Establishing a strong, defensible brand identity is critical in terms of marketing communication and business strategy. Creating a clear and simple message that leverages core competencies and competitive differentiation leads to building maximal customer relevance. Delivering this message consistently across all marketing channels and brand contact points is imperative to building a lasting impression that builds brand value and customer loyalty.

Of course, a message is only as valuable as the quality and consistency of action it defines. And you can only manage what you can measure. As a result, branding & identity are only one component of a comprehensive marketing strategy that defines goals, sets expectations, and then monitors the results. Integrating branding & identity and managing this process is iQ Marketing.

Marketing 101 concepts addressed:

• What are the relative strengths to leverage?
• What are the key differentiators?
• What are the rational and emotional benefits sought among target customers?
• What are the key decision drivers?
• How are competitors positioned?
• How do branding & identity translate into an actionable marketing strategy?
• How is brand performance monitored and measured over time?