What makes your business different and stand out from your competitors is what sets your company apart.
Even if you have a fabulously successful business, having a brand keeps you current and creates a lasting impression. Your brand helps sell yourself; it is one of your best marketing tools you have. Especially in the digital age, where everything about you and your company is visible for the world to read. It’s better that you create your voice, build your credibility and visibility than for others to “brand you.”
- Understanding the Marketplace & Your Competitors
- Developing Your Mission, Vision, & Values
- Brand Positioning
- Communications Plans
- Developing Your Voice & Brand Persona
- Research Audit & Analysis
- Internal/External Positioning
- Social Media Strategy & Implementation
- Refresh of LinkedIn & All Social Media Profiles & Blogs
Case Study 1
EMPLOYMENT LAWYER IN MID-SIZED LAW FIRM WANTS TO STAND OUT & BUILD PROFILE
There are lots of employment lawyers but how do you stand out? That was the challenge posed by an employment lawyer at a mid-sized law firm in Toronto.
The sale of cannabis in Canada would become legal in a year and a half.
Naturally, there would be many issues and questions about the impact weed would have in the workplace.
At the time, the discussion was on the legal issues and not the employment law side of the equation. This gave us about a year to establish my client as a subject expert and the GO-TO person.
Get on as many panels in the HR space and provide commentary in articles, reach out to HR professionals and hold webinars, launch a proactive media campaign to introduce my client to reporters covering the story.
And develop a microsite attached to the company’s main website on weed in the workplace with an organic and paid Google search component.
The client becomes a noted subject expert on weed in the workplace in Canada and is frequently sought out for media comment. He also becomes a consultant to provide advice and guidance to industries such as transportation, that will be affected by the legislation.
Case Study 2
FAMILY PHYSICIAN BECOMES SOUGHT AFTER MEDIA SUBJECT EXPERT ON HEALTHY AGING FOR WOMEN.
A much-respected family physician in the medical community for thirty plus years was looking to expand her reach and share her knowledge on healthy aging beyond her practice and peers to become a thought leader.
Leverage client expertise via PR by commenting in the media about healthy aging issues, reaching out to women’s groups as a thought leader & speaker, become a regular contributor on a radio show targeted to women, and write a book on healthy aging.
Client has been recognized for her achievements by her peers and is a much sought-after speaker both nationally and internationally. She has been given numerous awards for her achievements. Her book is now in its’ third printing.
Case Study 3
CHANGING CAREERS. BUILDING A NEW CHAPTER.
EA former sales executive in the telecom business, my client wanted to change gears and go out on her own. She is an exceptional and successful sales person and wanted to use her expertise to start a sales training company. The Challenge moving from the corporate world to becoming an entrepreneur and getting the word out.
Using her expertise as a successful salesperson, she created various sales training programs to offer companies, sales teams, and individuals. A thorough analysis of target audiences conducted, key messages created, a website developed, revisions made to her LinkedIn and social media platforms.
The next step was to get the word out by holding workshops on effective sales techniques and networking to target audiences, especially women’s groups.
The company is thriving, and my client was happy not to be working in a large organization.