BrandExtract\'s corporate profile as featured in Smart Business magazine.

1. Corporate Profile :: BrandExtrac° :: Guiding Growing Companies
If your brand were a person,
who would it be?
I
loyalty and consistent price premiums, even
example? Of course it wouldn’t. Now, you
t’s a question we at BrandExtract ask our
in a mature or depressed market. Strategic
may be thinking your brand isn’t interesting
clients as part of our brand assessment
brand positioning is a differentiator that
enough to have any personality. If this is the
to unearth the human factor – that part
establishes recall and recognition by deliver-
case, ask your sales department how they sell.
of a company’s outward expression that says
ing a consistent and clear message to pros-
You may be surprised by the answer.
there are real people behind this business,
pects that, in turn, avoids market confusion,
people with whom I can connect.
generates and converts sales leads, shortens
Brand personality, along with principles
the sales cycle and provides greater dollar-for-
and associations, is one of the key drivers
Think about it for a minute. Would the Mac’s
dollar value from a marketing budget.
of a brand that generates category-leading
persona as a hip, practical dude fit IBM, for
SPECI A L A DV ERTISING FE ATURE

2. Corporate Profile :: BrandExtrac° :: Guiding Growing Companies
Br AndInG Isn’T jusT fOr LArGE COmpAnIEs
WITH dEEp pOCkETs AnymOrE.
In fact the success or failure of many smaller businesses hinges on brand development.
Your brand is a conversation between you and your customer. The key is to understand
how your brand will speak to consumers and how you can help make it do so,
which is where BrandExtract can help.
↘ GUIDING GROW ING COMPA NIE S ↘ ASSE SSING EV ERY TOUCHPOINT
BrandExtract is an integrated branding, mar- We examine each “touchpoint” where your BrandExtract offers creative
keting and communications firm that guides brand interacts with and makes an impression problem-solving expertise that will
growing companies by providing strategic on customers, employees, investors and other
conceptualize, design, write and
branding solutions. We know that firms that stakeholders. Every strategy, action and tactic
produce all the elements your com-
align their messaging with the marketplace your brand has with customers or stakehold-
increase their value and market position. This ers, whether through advertising, direct mar- pany needs for online and print
is why we always begin a project by under- keting, Web site or a customer service call, is
communications, including:
standing the strategic plan. It’s the backbone a brand touchpoint that generally falls into
Logo design, naming and tagline
of any marketing initiative. three customer experience segments: →
Identity standards
→
→ Advertising
We start by developing a true understand- Pre-purchase – which influences whether
→ Direct marketing
ing of your brand by conducting brand and customers or future customers will consider
→ Displays, trade show booths
communications audits, competitive and purchasing your brand. Here branding goals
and materials
marketplace analysis, and surveys of key con- and objectives focus on keeping current
→ Packaging
stituencies. We look at every aspect of your customers loyal by staying relevant, mak-
→ Sales materials
business from top to bottom, working closely ing prospects aware of what sets your brand
with the senior management team, moving apart, shaping prospects perceptions by help-
from the inside out – not the outside in – for ing them to understand the unique benefits
↘ STA NDING OUT IN THE CROW D
as long as it takes to get your brand and mar- your brand offers, and steering the brand into
Great creative helps differentiate your orga-
keting on the right footing. a prospect’s evoked set.
nization in a crowded marketplace. That’s
why the graphic designers and writers at
Purchase – where the intent is to shift a pros-
During this stage, we’ll answer critical
BrandExtract work closely to develop com-
pect from only considering your brand to buy-
questions such as:
munications elements that are as targeted
ing it. The goals and objectives in this instance
• Where does your brand stand now?
and results-driven as they are innovative.
are maximize the value they see in your prod-
• What are your true objectives?
Together, design and words drive your cus-
uct or service and prove your offering will be
• What are you doing in terms of building
tomers closer to a sale and then pull them in
better than others, while making sure they
your brand and business?
and keep them there.
understand the price-value relationship they
• What are your brand’s strengths? Weaknesses?
are getting by choosing your brand.
• Which opportunities should be pursued
It takes clear messaging to communicate a
first? Where are the pitfalls?
brand that delivers results. Internal and exter-
Post-purchase – where interactions after the
nal communications are the tools we use to
sale are leveraged to maximize total brand expe-
We fulfill brand goals for reach these important objectives. Whether it’s
rience. At this stage, it is imperative that you
B2B and B2C clients in: a speech for the CEO, an employee newslet-
deliver on your brand promise, meeting and
ter, an investor relations presentation or a news
preferably exceeding customer expectations in
release, we’ll help you develop communications
order to increase loyalty and advocacy.
Energy
→
that engage your audience, at every touchpoint,
Professional services
→
for the growth and success of your business.
Armed with this information, we help you
→ Legal
pinpoint where the opportunities are and
→ Manufacturing
Let BrandExtract help you position your brand
where to focus your time, effort and resources.
→ Technology
so that it reaches its full potential. Contact us
Then we begin the process of visualizing the
→ Health care
at (713) 942-7959 or go to the BrandExtract
core creative elements to communicate your
→ Non-profit organizations
Web site at www.brandextract.com.
brand position and passion.
and educational institutions
SPECI A L Smart Business Network Inc.
© 2009 A DV ERTISING FE ATURE Reprinted from the May 2009 issue of Smart Business Dallas.