For instance, by sharing your type of business we can provide questions relative to business-to-business, business-to-consumer and non-profit organizations.
Please select the values that best represents your business today.
Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand. Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too.
Instructions: Read each question and select a general answer that best represents your objective evaluation of your business. Using Poor, Fair, Good, Well and Excellent you can provide one level of insight. You can add more specificity by selecting points for each general answer to further evaluate.
Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service or brand. Marketing is based on thinking about the business in terms of customer needs and their satisfaction.
Marketing differs from selling because selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs. In other words, marketing has little to do with getting customers to pay for your product—it’s all about developing a demand for that product and fulfilling the customer’s needs.
Advertising is how a company encourages people to buy their products, services or ideas. An advertisement (or “ad” for short) is anything that draws good attention towards these things. It is usually designed by an identified sponsor, and performed through a variety of media. Ads appear on television, as well as radio, newspapers, magazines and as billboards in streets and cities. They try to get people to buy their products, by showing them the good rather than bad of their products.
Advertisers influence our identity by making adverts using techniques to grab people’s attention. For example, to make a burger look tasty in advertising, it may be painted with brown food colors, sprayed with waterproofing to prevent it from going soggy and sesame seeds may be super-glued in place and/or dotted with super-glued sesame seeds. Advertising can bring new customers and more sales for the business. It can be expensive, but it can help make a business make more money.
Design, as it pertains to your business, encompasses the layout and visual representation of your brand and branding materials in the marketplace. Whether you’re online, in print, outdoor or TV, the presentation of your assets needs to be as strong as the messaging within, and that’s where design comes in. A clean, catchy design first captures a customer’s attention then compels them to read on.
With today’s marketplace expanding in endless directions, design can take many forms. Your website, your logo, your print ads, your sales materials—everything needs a crisp, cohesive design that complements your brand’s promise and stays on top of current trends and technologies to stand out in the present and in the future.
The Internet age isn’t coming—it’s here. Every company has a website, and every consumer knows how to access it. This global network of computers is very much a “web,” capturing and transmitting data anywhere in the world.
With the ubiquity of the Internet comes a responsibility for your business. You have to look good online, and you need to make everything available for your customers where they want it, when they want it across a variety of platforms, including computers, phones and tablets.
Social media is more than just Facebook, Twitter or LinkedIn. It encompasses the people and the online communities they create, representing an actively growing, shifting and engaging network of real people communicating in real ways.
But just as social media presents an opportunity for your business to reach new hands in new places, it also brings a responsibility for your organization and its employees to act professionally and to represent your brand’s best interest at all times. There’s opportunity with social media, but there’s also risk. Knowing how to balance the two is critical to your success.
Multimedia combines multiple forms of content, creating one tidy, information-laden package. In its simplest form, multimedia combines two or more content forms—a video with a text overlay and an audio narration would represent one common example of a multimedia asset. With the emergence of new technologies and new platforms to utilize them on, multimedia is becoming increasingly widespread.
With this comes the integration of multimedia content across these multiple platforms. You have a video, but where do you share it? Your audio sounds great, but which footage best complements it and supports your branding? Choosing the proper forms of content and combining them in the right way in the right places can provide a huge boost to your business.
Public Relations is the work that brings your product, service, message or mission into the public eye. It is differentiated from advertising in that it does not involve paid media. Rather, coverage is achieved by contacting key media authorities in specific, targeted regions and spaces, where you can then present your brand how you want it to the people who should see it. This is often accomplished through press releases or media kits which describe what your business currently has to offer.
More than just the pitch, though, public relations also describes the maintenance of a positive public image. By putting your most relevant and heartwarming work in the public eye, you can create and maintain a positive brand perception. All of this work—from pitch to positive management—falls under the umbrella of public relations.
In business, events work as sales funnels, think sessions, educational conventions and more. Whether you’re arranging or attending a business event, you can promote your brand and cultivate a strong positive public image through networking and event participation.
Often utilizing multimedia, advertising and public relations together, an event is where all your efforts can come together and make a face-to-face impression with your target audience. This involves significant planning, research and thoughtful execution, but the payoff can be immense in the form of new sales or an improved public persona.
Whether face-to-face, over the phone, through email or direct mail, sales encompasses everything you do—from start to finish—to bring your product or service to a customer. Usually, this occurs in stages, beginning with research and assessments, proceeding with a pitch or presentation and ending—if you’re successful—with product delivery to a consumer.
With sales, your business generates revenue and customers who can then influence your mission, leading you closer to or further from your goals. Deliver the right products to the right people in the right way, and they’ll help you flourish. Sales have always kept the lights on, and this holds as true as ever in today’s online world.