If your CEO says "I want to be the next Salesforce, or HubSpot, or (insert name of your favourite successful company here)," but aren't sure why or how these companies have achieved the levels of success they have, then this list is a great starting point for you.
Every business wants to have a successful brand. But they face many obstacles on the road to achieving this - some they may not even realize. Here's our list of The Enemies of Branding and what you can do to defeat them.
Branding a service is very different from branding a product for a variety of reasons. Products are impersonal physical items that can be evaluated before you buy them. Services, on the other hand, are very personal. Customers don't just buy a service, they buy an experience. So what can you do to better brand a service business?
It's all about perceived risk. That's why familiar brands win every time. People don’t want to risk making a bad decision – and this is most likely happening on a sub-conscious level. Remember that perception is reality in the absence of experience.
"Their team approached the development of our new company’s corporate identity from a very strategic point of view and in a methodical way, which we found highly effective as it helped us define how we wanted to position our company."
CEO / Wireless Image
“Davron Marketing has the ability to listen and involve their clients in every step of their development of a campaign."
Program Manager / Junior Achievement of BC
"Davron easily became an extension of our in-house marketing team and have been great people to work with."
Senior VP, Global Sales and Marketing / Clevest
"Their team is a good judge of what we want, yet are not afraid to question us if they think we’re taking the wrong path.”
VP, Sales and Marketing / Progressive Solutions
"Davron Marketing is honest in their comments and can cut through the clutter of technological and graphical possibilities to the essence of what really works for the audience."
President / Applied Marketing Inc.
"Davron Marketing brought us the customer’s perspective and allowed to see ourselves through the customer’s eyes. In my opinion, Davron succinctly identified the definition of our brand and brand promise."
Director, Microsoft Dynamics / Phoenix Systems
"We have found Davron's work to be very effective. They are a great team to work with and I would recommend them to any company that is seeking to augment their internal marketing resources."
VP Product Marketing / Clevest
"Davron Marketing listened to our needs, identified problem areas and helped us create a new brand that closely associated our product to our corporate image."
President / Optimal AEC
"The entire brand creation experience was handled with efficiency, professionalism and amazing creativity. I highly recommend Davron.”
CEO / FITNIR Analyzers
"Davron Marketing is service driven, technologically current and a pleasure to deal with.”
HGTV’s “Love It or Lose It” / Louanne Litke Design
"Davron Marketing helped us refresh our brand. We found them very thorough, easy to work with and they continue to help us as an extension of our sales and marketing team."
Office Manager / Associated Fire & Safety
"Even with the time and material restrictions we placed on Davron, they were able to efficiently develop logos, trade show displays, marketing materials and a marketing strategy that reinvigorated our software brand and will help establish our corporate brand as the leader in our industry.”
President / Optimal AEC
"I really enjoy working with David Parker and Davron Marketing. They have a good appreciation of integrated marketing programs, and how marketing communications fit in to support other sales and marketing efforts."