How do you know when it’s time to take a good look at your company’s brand identity and voice? How do you know if you should re-engineer the way you communicate your company’s strengths against those of your competition?
Use this guide:
1. You constantly apologize for your website. “We’re at company.com. You can check us out, but the site is hideous and the content is outdated.”
2. No one in your company—not even the founder—can tell you what your logo represents.
3. The overriding message in your marketing collateral is different from that of your website—and far different from what your team members communicate in face-to-face meetings.
4. What you thought was your key differentiator is the same value proposition claimed by your top five competitors. Look at your competitors and weigh their messages against yours. I’m willing to bet you’re all hanging your hats on some combination/variation of “unparalleled service,” “unmatched expertise” or “outstanding solutions.”