Branding is not just for the Coke’s and Disney’s of the world. Branding is for everyone.

It’s more than a logo and tagline. Branding is a strategy.  When thinking about a strategic branding campaign for your business, begin with your audience. To whom are you speaking?

With a creative focus, we make businesses more visible by serving as change-agents and speaking directly to their audiences, thus modifying their behavior. We specialize in performance-driven communication solutions that support sustainable business practices. This is our unique value proposition at Visibility Marketing Inc.

It is important that we convey to clients and prospective clients that all of our service delivery will be aligned with their key performance indicators. It is not enough to say that your organization is diverse and inclusive. Diversity and inclusion must be linked to increased market share or measurable improvements in customer satisfaction. The cost savings realized as part of a campus-wide energy efficiency initiative at a major university can also help to minimize tuition hikes. Operational efficiencies, environmental stewardship, and social responsibility are inextricably linked.

However, many organizations miss the opportunity to leverage strategic messaging in ways that will build the brand. The $600 million dollar technology deployment and the $3 billion capital improvements plan represents unique opportunities to enhance the brand.

Some helpful considerations when considering your branding strategy include the following:

• Business Transformation: All organizations now sit at the intersection of business and technology. Successful change management must include communication planning strategies that include mobile applications and social media as part of the branding mix.
• Future State Business Processes: Integrated planning across functional areas requires the development of new processes that support the future state of the business as part of the business transformation initiative. This effort is imperative for customizing messages to small stakeholder segments.
• Smart Messaging: Although messages to each stakeholder is to be aligned with the broader vision, each message must represent a unique and measurable value proposition to each stakeholder.

Any organization has to understand that the brand must align with the guiding principles of each stakeholder group. Smart messaging and branding are fundamental to organizational sustainability.