Q: How can a Branding Agency in Florida make it easier for my business to get more customers?

A: Our agency's branding services help clients positively distinguish their brand from competitors in the marketplace, which makes it easier for our clients to get more customers.

Your brand is your reputation. The sum of thoughts & feelings about your business, embedded in the consumers’ mind. For consumers, a ‘brand’ is a quick, reliable way to filter information relevant to them and reduce their purchase risk with a high degree of confidence.

When a prospect or customer believes they will get the promised performance from a brand, it saves them time & effort. Brands that save customers the time & effort 'shopping around' enjoy an advantage in the competitive marketplace. The confidant consumer ‘knows’ the brand will be the best solution for them.

For businesses, a strong ‘brand’ provides clarity, focus and direction as well as a sense of belonging & pride for employees. In competitive environments, effective ‘brands’ create real preference, decrease price sensitivity, increase competitive advantage and enhance business performance. In short, they build business.

Q: How does your Florida Branding Agency approach Brand-Building?

A: While every client and business situation is different, we observed & learned that:

To Build Your Business, You Need to Build Your Brand's Reputation.

As more and more consumers feel they have a particular need or problem & the more they see your brand (company, products, services, etc.) as the best possible solution to their need or problem; the bigger your business becomes. It’s what motivates them to choose one product, service or company over another. 

Branding is About Strategy. Strategy is About Competitive Advantage.

Brand Strategy is Business Strategy. Brand Strategy is about creating a sustainable competitive advantage in the marketplace. Brand Strategy is about knowing what you want your company to stand for in the mind of the marketplace. Your brand's identity & reputation are an extension of how customers experience & talk about your business. A winning Brand Strategy focuses on delivering what really motivates a customer to choose one product, service or company over another. Very seldom is it all about price!

It’s About Brand Loyalty.

No business was ever successful without a growing base of loyal repeat customers. Our brand-building approach starts with maximizing growth from your current repeat customer-base. A growing base of loyal, repeat customers reduces the spending pressure to acquire more & more new customers, every year.

It’s About Disciplined Brand Design.

Your brand identity as expressed through your advertising and website are often the first “touch-point” in a prospect's experience with your brand. Our graphic & web designers focus on delivering a winning brand identity & graphic design that communicates your desired brand image & brand personality in a way that today's savvy consumer can identify with as relevant to their lifestyle.

It’s About Brand Integration.

As reflected in their strategy, products, services, communications, recruiting, training and physical atmosphere; great brands align their customer's end-to-end experience to their Brand Value Proposition. Our Florida branding agency approaches Customer Experience Design in a way that integrates the ‘brand promise’ across the entire customer experience — how customers learn about the brand, how they buy it, how they receive or get it, how they use it, how they pay for it and any services they may require along the end-to-end customer experience.

It’s About Brand Execution.

Great brands distinguish themselves on delivering the core brand attributes & brand promise identified in the Q&A Strategic Brand Marketing Plan. Effective customer listening helps us monitor, track & report the actual execution & delivery of the brand strategy through all customer touch-points with the brand. This data allows the brand management to identify process improvements needed in customer facing functions as well as the business disciplines that support the customer-facing functions & associates.

It’s About Brand Measurement.

To drive learning & continuous improvement, every month we measure the impact of your brand spending on your business results using our proprietary monthly results-reporting process, Q&A Brand Marketing Metrics. Every month, we sit with each client & hold our agency accountable for specific, measurable branding, advertising, website & internet marketing results that tie directly to the client's business results. We measure ourselves against specific criteria & goals defined & detailed in the Q&A Strategic Brand Marketing Plan prepared for each client of our branding agency.

Q: What does your agency mean by brand-building?

A: Prospects & customers ‘shop' because they are looking for a solution to a particular ‘problem' or 'need.’  The more consumers feel a particular brand is the best solution to their particular need; the bigger the brand becomes. That’s what our Branding Agency means by Brand-Building.

The days of automatic growth are over. Today, power flows from an increasingly informed, empowered & confident customer. They decides what your brand stands for and if it’s relevant to their evolving needs.

If your brand immediately springs to mind, as the best possible solution to a customer’s particular need every time they encounter that need in a decision-making or buying situation; you have a strong brand. Strong brands deliver their promise in terms of product, service and buying experience. Strong brands also make an emotional connection with their core target market that is both meaningful and relevant. “It’s for people like me.”

Brand-Building is the business process of understanding consumers' current perception of your reputation while growing the business by managing the brand's awareness, understanding, differentiation, relevance and esteem relative to other brands in the competitive space.

Q: What can I expect from a Q&A Brand Marketing Audit?

