What is the key to the success of a professional dog walker?

It's keeping six or seven animals going in the same direction, at the same pace. It's getting them to act as one. Think of marketing, pr, sales channels, customer service, product development and other business elements as individual "animals" that need a steady hand from a determined "handler".

Let branding be the handler, the guiding force that keeps all the leashes straight. Then let the brand dictate pace, position and timing.

Once a differentiated branding stance has been established, the tactical elements - the implementation of the brand - can take on a unified and consistent identity that's positive, meaningful and not confusing. (Confused prospects don't buy. Neither do confused investors invest, nor do confused joint venturers partner up.)

When the brand dictates the direction and the pace, the entire aggregation moves effectively and efficiently. Marketing budgets are better spent. Sales activities are more focused. New product development efforts are better directed. PR is more targeted. Employees are better able to speak for the company. Customer service becomes more relevant to customers. Messages are more clear and consistent. Actions are more decisive and on-the-mark.

Let branding lead your pack.

Martin Jelsema
303-242-5975

Martin Jelsema

www.signaturestrategies.com