Grant Marketing Blog

Eight Criteria for a Powerful Brand Essence

Posted by Cam Mirisola-Bynum on Aug 5, 2015 3:23PM

Have a Healthy, Heart-Hitting Company Brand

Why is Walt Disney World® magical? Why are Volvos safe? Why are Jeeps® adventurous? Each of these answers boils down to one thing: brand essence. It is the emotion your brand conveys. In other words, it is the emotional heart—some would say, soul—of your brand. So, Disney World, Volvos, and Jeeps evoke feelings of magic, safety, and adventure, respectively, among their customers. Better yet, these characteristics are associated with these companies even by people who don’t buy Jeeps, Volvos, or go to Disney. Well done.

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Topics: B2B Marketing, Branding, brand message, brand promise, brand essence

How Does Your Company's Brand Essence Impact Sales?

Posted by Adele Pollis on Aug 3, 2015 11:30AM

The Connection between Brand and the Bottom Line

Long ago, Peter Drucker said, “Because the purpose of business is to create and keep a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

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Topics: Branding, brand message, brand promise, brand essence

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

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

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