Marketing Success - Marketing Strategy - Brand Identity Guru

Marketing message x Credibility x Visibility = Marketing Success

These three variables, when working positively together, create success. Period. But determining how to get those variables to work together is the trick.

Your marketing message isn't a static entity. It can have a high or low impact on your customers. There are numerous factors at work. Often times, it's your message that needs tweaking. Fortunately, making changes to your message is easy and very cost-effective. For instance: you may already have a website. Simply changing the headline on the home page can make a big difference.

Improving your credibility is a little more elusive. Genuine credibility is earned over time through word-of-mouth, actual customer experience and subjective judgment. However, good writing and design in your marketing materials can do wonders for establishing and maintaining credibility. It reiterates that you are a quality company through the subtle statement of the quality of your communications.

Lastly, visibility is how many people will see your message. Fact is you could have a great message and credibility, but if few people see you or know you, what good is it?

It's highly important to have all three variables working positively for you at the same time. If you're doing well on two and badly on one, your marketing efforts are spinning their wheels.

To determine if your marketing is currently running well, take this test:

Marketing message: Do people understand it right away? Does it evoke a "that's for me" response? Can your clients and others explain your marketing message? Is your message on every single piece of marketing from website to business card? Score (1-10) _____

Credibility: Is your work consistently satisfying to your clients? Do you get word-of-mouth business? Is your website chocked full of useful information on you and your services? Is your brand image and marketing literature professional looking? Total Score (1-10) _____

Visibility: Are you an active networker? Do you have regular meetings with your main contacts? Do you speak at professional associations and conferences? Do write articles to be published online and off regularly? Do you have a regular newsletter or email newsletter? Total Score (1-10) _____

Now multiply your answers. That's your marketing success score.

Your marketing success score is an easy gauge to determine where you are.

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

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Google News Updated : Tue, 07 Oct 2008 02:49:07 GMT As Palin Brings Up Ayers, Obama Team Cites Keating - Washington Post Seattle Post Intelligencer As Palin Brings Up Ayers, Obama Team Cites Keating Washington Post - 31 minutes ago By Anne E. Kornblut and Michael Abramowitz The presidential campaign of Sen. Barack Obama for the first time criticized Sen. John McCain for his role in the "Keating Five" savings-and-loan scandal yesterday, saying the issue was fair game after a ... Video: AP Campaign Minute AssociatedPress McCain ready for combat in 2nd presidential debate USA Today Financial Times - Chicago Tribune - Los Angeles Times - The Associated Press all 4,559 news articles Publ.Date : Tue, 07 Oct 2008 02:17:08 GMT Plaxico Burress takes Giants to school with tired act - New York Daily News New York Daily News Plaxico Burress takes Giants to school with tired act New York Daily News - 38 minutes ago Plaxico Burress with his son after the Giants win Super Bowl 42. Burress will need to get his act together if the Giants are to repeat as champs. Burress Returns to Giants, With No Regrets New York Times Unapologetic Plaxico Burress returns to Giants The Associated Press The Star-Ledger - NJ.com - Hartford Courant - Rotowire - Newsday all 251 news articles Publ.Date : Tue, 07 Oct 2008 02:10:29 GMT Rays roll over White Sox, punch ticket to ALCS - Sports Network New York Daily News Rays roll over White Sox, punch ticket to ALCS Sports Network - 34 minutes ago Chicago, IL (Sports Network) - BJ Upton hit two solo homers, and the Tampa Bay Rays defeated the Chicago White Sox, 6-2, to clinch their first berth in an American League Championship Series in franchise history. White Sox eliminated from post-season with Game 4 loss to Rays The Canadian Press Rays Finish Off White Sox to Reach ALCS New York Times MLB.com - Chicago Tribune - Boston Globe - The Associated Press all 2,434 news articles Publ.Date : Tue, 07 Oct 2008 02:14:13 GMT Computer Chip to Monitor Teen Drivers - ABC News Vancouver Sun Computer Chip to Monitor Teen Drivers ABC News - 1 hour ago By LISA STARK, MATT HOSFORD and KATE BARRETT Car keys -- long perceived as the keys to teenagers' freedom -- may soon be the best way for parents to monitor their every move. Going Along on the Ride With Junior New York Times Ford: Key limits speed, stereo volume United Press International TheMustangNews.com - Edmunds.com/Inside Line - Computerworld - CNET News all 636 news articles Publ.Date : Tue, 07 Oct 2008 01:16:34 GMT Three Europeans win the 2008 Nobel for medicine - International Herald Tribune Washington Post Three Europeans win the 2008 Nobel for medicine International Herald Tribune - 59 minutes ago By Lawrence K. Altman The Nobel Prize in Medicine was awarded Monday to three European scientists who discovered viruses behind two devastating illnesses, AIDS and cervical cancer. Aids and cervical cancer pioneers share Nobel award Financial Times Nobel Prize to HPV Researcher Highlights Importance of Cervical ... FOXBusiness The Associated Press - Summit Daily News - Forbes - AFP all 1,040 news articles Publ.Date : Tue, 07 Oct 2008 01:50:01 GMT China's Reputation On Product Safety Reaches a New Low - Washington Post Alaska Highway News China's Reputation On Product Safety Reaches a New Low Washington Post - 53 minutes ago By Blaine Harden Even Burma -- where one of the world's most repressive and isolated military governments relies on trade with China -- has now warned its people to steer clear of all Chinese dairy products. Video: No Traces of Melamine in New Test of Milk Powder AssociatedPress China vows overhaul of 'chaotic' milk industry The Associated Press Bernama - AllAfrica.com - International Herald Tribune - AFP all 1,384 news articles Publ.Date : Tue, 07 Oct 2008 01:55:33 GMT Injury forces May-Treanor to sit out this 'Dancing' - USA Today Sioux City Journal Injury forces May-Treanor to sit out this 'Dancing' USA Today - 39 minutes ago By Bill Keveney, USA TODAY Two-time Olympic gold medalist Misty May-Treanor may be sidelined from ABC's Dancing With the Stars, but she says she won't let a leg injury suffered during rehearsals stop her from competing in beach volleyball. Misty May-Treanor drops out of ‘Dancing’ MSNBC May-Treanor vows torn achilles won't end her volleyball career ... ESPN E! Online - Portsmouth Herald News - BuddyTV - TMZ.com all 281 news articles Publ.Date : Tue, 07 Oct 2008 02:09:39 GMT RSS to HTML Increased Web Site Traffic

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