A: A fact-based review of your current marketing conditions. Q&A Brand Marketing Audits provide unique insights into your customers and competitors.

We look at the total market and key marketing trends. We review your growth rate, identify your key customer segments and your customer's competitive preferences. We isolate the key success factors and identify potential sources of future growth (Enter new markets, steal share, sell more to current customers, fill new segment needs, etc.). We quantify the key Customer Success Drivers and identify new ideas for Competitive Advantage. Unique, powerful & fact-based, Q&A Brand Marketing Audits bring 'fresh-eyes' & new perspectives to a client’s historical understanding of their business. Q&A Brand Marketing Audits provide the hard facts to create the best Brand Value Proposition, Brand Message and Brand Experience.

Q&A Brand Marketing Audits encapsulate the critical Business, Brand and Marketing issues in a crisp fashion that provides a framework for making the best strategic choices & trade-offs between competing issues. In short, they show the best way to win in the marketplace.

We also review the overall competitive environment and your principal competitors (where they're headed, their key target audience(s), their reputation as well as any recent or expected actions). We assess your key competitors' resources & power from the customer's perspective. (What customers say they're good at doing... and what they're poor at doing. We seek to understand how they act and how they respond. We also provide a competitive product review and marketing mix comparison (Product, Pricing, Promo, Distribution & Expenditures).

Q: What does a Q&A Strategic Brand Marketing Plan cover?

A: In the marketplace, the quality of your strategic thinking drives your competitive advantage. Q&A Strategic Brand Marketing plans detail the specific steps required to turn potential sources of Competitive Advantage into actual, measurable business results.

Our agency's Brand-Building Strategy focuses on four success factors that can create a sustainable competitive advantage in the marketplace:

  • Compelling Brand Promise or Brand Value Proposition:Identifying the important customer value, brand benefit & experience you promise to consistently deliver.
  • Clear Brand Positioning: Communicating the brand's relevance & superiority vs. the competition.
  • Unique Brand Experience:Those things the customer experiences that positively distinguish the business from the competition.
  • Superior Delivery of the Brand Promise: End-to-end customer experience.

Q&A Strategic Brand Marketing Plans also specify the required tactical commitments, priorities, budget allocations, key metrics & milestones to quickly build competitive advantage. They detail the actions & accountable teams for turning Brand Strategy into immediate, positive business results.

Recent Writings from our Branding Agency in Florida...

Marketing Agency Florida | Florida Travel Advertising

Before developing any advertising creative, our advertising agency completes a Q&A Brand Marketing Audit. This includes Voice of the Customer Research to develop new and unique insights into our client’s customers. It also includes a Competitive Analysis to identify new and unique sources of Competitive Advantage.

The output of a Q&A Brand Marketing Audit is a data-driven, fact-based, Q&A Messaging Strategy. Every Q&A Messaging Strategy answers the 3 Core Questions that must be answered to achieve effective advertising:

1. What’s Important to the Customer?
2. What’s Competitively Unique to Our Client?
3. What Can We Communicate Creatively.

The results of our Q&A Brand Marketing Audit for the Sanibel Island & Captiva Island Chamber of Commerce (the local Destination Marketing Organization or DMO) showed:

- From the Customers perspective, the Sanibel and Captiva Island visitor wanted to enjoy what many Florida travelers seek… a warm tropical climate, clean beaches, biking, golf, tennis, fishing, shelling, etc. (Nothing really new here.)

- From a Competitive perspective, the Islands offered many of the same things that other Florida beach towns offered… beaches, biking, golf, tennis, fishing, shelling, etc. (Again, nothing really new here.)

As we studied the results of our Q&A Brand Marketing Audit and dug deeper into the Voice of the Customer Research and Competitive Analysis, we identified a unique, new customer insight and source of competitive advantage.

Visitors expressed a desire to experience Florida, the way it used to be… That Customer Insight… coupled with our Competitive Understanding that the one thing DIFFERENT about Sanibel and Captiva Islands was that there were No Traffic Lights on the two islands led us to our Messaging and Creative Strategy:

- 250 Kinds of Shells.
- 230 Kinds of Birds.
- 50 Kinds of Fish.
- 22 Miles of Bike Paths.
- 15 Miles of Beaches.

To View the new TV Advertising Campaign:

Branding Agency: Brand Marketing Audit

Branding is About Strategy. Strategy is About Creating Competitive Advantage in the Marketplace.

When it comes to smart business growth, the quality of a company’s strategic, tactical & creative thinking ties directly to the competitive advantage it enjoys in the marketplace.

The Q&A Brand Marketing Audit is our advertising agency’s quality process for developing the most effective competitive strategy for your brand.

