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Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
An effective brand strategy can give you a major edge in increasingly competitive markets. For more than 10 years, NM Marketing Communications has been helping companies and organizations in Chicago develop effective branding strategies.
We start by helping you focus on your brand definition:
Then we develop the strategy and implement the tactics to consistently fulfill your brand’s promise.
Our work with Rolled Metal Products (RMP), a metal service center with plants in the Northeast and Midwest, illustrates the power of an effective brand. When we began working with RMP in 2005, the company had an extremely dated image that didn’t reflect the quality, value and technical support they provided to their customers.
For example, the primary photo on RMP’s first website was a truck used to transport stainless steel coils. This did little to convey the expertise and capabilities provided by the company.
During the next three years, the RMP invested in a significant corporate identity makeover and branding effort. A new tagline - Your Edge Is Our Role - became RMP's mantra. The company continued to position itself as a market leader offering diverse services to a changing customer base by launching a new website in early 2010.
Rolled Metal Products (RMP)
The website’s high-tech look, quality photography and exciting visual elements quickly establish the production efficiencies at the company’s three facilities. Trade association affiliations are prominently displayed on the new homepage, creating an aura of industry leadership. Brand consistency is reinforced through new print materials with similar visual elements.
Making investments in branding is a tough decision during an economic downturn, but it is paying dividends for RMP.
If your company would like to explore the benefits of branding, call us at 847.657.6011 or send us an e-mail. We look forward to hearing from you.