BRAND.

A brand is a promise. A known entity. An expectation.

A brand is everything a company does – from the way the telephone is answered to the way the lawn looks.

A brand stands for:

• What a company will do
• What a company will not do
• The benefits and features valuable to customers and prospects

A brand is a reputation.

A brand creates sales.

Defining Your Brand Creates Sales

McLandrich Consulting’s proven process defines a company’s brand.

Brand attributes are your products and services benefits and features, as well the personality of your brand.

Here is a Brief Outline of the Process:

Your brand attributes are defined

Your customers and prospective customers rank your brand attributes.

The ranking:

• Provides critical guidance about what is really important to your customers and prospects.
• Determines what your business needs to do to create or improve on what is really important to your customers and prospects.
• Results lead to the drafting of a selection of brand positions.

The various brand positions are reviewed and sometime ideas from two or more positions are combined – creating your chosen brand position.

Brand attributes also give the brand a personality, as if the brand were a person. For example, while both market personal computers, Dell and Apple have very different brand personalities.

To Define Your Brand, McLandrich Consulting:

• Identifies and measures your brand attributes
• Reviews and analyzes the measurement
• Presents a number of viable brand positions
• Reviews your brand positions and brand attributes with your management, combining and adjusting – as necessary

Once your brand position is chosen, your brand attributes are declared.

Your brand position carries throughout every phase of a your business, especially your marketing and selling.

Your well-defined brand creates sales.