Brand Identity: What’s Your Threat Level?

The most secure and successful brands are so clearly differentiated in the minds of clients, and give such value to them, that their identity is easily “passed around” in the marketplace.

What’s the “threat level” of your brand? How can you move to a position of market security?

Think about brands that, in your own experience, occupy the green “low threat” zone. These are companies or people that you naturally and enthusiastically recommend to others. What makes them powerful in your mind and heart…and how can you arrive there?

Steve Woodruff

Steve Woodruff launched his consulting practice (Impactiviti LLC) in 2006, working with clients to create branding that sticks.

StickyFigure, a division of Impactiviti, specializes in helping small and mid-sized businesses that are seeking to make greater impact in their marketplace, but do not have the internal resources to brand themselves effectively. We also partner with larger organizations that need to borrow a fresh creative perspective.

Steve also actively consults in the training/communications field, with a particular focus on healthcare and pharmaceuticals; and he serves as VP Communications on the Board of a local ASTD (American Society of Training and Development) chapter in NJ.

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  1. Point well made Steve!

    And I love the “clearly differentiated” way you make it.

    Keep creating…Mike

  2. rahul chawda says:

    a nice perspective to gauge how your brand is doin in the market place and in the minds of your consumers..

    the best approach in my mind to be in the green zone is to make a strong connection with your consumers in every interface your business/ brand has with them.

    we always need to keep remindin ourselves that it is not about what we are capable of offerin or deliverin… it is all about what our consumers care about in our products/ services and then devisin our offerin accordin to that. thats the secret to stayin in the green zone.

  3. says:

    this post was extremely helpful. great clarification of what an entrepreneur should think about when developing their business/marketing plans & strategies.