in himself, as well as in the product or service he is selling. If this second component is missing, your company has a problem. A company can recruit a top-performing sales team, but if the brand is perceived as low value, doesn’t have a tiebreaker, or doesn’t measure…


 

5 Ways Your Agency Fails You and Your Brand

Most CEO’s in the mortgage industry know the importance of having a strong brand. They understand having a strong brand is key to differentiating themselves in a highly competitive environment. This is especially true for mortgage bankers, title companies, appraisal firms and many others that know they have similar product and service offerings and really…