Brand Self-Awareness: Becoming Conscious

Brand Identity
Show Them Who You Are

This week we’re meeting with a new consulting company to listen to some of their marketing dilemmas. They’re excited about a tremendous opportunity with a multi-national manufacturer. Yet despite their impressive backgrounds and early success, the company needs help. They need help organizing their business process and translating their service offerings into tangible, easy-to-understand documentation. They need a way to reach new clients and to present their solutions simply, cohesively, and with memorable impact. Of course, as they’ve come to realize, such feats are not easy to accomplish on their own.

The failure with marketing communications most often occurs when companies fail to develop their brand strategy. An effective business process is not enough to win over new prospects. A company must be able to effectively communicate their basic value propositions and their unique way of doing business. They must, in effect, become “self-aware.”

Corporate Identity

A corporate identity that is “self aware” starts with identifying a company’s core values. This step is often glossed over by ambitious upstarts. “We already know who we are” is the common thinking here. Yet the overuse of stock images and photography is a clear example that companies don’t know who they are. Everyone thinks their company can succeed if they’d just be given the chance. Below are three requirements for building a brand strategy that invests in more than just wishful thinking…

1)    Identity your core values and what differentiates you from your competition.

2)    Communicate your basic value propositions through high-quality imagery, photography, and messaging.

3)    Breathe life into your corporate identity with an integrated online and offline marketing strategy.

In order to build a foundation for you company’s brand, start with the cement. Invest in a marketing partner that can help you envision, create, and reach new opportunities. Invest in the dream of creating the best firm or company in your industry or market niche. Isn’t that why you’re in business in the first place? Of course it is. Yet we cannot do it alone. We need the strategic and tactical help of partners similarly invested in our success.

Messina Marketing Group

Media Express: a short commute from past to present

So just what is this blog all about? Well, we’re ecstatic that you asked. This post is adapted from the very first Writing Killer Content blog post, when MMG was still in its infancy. We have since expanded our services and our vision. Yet this article captures much of the original vision for our blog. It’s about conveying messages. And it’s about business. It’s about doing business in today’s interactive world.

It’s about community and it’s about passion. It’s about living in real-time and looking at our colleagues with respect and admiration. It’s about participating in the ongoing conversation.


If you’re new to marketing or social media, the cries ring loud and clear: “Get on board! The train is leaving the station, don’t get left behind!” You know you must act, and you’ve waited too long as it is. It’s time to get on, and if you’re really motivated you can still get that first-class ticket.


“But where do I start? What will it cost? And where will I see the results?” Though the answers will vary from company to company, the common denominator is this: Think slim, think smart, and start now.

Before you can bring your new products and services to market, the focus must be to differentiate, to communicate, and to connect. Your messaging and your ideas must be clear, effective and—in an age of shortened attention spans—to the point! Take a look at the following internet statistics from over the past five years:

• “A recent Logitech study revealed that people, on average, have six applications open on their computer at any one time, and the active window switches or a new window opens every 50 seconds.” ~Logitech

• “Users won’t read your text thoroughly in a word-by-word manner. Exhaustive reading is rare, especially when prospective customers are conducting their initial research to compile a shortlist of vendors.” ~Askmepc Webdesign (from “How People Read a Web Page”)

• Users read half (50%) the content on those web pages with 111 words or less. For web pages containing 200+ words, users read only between 20% and 40%. ~from “Not Quite the Average: An Empirical Study of Web Use.” Provided by Jakob Nielsen.


Personal computing, along with marketing, has indeed come a long way. When we think about content today, we know we’re in a numbers game competing for visitors. But content is still king. And he is a thinner king and a slicker king. And like anyone in power, he never takes his throne for granted.

Messina Marketing Group