I was recently invited by Wade Taylor of WS Radio to discuss the many business problems A/E/C and other B2B companies continually face. The economy is strong right now, and as all of us know, the one constant is that everything will change at sometime. Business is up, then it is slows down. Global economics, sociological and political events, even the weather have great impact on business. Our experience working with companies proves that when they apply the vital elements of branding to their day-to-day business, the result is their ability to thrive in a constantly changing economy.
Today more than ever, branding is about reaching out to the world with a consistent value system, a way of doing business that makes the company stand out among its competitors. Yet how?
Our Firm Has Slowed Down. Why?
I’m very involved in Society for Marketing Professionals and recently I was attending one of their meetings. In talking with one of my colleagues, she said, “we’re really slow right now and have lost a number of recent projects.” This surprised me as the firms we’re working with are extremely busy.
A bell went off in my head at that moment…they are losing market share. It’s an opportune time for that firm to revisit their brand.
Solving Business Problems with Brand
Within the A/E/C industry the concepts associated with brand finally caught on 15-plus years ago, primarily for the large billion-dollar companies. The mid- to smaller firms often struggle with understanding the value of how a well-tooled brand will improve their business. Over the years, savvy marketers working for professional services firms have spearheaded the efforts for leadership to scrutinize their brands. Many owners and principals are doer-sellers and haven’t allocated the time necessary to take a good hard look at brand positioning and strategy—nor communicated this to their team. Here are why firms come to us to help resolve the following problems that branding can solve:
- Business slowdown
- High turnover of employees
- Loss of market share
- Poor internal communication
- Commoditization of services
- Dated visual brand
- Inadequate web presence
- Unclear messaging
- Complaints from clients about service
- Low morale
- Leadership transition
- Poor communication about new business sectors/services
It’s still an issue for many marketers who recommend to rebrand and convincing leadership on how it will help. Thankfully, there are statistics that prove otherwise.
64% of buyers say that shared values create a trusted relationship with a brand. Forbes
I invite you to listen to my interview with Wade Taylor of WS Radio that answers the question “how to thrive in a rapidly changing economy.” I’d like to thank Wade for inviting me to the program “This Week in Marketing” and welcome your feedback.
Listen to Part I
Listen to Part 2
Listen to Part 3
Listen to Part 4