The end result of a Q&A Brand Marketing Audit provides creative new thinking about how your firm can attract, satisfy & retain the dominant market share of high-value, high-volume customers within its competitive set.

While Q&A Brand Marketing Audits differ from client to client, every Q&A Brand Marketing Audit focuses on exploring, identifying & understanding the key business, brand & marketing issues affecting your business’ performance. Our agency’s approach provides a fact-based, structured process for gathering, organizing & understanding your firm’s position with its customers & competitors. Our Brand Marketing teams provide ‘fresh-eyes’ to a client’s historical perspective.

Each Q&A Brand Marketing Audit includes a deep-dive into both the background and history of the key challenges affecting your business. Working one-on-one with a client’s leadership team we also identify or develop the critical Business/Brand performance metrics, which we use to measure progress against the desired Business/Brand performance.

Q&A Voice of the Customer Research – Critical Satisfiers:
To develop a fact-based understanding of your core customer for success, what they value & the key purchase drivers that move that customer segment to take action; we deploy a data-driven approach to identify & rank the most important functional & emotional benefits sought by those customers. We also identify who else they consider as a viable alternative to their needs as well as how they feel towards your specific competitors. The unique customer insights revealed from our Branding Agency’s Q&A Voice of the Customer Research helps to identify critical sources of sustainable, competitive advantage.

Q&A Brand Marketing Audit – Key Deliverables.
A full Q&A Brand Marketing Audit includes the following:
- Q&A Executive Team Survey
- Q&A Associate Survey
- Q&A Voice of the Customer Research
- Q&A Voice of the Customer Competitive Perceptions
- Q&A Brand Marketing Audit – Final Report.

To learn more about how a Q&A Brand Marketing Audit can help your business simply Click: I Want to Get More Customers.

Q: What’s a Great Advertising Strategy to Break Thru the Noise?

A: A great TV Advertising Strategy – the kind that drives new web visits, call volume, store traffic, appointments, reservations, requests for proposal, etc. — always starts with a unique, new insight into your core customers. Turning insight into a TV Advertising Commercial that stands out and delivers the desired business results in an increasingly noisy marketplace requires the application of proven advertising techniques.

So what advertising techniques are proven to break through the noise and clutter? Let’s look at the TV Advertising research. M.J. Schlinger’s Viewer Reaction Profile (VRP) is a good place to start if you want to understand what make a TV Advertising Commercial effective.  Schlinger’s Viewer Reaction Profile measures a person’s level of agreement (strongly disagree to strongly agree) with 32 descriptive statements about the advertising. The 32 statements are then grouped into seven key TV Advertising Commercial effectiveness dimensions:

     1. Entertainment Value (seven statements).

     2. Confusion Factor (four statements).

     3. Relevant Information (five statements).

     4. Brand Reinforcement (two statements).

     5. Empathy Factor (five statements).

     6. Familiarity Factor (three statements).

     7. Alienation Factor (six statements).

According to Schlinger’s research, high ratings from viewers on the Entertainment,  Relevant and Empathy dimensions correlates to higher levels of TV Advertising effectiveness.  Specifically, high ratings from viewers on these specific questions about their reaction to your TV Advertising Commercial correlates to higher levels of TV Advertising effectiveness.

  1. The commercial was lots of fun to watch and listen to.

  2. I thought it was clever and entertaining.

  3. The enthusiasm of the commercial is catching-it picks you up.

  4. I appreciate that it wasn’t just selling the product; it was also entertaining me.

  5. The characters (or persons) in the commercial capture your attention.

  6. The commercial keeps running through your mind after you’ve seen it.

  7. The commercial gave me a new idea.

  8. The commercial told me about a new product and I think I’d like to try it.

  9. During the commercial I thought how that product might be useful to me.

  10. That’s a good brand and I wouldn’t hesitate recommending it to others.

  11. I know that the advertised brand is dependable and reliable.

  12. The commercial was very realistic-that is, true to life.

  13. I felt that the commercial was acting out what I feel at times.

  14. I felt like I was right there in the commercial experiencing the same thing.

  15. I learned something from the commercial that I didn’t know before.

Research Sources: Strasheim, Arien; Pitt, Leyland; Albert Caruana,. “Psychometric properties of the Schlinger Viewer Response Profile (VRP): Evidence from a large sample. (Report).” Journal of Advertising. 2007.George M. Zinkhan, Scot Burton (1989), “REFINING A MULTIDIMENSIONAL PROFILE FOR TELEVISION COMMERCIALS: AN APPLICATION OF TARGER ANALYSIS”, in Advances in Consumer Research Volume 16, eds. Thomas K. Srull, Provo, UT : Association for Consumer Research, Pages: 711-718.

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