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FOR IMMEDIATE RELEASE
CONTACT:
Lisa Baer
Baer Design Group
(847) 866-8467
lisa@baerdesign.com
CAN YOUR BRAND SURVIVE TOUGH TIMES?
QUICK TIPS TO IMPACT YOUR BOTTOM-LINE
September 2003
Chicago, IL - With the economic downturn, many companies are scrambling to control their financial hemorrhage. Downsizing and budget cuts abound, but are these the only aspects of a company that are being adversely affected?
The answer is no. A company's brand is a top asset that quickly is ignored as the economy worsens, much to a company's detriment. Even though your company may be struggling, it should never appear to be. Here's how to use your brand's full potential without breaking - and maybe even adding to - the bank:
Refocus your brand's message:
During the many changes of the economic upheaval, your market is also changing. While staying true to your company's identity, your message must be flexible enough to follow its audience - or adapt to a completely new one. Todd Baer, Creative Director and Co-Founder of Baer Design Group, a Chicago-based identity consultancy, agrees: "Your brand is a commodity that cannot be held in your hand, but it is your most powerful asset. Recessions are not times to ignore your brand. Rather, they are times to actively manage it and sell it to your audience."
Look for unrealized exposure:
Now is the perfect time to uncover unused assets within your company that can maximize exposure. Planet Cargo, a Chicago-based relocation company, did just this with the help of Baer Design Group's branding experts. They identified their white trucks as unused moving billboards. By painting the trucks with their refocused brand image, Planet Cargo's sales increased 34% within four months. "Identity consultants," says Baer Design Group Principal and Co-Founder Lisa Baer, "pay for themselves by showing you ways to use your brand and increase profits."
Present a consistent image:
Even with a refocused message and maximized exposure, uniform application of your brand is key to creating customer loyalty and company recognition.
One way to maintain a consistent brand is through a central, online storage-vault containing your company's logos, files and images. Baer Design Group offers one such tool - BrandBriefcase©. With BrandBriefcase, upkeep of identity is simple: Clients can grant employees and vendors alike access to branding materials whenever needed. "Our clients' branding tools are right at their fingertips," says Todd Baer.
Planet Cargo partner Tamara Taylor-Bassin sums up the effects of Baer Design Group's branding campaign, "Our profits increased because of our efforts to refocus, expand and communicate our brand. Our revamped identity helped us establish the image of our company as an international system and gave us uniformity in the marketplace."
By following these tips on smart brand management, your brand will work for you so you can get back to the real work of your business.
For images for media use or for more information on BrandBriefcase, contact Baer Design Group.
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