Creating a successful brand identity is a process, not a project

By Cinda Orr

Numerous businesses try, but many fail to create a successful brand identity. Often, this is because they perceive the brand as little more than a logo and tagline, when in fact those are just a small part of a much larger corporate strategy. While how the company name is visually expressed in a logo and carried throughout the communications is undeniably important, the brand itself is actually how customers perceive your company and the associations and inherent value they place on your business.

The first mistake companies often make in developing a brand identity is in not effectively identifying the favorable market position—what is it your audience wants, desires and needs? The process of identifying the target position is a mix of external and internal assessments, through a process of market research and knowing your strengths and weaknesses through a thorough, honest, and objective analysis of what you do best.

Once you have a viable brand position, you have to commit to it completely. Sometimes economic pressure or other influences cause companies to stray from established messaging and imagery, but in most cases, this does nothing but confuses your steady customers and presents an image of inconsistency and confusion.

Hand in hand with a successful brand strategy is a well-thought-out marketing plan. Brand-building is about communicating your brand promise to your audience, so it can’t take place without a thorough understanding of your audience(s) and the channels you use to reach them.

Developing an effective brand for your company is not something you do once, nor is it something that can be done overnight. It may start with a logo and tagline, but if done properly, it is an ongoing process that will ultimately impact all of your company’s operations. It’s not easy, cheap or quick, but nothing else we know of will do more to increase awareness and recognition; differentiate you from competitors; make your message meaningful and memorable; allow “premium” pricing; enhance customer loyalty; and ultimately increase sales and profits.

SCORR Marketing, a Nebraska-based strategic marketing agency, has expanded its Kearney office with two new employees, Callie Erickson and Melissa Pohl. Erickson will join the media and public relations department, and Pohl will serve as editor and copywriter.

Prior to joining SCORR, Erickson was a buying/merchandising assistant at the Buckle in Kearney and a summer tennis camp counselor at the Cliff Drysdale Southhampton Racquet Club in Southhampton, New York. She earned a bachelor’s degree from the University of Nebraska at Kearney and focused her studies in mass communications and public relations. While a student at UNK, she was involved in Students in Mass Media, Advertising/Public Relations Club, and Varsity Tennis, and held the position of Media/Marketing Coordinator for the Student Athlete Advisory Committee. Erickson’s efforts will be focused in activities within the public and media relations team at SCORR Marketing.

Pohl brings experience to SCORR Marketing as a former English and social studies instructor for Ogallala High School. As a certified instructor, she built curriculum focusing on modern problems and solutions and assisted in the one-to-one laptop initiative launch at the high school. Pohl earned a Bachelor of Science from Chadron State College, summa cum laude, with secondary education English and history endorsements. While at Chadron State College, she was involved on campus as the Historical Forum President, Sigma Tau Delta Treasurer, and editorial board member for CSC’s juried publication Outside the Lines. Pohl’s talents will be utilized for writing and editing copy for SCORR Marketing’s clients.

“At SCORR Marketing, we always strive to hire outstanding employees, and I believe it is apparent Callie and Melissa will make a positive impact,” stated President, Cinda Orr. “Both of these ladies bring unique talents to our organization, which will be a benefit to our clients, both locally and internationally.”