![\"branding\"](\"https:\/\/berkonomics.com\/wp-content\/uploads\/2015\/11\/branding.jpg\")
<\/a>to say, and how we are going to say it.\u00a0 We want our audience to know what we stand for in the fewest, most memorable words.<\/p>\n[Email readers, continue here…]<\/em><\/span> \u00a0Think of this as our core message.\u00a0 We define (clearly) what we give (our core attributes) and then why it matters, or what our audience gets (the benefits).<\/p>\n A good brand strategy then lists supporting arguments for both the give and the get.<\/p>\n Once we have done this, we should be ready to create our audience\u2013facing message, which we know as advertising.<\/p>\n Very few of us have conducted a brand strategy effort, and much of our advertising reflects this, with wasted ad dollars spent as we nibble around the core message and miss targeting the primary \u201cget\u201d message in our ads.<\/p>\n You can follow the steps outlined above and attempt to define your core message, or seek help from a professional.\u00a0 It seems that most often, this extra effort to define brand message would be cheaper and much more effective than our present attempts at \u201cspray and pray\u201d advertising today.<\/p>\n Or you can hope your present advertising is effective \u2013 and concentrate on learning a new skill at the ranch.<\/p>\n We\u2019re talking about brand strategy here.\u00a0 Not advertising, and certainly not an easy grasp for amateur marketers.\u00a0 So how developed is your company\u2019s brand?\u00a0 Is your message clear, concise and consistent? There is a process used by professionals to get … Continue reading <\/h2>\n","protected":false},"excerpt":{"rendered":"