A well-executed brand experience creates an emotional connection to an organization’s ideal audiences. Defining your essential value is a BIG part of building your brand guide, and it requires the ability to listen. When one or two words keep popping up in conversation, they are clues to defining your essential value.
Renaming your organization is a BIG deal. For over 20 years, Mercury has helped companies and associations take this brave step, and it’s never taken lightly. The process to choose a new name is usually part of an entire rebrand that involves time, energy and emotion.
Over many years of crafting mission, vision, and manifesto statements we’ve identified three common mistakes to avoid.
We anticipate and welcome the discomfort that comes with creating something new! And we help our clients hold tension in the process. Hear from our Founder, Justin, and Brand Strategist, Cheri, in this 4-minute video as they discuss the growth that happens when you get uncomfortable.
Your manifesto is your purpose. It is what you believe. Your manifesto isn’t just what you tell each other or what you tell your clients.
A brand is not your logo, it’s not your storefront, it’s not your website. It’s the sum of all elements. Your brand is how a customer feels after they have interacted with any of your marketing and sales touches. It’s your history and your value in the minds of your clients, members, community, and prospective buyers.
It’s easy to track marketing ROI for activities like a direct mail coupon offering or a client acquisition event. It’s more difficult to determine the value of activity that builds your brand. Discover why Brand Awareness matters and how it translates to your bottom line.
You know that a brand’s authenticity is important, but how do you define what that essential value is? Learn how to identify the common thread that resonates with your members and weave it into your communications to help strengthen loyalty.
Change can be hard, it’s time-consuming and uncomfortable. It’s easy to continue doing things the way you’ve always done them. But, as things change within your organization it’s important to take a look at the way you’ve always done things and ask if those ways still make sense for the current state of your business.
Consistency is key in keeping your communications on-brand. Consistent messaging provides efficiency for your team and builds trust for your audience. When you have a consistent message, you provide a consistent experience that leads to consistent results. Here are three simple checkpoints that successful marketing directors use to ensure they don’t get caught in the traps that can start making brand messages feel inconsistent and disconnected.