“Branding the organization is inevitable. . .
Simply by virtue of existing and interacting with others,
the organization is branding itself.
Therefore, branding is going to happen
whether the process is managed or not.
The choice is only whether to approach the brand proactively,
or ignore and deny it and hope that the issue goes away.”

Dannielle Blumenthal, Ph.D.,
Blumenthal on Branding

Brand as shorthand
In many ways, organizations are like individuals. Each has its own specific “fingerprint” — strengths, character, and personality — that makes it unique and recognizable. In a world where no one has time to carefully weigh all available options, this fingerprint acts as shorthand to help us sort through the maze, a very real point of value at a time when it is increasingly difficult to tell one product or service from another.

When an organization’s brand fingerprint is clearly articulated so that customers, shareholders, distributors, employees, and partners consistently feel they “know” the organization and know what to expect from it, magic happens.

This is when high emotional engagement occurs. This is when “raving fans” and customer loyalty are created. This is when organizations gain sustainable competitive advantage.

Discovering and communicating this brand fingerprint helps organizations bring strategic focus to the power of their specific brand — giving brands a meaningful, recognizable shorthand that helps cut through the noise and clutter to connect with people.

Brand process
Visual Strategic Branding is a proprietary process developed by Hoeck Associates, Inc. to help organizations uncover their own unique Brand Fingerprint. The process ensures that the intangible attributes assigned to the brand become a visual, tangible representation to which customers can relate. The process can be used for a corporate brand, an internal brand, a non-profit brand, a product brand, or even for branding an event or process.

Brand communication
It works! Being true to the organization’s authentic brand is how trust, loyalty, and sustainable relationships are developed between the organization and its audiences. Great graphics and cool animation aren’t effective if they don’t accurately communicate the organization’s character or brand. Something’s amiss if the organization is not clear and consistent about how it is presenting itself in front of its publics. If the organization’s brand and its image are not aligned, “brand schizophrenia” occurs, which significantly affects the quality of the relationship and level of trust with valued audiences, including customers and employees. Both lose trust in organizations when they don’t know what to expect.

Visual Strategic Branding is a great way to ensure authentic brand communication that really connects with people. With brand strategy and visuals clearly articulated in a unique brand “fingerprint,” organizations can communicate compelling value with their own brand shorthand, promote emotional attachment and long-term recall of brand messages, develop marketing materials and vehicles that really communicate, create raving fans, stand out in the marketplace, and demand premium prices.

With over 25 years of experience in marketing communications, our team is clear about the success of this strategic branding process. We welcome the opportunity to share our success with your organization. Want more information? Please contact Kathy Rotte in Toledo (krotte@hoeck.net) at 419-472-8808 or Cindy Rossman in Phoenix (cindy@hoeck.net) at 480-634-7677.