Branding can help a business sizzle
Makeovers aren’t restricted to people wanting to change their looks or to make a house easier to sell.
Established businesses also can benefit from image updates through the process known as branding.
"Branding positions the personality and identity of a company or product among the competition," explains marketing professor Francine Jones from Concordia University’s John Molson School of Business. "It sends out a message of a company’s purpose in the market."
Jones, whose expertise includes brand management and corporate identity, said businesses sometimes simply want a fresh start or to expand their market with a whole new line or brand.
That’s where companies like Montreal marketing and communications firm Precision come in.
President Glen Eisenberg said he targets local medium-size independent businesses with national and international dealings making $10 million to $50 million in annual revenues that need a more marketing-driven approach to sales. Then he "forces the clients to find their comfort level for marketing activities."
That starts with "asking hard questions of our clients’ competition, strengths and weaknesses, then making recommendations and introducing elements and programs to drive the clients’ businesses and meet their objectives."
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