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Essentially corporate level strategy is about managing the portfolio of businesses to produce maximum results.
Brand is such an important aspect of running a business, like a mission statement it is what you can always go back to to clarify, to define and even to solve problems – if it doesn’t fit with the brand, then it shouldn’t be part of the business.
Leading the challenge today is FocalPoint Business Coaching Professional Larry Foster.
Larry is a West Point graduate with a combined total of 25 years service to his country as an Active Duty and Reserve Officer. With an MBA from St Johns University, Larry has held a number of Finance and Operations Management positions in a variety of Fortune 500 companies.
Larry joined FocalPoint International in 2006 and is the Area Developer for the State of Colorado. Larry and his wife live outside of Boulder, CO.
Here is his response to the question: “How I help my clients define their brand.”
“I challenge my clients to put into a single sentence or single phrase what it is that’s unique about them and their business – who they are and what do they do, and maybe even why they do it. The phrase should be memorable (maybe even a little audacious), concise and repeatable.
“The objective is to tie this phrase so closely to the client and their business that every time someone thinks about this unique offering or quality, that client and their business pop into mind.
“For example, I was working with a software company that produced educational software. Now, there must be hundreds of educational software offerings out there, so they chose to emphasize what was unique about their product.
“The phrase they chose, to really reflect the essence of what they do was, “Our software motivates middle school minority students to pursue an exciting future career in Math and Science.” This is much stronger and much more memorable than just saying “We provide world-class educational software.” It really set them apart from their competitors.
Thanks Larry, exactly what we want to see.”
Now let’s see how the rest of the group works – how do you help your client develop brand? What are the essential steps to solidifying the brand from the inside out?
Post your comments below – I look forward to reading them.