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Branding is at the core of any successful marketing program. Externally, your brand creates a consistent identity, a “difference” about your product or service that distinguishes it among competitors, makes it memorable and builds lasting relationships with your customers.
Internally, a solid brand serves as a guidepost in all you do, from employee communications and development, to operational decisions. It gives you and your team a clear and consistent understanding of who you are, what you do and why your customers can’t live without you.
Don’t miss this essential step in your marketing plan. All professional services at On Point evolve from a solid understanding of your brand. As a first step in any communications strategy, principal Kim Cecere will work with you to get to the heart of your brand.
Brand Strategy
Research, primary and secondary: Focus groups and surveys
Market assessment/competitive analysis
Naming
Brand guidelines development
Brand communications strategy and execution
Logo and identity system design
Brand narrative development includes positioning, messaging, personality/brand attributes and promise (tagline)
Brand positioning session
Here’s a summary of what On Point can do for you on branding:
Supporting your sales team with creative, credible and cohesive materials is a specialty at On Point. We focus on creating topnotch collateral, digital assets and measurable campaigns that deliver results. On Point founder Kim Cecere has worked extensively with in-house and creative agency “marcom” teams, crafting messages and working closely with talented designers to build brand loyalty and discoverability across customer touchpoints.
Marketing Communications
Video scriptwriting and production project management
Professional photo shoot art direction, project management
Social media strategy
Digital and print advertising
Email marketing
Content strategy: blogs, websites, social media
Marketing plan development and execution
Copywriting and design: Branded collateral materials and digital assets, including brochures, case studies, presentations, sales sheets, signage, websites
For Business Development teams in need of marketing materials and campaigns, On Point provides:
Public as well as privately-held companies have multiple audiences they need to communicate with on a regular basis… employees, customers, journalists, shareholders, investors, industry analysts and other key influencers… The list is extensive, as are the types of communications strategies, tactics and platforms to develop and deliver engaging campaigns and conversation.
On Point owner Kim Cecere intimately understands the important role of Corporate Communications. She’s been in the trenches when a company is in transition, whether evolving its brand or shuttering its operations. She’s also skilled in how Corporate Communications can collaborate with “internal customers” such as HR, Compliance, Education and Training, and Sales/Marketing to connect and engage with multiple audiences.
Corporate Communications
Video scriptwriting and production project management
Professional photo shoot art direction, project management
Mission, vision, core values development
Executive communications
Employee communications: newsletters, organizational transition communications
Content strategy: blogs, websites, social media
Copywriting and collateral materials development: publications (print and digital magazines and e-newsletters), case studies, white papers, fact sheets, press kit/online newsroom
For corporate communicators on overload seeking to augment their team, here’s a snapshot of our work in the Corp Comm arena:
Public Relations is a meaningful and cost-effective way to build awareness and influence perception. It’s no wonder companies have long benefited from PR’s unique ability to tell their stories in a genuine way with reach and impact.
A well-thought-out PR program can educate audiences on your differentiation in the marketplace, drive traffic to your website, generate positive press coverage, tap industry influencers and strengthen community ties—ultimately, amplifying and protecting a company’s brand image.
The PR pros at On Point are experts not only in the process and implementation of public relations, but in its evolution. Every client is different; new media are emerging every day. Our ability to customize campaigns and apply the best mix of traditional PR with social media, digital and content strategy is a key strength.
