Question 2: If they find you, what will they see?

Question 1 was “if someone is looking for what you offer, where are they looking?” To answer, define your target audiences (the “someone”), as well as what they’re looking for (your offer). Then focus on how and where those people are looking. (These days, most of us start any search online.)

Now … if they find you, what will they see?
Your positioning, your visual and verbal brand—is defined by what’s seen, heard and read.

Is your message clear? Can someone tell at a glance (whether online, in-store or on an ad or mailer) what you offer and WHY THEY SHOULD CHOOSE YOU? Yes, that’s all caps … because many companies don’t explain the why. They just present the what—here’s what we do.

Your visual brand … is it memorable, distinctive? Or is it another “me too” look that sinks into the sameness of your industry?

Pretty is good, memorable is better
There are lots of ways to combine visuals and copy to make them presentable. But start with your audiences. Design and write from their point of view. Be memorable. Be clear. Eliminate fluff.

Then synchronize your website. Use the same visual cues and messages. If someone sees an ad or mailer, they’re going to check you out online before they pick up the phone. For sure.

More insight and tips on these essential marketing questions:

    > No. 1 of 5 | If someone is looking for what you offer, where are they looking?
    > No. 2 of 5 | If they find you, what will they see?
    > No. 3 of 5 | Will you stand out in 3?

2014 is here
If you’re still evaluating or you’re not thrilled with where your year ended up, we can help. A brand audit will give you a professional review of what’s working, what’s not, and where you should focus for 2014. Give us a call toll-free 866.363.4433, reply to this email, or download our overview.

P.S. We’ve just posted a logo gallery on our website.The logo is your brand’s thumbprint. A great logo is memorable. An effective logo supports your positioning.