Grant Marketing Blog

Why Use Brand Development Strategy if it Ain’t Broke?

Posted by Cam Mirisola-Bynum on Aug 17, 2015 10:27AM

Because Your B2B Brand Strategy May Still Need Fixin’

We hear all too often the strains of, “If it ain’t broke, don’t fix it,” reasoning for not updating brand messaging or revising outdated websites. What you aren’t doing, in reality, is adhering to a consistent and congruent brand development strategy. But do you really know how many opportunities you may be missing out on by not making these changes? What is your gauge for broken? If you don’t remain relevant and contemporary, prospects may be passing you by because you look “broke” to them. Your assumptions may be shortsighted and costly. 

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Topics: Branding, Industrial Branding, brand development, brand development process, brand development strategy

How to Reach, Teach, and Retain Your Customers through Effective Brand Strategy

Posted by Samantha Hunter on Jul 7, 2015 10:13AM

Branding Basics

Forbes.com contributor Scott Davis puts it best: a brand must inspire how people feel, influence how they behave, and compel them to act. How do you achieve this? Through the successful implementation of a solid and focused brand strategy, of course! This applies across industries and business models—from B2C to B2B. It’s just as relevant for industrial manufacturers. A strong industrial branding strategy is the most important aspect of your marketing efforts. Indeed, it is the foundation that supports and informs all of your marketing messaging. Without an integral brand, your company will blend in with the competition. Use brand development to differentiate yourself from competitors and to communicate your promise to customers. Not only is it your brand’s job to deliver your brand promise, but it should also be directly connected to consumer needs, emotions, and competitive environments. After all, you want your brand to be distinctive to create value and connection among customers.

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Topics: Branding, Industrial Branding, Industrial Marketing, brand development, brand promise

What Role Do Employees Play in Brand Development and Brand Strategy?

Posted by Samantha Hunter on Jul 1, 2015 2:32PM

Emphasize Employee Awareness of Your Brand

Brand Development encompasses a complex and multi-tiered approach to showing the world who you are. It defines what your business stands for and explains how your products get delivered to and are experienced by customers. It also involves the “why” behind your customers’ purchasing decisions. More importantly, brand development backed by brand strategy helps you differentiate yourself from your competitors, which creates recognizable brand loyalty in customers’ lives. In industrial branding, it is important to keep your customers in mind. But, it is also crucial to get your employees involved.

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Topics: Industrial Branding, Industrial Marketing, brand development

Meet Me at the Intersection of Buyer’s Journey and Brand Development Process

Posted by Bob Grant on Feb 18, 2015 5:56PM

How Do Your Clients and Prospects Get You and Get to You Through Your Brand Promise?

Do you honestly know how many competitors you really have? How many companies are direct competitors? How many other companies are there that provide different products and services, but are chasing the same decision makers as you?

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Topics: brand development, brand message, brand development process, brand promise

5-Step Program for B2B Companies to Create Brand Loyalty

Posted by Bob Grant on Jan 28, 2015 11:26AM

Engage Customers and Keep them Happy

Your brand has one job: deliver its brand promise. You want your customers to value your brand and be loyal to it. Recent studies demonstrate the importance of brand loyalty, and because of the value of brand loyalty, many consumer-based companies create brand loyalty programs for their valued customers. Makes sense. Why is it, then, that B2B companies don’t generally have loyalty programs for their customers? It’s an opportunity often overlooked by B2B companies.                                                                                                                                         

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Topics: Branding, brand development

Great Photography Makes Great Brand Development

Posted by Bob Grant on Oct 31, 2014 9:56AM

What’s Your Visual Voice Saying?

You see it every day. It has a strong impact on your life—how you buy, what you buy. But have you ever thought about how important photography is to brand development?

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Topics: brand development

Shoot for the Stars with Your Brand Promise

Posted by Cam Mirisola-Bynum on Sep 11, 2014 1:56PM

As Opposed to Being Shot Down by It 

To people of a certain generation, their first introduction to “branding” had more to do with the etched insignia on the rump of a cow than the brand promise of, say, their favorite frosty beverage. Jump forward a few decades and today’s average consumer is, at least subconsciously, educated on what the brand promise is for each of the products that they depend on.

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Topics: B2B Marketing, Branding, brand development

What Artie T. Can Teach Us about B2B Branding

Posted by Cam Mirisola-Bynum on Sep 4, 2014 4:22PM

Your Brand Development Strategy Could Use a Shot of This! 

Here in Boston, some of us have watched, waited, and watched and waited some more for the final resolution of the previously unprecedented part walk-out, part-strike, and general boycott drama with a local supermarket chain at the epicenter. As I sat at my desk in our Boston branding agency creating campaigns that incorporate things like brand strategy development into marketing plans, knowing that the board meetings that had rival Market Basket (MB) factions going head to head were somewhere in the very building I work in, I pondered my tempered obsession.
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Topics: Branding, brand development

Brand Messaging Owns You—What Brand Do You Belong To?

Posted by Cam Mirisola-Bynum on Aug 27, 2014 2:51PM

Own Your Brand Development Strategy

Brands seep into our consciousness, support our lifestyle activities, and influence our spending. Heck, they help shape it all. You don’t have to be a specialist in brand strategy development to get a sense of what I’m talking about. Whether you are a company head worried about B2B brand strategy or a mom looking for the right educational toys for her tots, brand messaging is at the heart of your purchasing decisions. Often because brand consultants have managed to get to your heart.


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Topics: Branding, Industrial Branding, brand development

Boyhood, Brands, and Why I Love What I Do

Posted by Rob Levinson on Aug 19, 2014 12:27PM

Memories Through the Lens of a Brand Strategist

Having guided many companies through brand strategy development in a Boston brand strategy agency, I tend to see the world through the lens of a brand strategist. But I didn’t see this one coming.

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Topics: Branding, Industrial Branding, brand development

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