What is the first thing that comes to mind when people think of your organization? Great service? Expertise in a particular service area or industry niche? A clever tagline and logo? A dynamic web site? All of these can be important factors when building awareness for your organization.

In marketing, this awareness is called branding. It's crucial because when people need a product or service, they'll reach for the familiar.

The core concept behind a branding campaign is that if you put a positive message about your organization in front of enough prospects and referral sources for enough time, they will think about your organization when they or their clients are looking for another provider.

The primary objective of a branding campaign is to impress your organization's identity upon potential clients and referral sources, not necessarily to win an immediate client or bring more visitors to your web site.

Elements of a branding campaign include:

• brand association- the attributes clients and prospects think of when they see your brand name. 
• brand name- the word or words by which a company or product is known.
• brand personality- the emotional connotations of a brand.
• logo- A textual and/or a graphic image that identifies the organization while communicating the brand.
• positioning- Where an organization fits in the marketplace. Position is determined by an organization's core business, the benefits it provides to clients and the public, and the advantages it has over the competition.
• tag line- A catchy, memorable phrase or a sentence that expands on the logo concept to further describe the organization's brand.

Contact LR Marketing Group at 610.582.0097 for a branding consultation.