The Most Valuable Piece of Branding Advice
(that most marketers miss)

So what is the most valuable piece of branding advice that we can give you: Look within.

That's it. Two words. But the impact can be monumental. You see most organizations do focus groups, online surveys, phone calls and the like with potential consumers, current clients and referral sources. But when was the last time you flipped the binoculars and did a careful examination inside?

The best way to do this is to bring your own staff together for what we call Brandstorming sessions. And we don't just mean marketing people or your executive staff. Open up these sessions to staff at every level.

So what is Brandstorming you ask Brandstorming is a "discovery process" used to find your point of distinction and how to position yourself for the future. It is done most effectively by bringing together small groups of 10-15 people for two-hour sessions to uncover the essential facts and unique attributes to shape future marketing messages. At the Brandstorming sessions, comments will flow about your organization - your people, values, innovations, strengths and weaknesses to help discover what you have that is truly unique and what branding paths to pursue.

What is most insightful about Brandstorming sessions are that the participants often get animated and opinionated and will "tell it like it is." You will also get a cross section of comments from a wide range of people. As a side benefit, everyone is "heard" and feels part of the overall branding process. What you want are passionate responses, not canned comments.