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What happens if your company identity sucks?
Without a strong company identity, your company’s marketing impact will be diluted. This watered down
approach might lead buyers to:
· Be confused about
what your company does.
· Not understand
how your company would help them.
· Lack trust in your
company.
· Feel indecisive about
your company.
· Experience doubt.
· Feel there’s a gulf between what your company says it will do, and what it
actually does.
What other ways would a company be hindered by a poor company identity? Have I missed something obvious?
July 21, 2005 | Permalink
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Comments
Cheap marketing, cheap product/service (at least perception-wise). I know a lot of CPA's, lawyers and other professional service firms that don't give a rip about their business identity. Instead of taking the time and effort to create an identity to articulate the way they want to be percieved, they do stupid things like print business cards on their desktop printers. Their arguement is that it creates a perception of "frugality". Got that right! : )
Posted by: Erik Anderson | Jul 22, 2005 10:57:03 AM
Here is what I (Marketing) want to do: Form an identity for a family of products that we intend coming out with, by using a tag line for the product-family.
Now, a tag-line or a trade-mark phrase are something that establishes identity (and hence worthwhile).
However, my colleagues feel that we as a company might be seen as doing only that product-line and not be known for the other products we intend coming out with.
Any thoughts and views on how a product-line branding may or may not negatively affect the overall company's branding...?
Posted by: Krishnan Ramabadran | Aug 10, 2005 4:40:57 AM
In my opinion, a product line can only benefit from a tagline. Your company should develop one for this product family.
Then, you and the other leaders should develop a vision for where your company will be in 5 years. What other product families will you have, and what will be the overall company's positioning? If it makes sense at that time, I would look at developing a tagline for your overall company.
From what I can tell, you have just one product family at this time. I would put all your marketing effort behind this family right now, and not worry about future events that may never come to pass.
Anyone else have thoughts out there on Krishnan's question?
Posted by: Jay Lipe | Aug 10, 2005 8:23:06 AM
