Consensio

I experienced that the question of when to leave the safe haven of “letterhead, business card and website logo” to start using the created identity for marketing purposes, seems a mystery to many small business owners.

At first, it seems the investment in the re-branding stretches the strategic muscle to the limit of many business owners. The next step, actually using it to market, is an even bigger hurdle.

“Should we use it to express our message? What’s a campaign and what’s the difference in just saying who we are and what we do? How do we get there? Do we need to get there?”

I say to Consensio clients that corporate identity is like a passport. It identifies them on a superficial level, not on who their friends are, or what their personalities are like.

Getting to know a personality, you have to engage in dialogue. This is why we do it, when we market. How we do it, is using marketing tools.

Pressed for time and strapped for money, the call for brochures and websites is bigger than for meaningful strategy.

To resist the client pressure and develop a strategy beforehand, will benefit the client long-term, but it remains a matter of building client trust in strategy before action. Consensio has specialised in corporate identity and brand development since 2001.