How do you determine your brand identity?

Brand has been called the most powerful idea in the commercial world, yet few companies consciously create a brand identity. Do you want your company's brand identity created for you by competitors and unhappy customers? Of course not. Our advice to executives is to research their customers and find the top ranked reasons that customers buy their products rather than their competitors.

Then pound that message home in every ad, in every news release, in communications with employees, in every sales call, and every media interview. By consistent repetition of the most persuasive selling messages, customers will think of you and buy from you when they are deciding on whether to buy from you or your competitor.  next >>