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By Jay Lipe
During my speeches and seminars, I’m often asked “Which marketing program, dollar for dollar, will give my company the biggest bang for its buck? A direct mail program? Cold calling? Pay-per-click? ”My answer is always the same: A stand out company identity." Sure, you can pour time and money into direct mail, telemarketing or online marketing efforts. But once a prospect is convinced to contact your company directly, they’ll experience your company identity firsthand. If, at this point, the strategic thinking behind your communications is flawed, or your marketing tools are poorly crafted, the buyer will vanish—never to return. Game over.
The Company Identity Quiz
So, I developed this Company Identity quiz, from my newest book Stand Out from the Crowd: Secrets to Crafting a Winning Company Identity, to help marketers determine the strength of their company’s identity. Just answer the following seven questions on a scale of 1 to 5, with 5 meaning “totally agree” and 1 meaning “don’t agree at all”. Add up your scores and find your company’s identity score at the end of the quiz.
1. We use market research to gather information about our customers and company identity.
Research is the window into your company’s marketing sole. Great marketing companies view research as an ongoing dialogue and work it into their marketing mix.
2. We have a positioning statement that clearly defines our company’s point of difference.
Today’s over-cluttered market places a premium on successful positioning. With the right positioning in place, a company won’t have to shout to stand out from the crowd. Indeed, it might only have to whisper.
3. Our marketing communications revolve around a select number of key messages.
Too many companies want to be all things to all people. Don’t tell them everything. Instead, communicate just 2-3 key messages that represent the heart of your business. Your audience will appreciate your focus and respond accordingly.
4. Our company name is distinctive, memorable and protected.
In my first book The Marketing Toolkit for Growing Businesses, I pointed out that a company’s name is experienced by more customers and prospects than all other marketing tools combined. Remember that someone sitting on the plane next to you or approaching you at a cocktail party will experience your company first through its name.
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