- views and corporate culture,
- reputation and position in the market,
- overall quality of products or services,
- interaction with its clients, prospects, and vendors, and
- its leadership.

A brand includes all attitudes, actions, comments, statements, and images – It’s also the experience a firm creates for its clients. Every touch point, interaction, and message is being interpreted by clients, prospects, employees and the public. That interpretation is your brand.

Texas A&M University – now that’s a brand whether you bleed maroon or not. Its traditions, students, faculty, administration, sports, vocabulary, and all things Aggie create a strong brand in the minds of those who come in contact with TAMU. There’s nothing like that Aggie spirit, the Aggie network or a “Howdy” that lets one know exactly what is being represented.

Is your firm producing consistent experiences and sending focused messages to ensure that the intended interpretation is supporting the brand you wish to create? Think about it.

Success is created by those who reach out through the cloud of uncertainty and grab it. Success is for the taking. Stepping out from the naysayers and doing something. Making a statement. Taking a bold action. Daring to be different and distinct.

So, stand tall today. Look at the mountain in front of you, whatever that mountain may be, and know that you will conquer it. Then, take the first, bold step and keep walking strong. Everything is uncertain . . . so what!

I’ve often spoken about the importance of having laser-like focus – on your goals, target market, positioning, and service lines. It sounds easy, but staying focused is one of the most difficult concepts to master, particularly in tough economic times. Is economic uncertainty what really drives a lack of focus? I think most lack of focus in business is driven by self-doubt (aka, second guessing).

Focus is dependent upon positioning. Positioning means knowing exactly who and where your firm stands in the marketplace, that your services and service delivery are distinct, and knowing where the firm is headed (the vision). It is easier to maintain focus when the positioning is integrated into all aspects of your firm and specific steps are being taken to achieve that vision.

How can you achieve focus? Know the “who.”

All firms know “what they do,” but those who achieve their goals with laser-like focus know the “who.” Focus is achieved by knowing the personality of your firm and how that personality translates into your brand. Then, understand how that brand permeates every second of every day – employees, clients, communications and service delivery. Know the “who” and focus will follow.

Marketing Straight Talk Blog

As business becomes increasingly complex, the Hollinden team is bringing simplicity. We will focus on one word that impacts business and blog our interpretation.

The purpose? To challenge those in professional services (our focus and area of expertise) to stop doing what they've always been doing, consider new alternatives, and change actions. The posts are intended to make you think, react, and take charge of your firm's future. They might initiate a new strategic direction, new ideas, or renew commitment. Whatever the posts do for you, we hope they generate an emotional response – even make you angry – perhaps angry enough to realize that new actions mean new results.

Let us hear from you. Share your thoughts, your results and your ideas. Suggest the word you'd like to see featured. We promise our posts will deliver Marketing Straight Talk.

Warmest regards,
Christine Hollinden, CPSM