“Identity Projection” is so important to us, that we named our business after it.
And, as modern day marketers, we see the irreplaceable value of having a good brand, and being able to profit off of projecting that brand correctly.
To describe what we mean.. consider “The IP Three”
Business 1: The Ad Chaser 🙁
Has excellent “projection” but the catch is, this “advertising” is not founded on brand identity. This business claims they deeply care about their customers but they don’t handle customer complaints empathetically. They advertise their business as “high-end service” yet always seem to fall short on their claims.
Throws endless marketing dollars into advertising campaigns that have broad reach but are short-lived. They spend thousands on advertising budgets generating leads that don’t convert or eventually turn into bad reviews down the line.
Business 1 is not successful long-term, because it fails to capitalize on excellent exposure due to poor brand ID. No amount of advertising can compensate for poor customer experience.
Business 2: The Poor Projector 🙂
Has poor “projection” but the catch is, the “identity” is what has kept this traditional business afloat all of these years; successful customer experiences and word-of-mouth.
This business has not even considered advertising but rather spends time engaging in one-on-one relationships. Although this business isn’t losing money on advertising, they are missing the potential opportunity to generate more business.
Business 2 is modestly successful long-term because it has a solidified brand ID, but this business has an immense amount of room to grow with the proper “projection”.
Business 3 is Our Ideal Type of Business: The “Identity Projector” 😀
Has excellent “projection”, founded on legitimate brand identity. This business practices what it preaches and their advertising matches their business practices.
Unlike the others, this business strategically maximizes every marketing dollar on successful advertising campaigns that yield long-term repeat customers. Their brand speaks for themselves and they are able to benefit from positive customer experiences through positive reviews and referrals.
Business 3 is successful and thriving short-term and long-term because of its excellent brand identity and the strategy to capitalize on it.
Where does your business stand?
If your business matches business 1 or 2, have no fear, there is always room for growth and it all starts with realizing your Brand Identity. If you’re looking to take your business’s marketing to the next level contact us for a free consultation… we’d love to help.