Creatively
How to Use Your Brand to Captivate Your Audience
STEP #2: LIST ALL THE THINGS THAT TRULY MAKE YOUR
ORGANIZATION DIFFERENT.
Most organizations plan their marketing with a sole focus on what makes their organization better.
This typically ends with advertising that’s filled with empty claims about how their organization is
“the best” and how “the competition doesn’t even come close.” Customers, however, view claims
like this as mere statements of opinion and not true points of differentiation. Thus, it’s important
to focus your energy on the ways in which your organization is different from the competition,
effectively eliminating statements that consumers generally perceive as biased opinion and
marketing solely on the facts.
Through a comprehensive VisionBuilderSM session, VistaComm helped Krone identify its
points of differentiation as a family-owned business that emphasizes innovation in engineering,
durability and reliability of their equipment, and, ultimately, superior-performing machines.
STEP #3: MATCH YOUR POINTS OF DIFFERENTIATION WITH THE
THINGS YOUR CUSTOMERS VALUE MOST.
As you identify the ways in which your organization is different and the things your customers
value most, you’ll begin to notice similarities between the two lists. These will be the areas to
focus on as you craft your brand, telling your company’s story in a way that aligns with your
customers’ values and perceptions.
▲
This is where VistaComm is at our best, constructing a remarkable brand that appeals to the
emotions of your audience and positions your organization favorably in a way that facilitates
growth. “VistaComm quickly grasped the image we wanted to portray and created solid brand
guidelines that helped us reach our goal,” Jones concluded, as Krone had successfully repositioned
its brand story in a way that is better aligned for the North American market.
CONSIDER ALL YOUR BRAND TOUCHPOINTS
By Jon Oppold, Director of Brand Marketing
Every place your brand
connects with your audience
is a touchpoint. To best
communicate your brand
story, you need to make sure
your brand is represented
correctly and consistently at
each touchpoint. Examples
of brand touchpoints include:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Business cards
Letterhead
Email signatures
Signage
Envelopes
Newsletters
Websites
Advertisements
Sell sheets
Direct mail pieces
Company vehicles
Phone-on-hold messages
Trade show exhibits
Presentation materials
VistaComm • Building Brands. Strengthening Relationships.
PAGE
5