CENTRAL JERSEY MARKETING EXECUTIVE REVOLUTIONIZES APPROACH TO BUSINESS BRANDING
Whitehouse, NJ - Ed Delia of Whitehouse, New Jersey’s Delia Associates, has redefined the approach to corporate branding for small and mid-sized companies trading in all types of market areas. The 41 year old agency has developed and initiated an organized system of brand development that serves to define the values that are found at the heart of a company.
“Too many companies assume that their “brand’ has simply evolved as a result of who they are and what they do,” stated Delia. “In reality, a well defined brand that becomes an integral part of a company’s public communication mindset will help to make a business as generic in the minds to their target market as Kleenex and Band-Aids are to the general public.”
Delia explains that a brand is a company’s “claim of distinction,” signifying the presence of a unique entity. A brand represents ‘core values’ and should be developed to create an emotional response in its audience without the necessity of the audience directly experiencing the product or service.
Positioning his firm as “The Brand Success Agency,” Delia has developed an organized method for defining a brand, instilling the brand mindset into every employee from the person who answers the phone to the CEO. This brand is then communicated in every document produced.
The company’s proprietary brand development process has been successfully applied to a broad range of businesses and industries, including professional services, manufacturing, trade services, technology, engineering, education, packaging, and pharmaceuticals, among others.
The process begins with an analysis of the company, the products, and the people, eliminating those elements that are not deemed “unique.” Working with management, marketing and operations, the methodology will define the brand “essence” and integrate it into all communication, spoken and written.
The purpose of branding is to drive business growth by creating distinction and building brand loyalty. “With all the competition out there, and the new and unique ways of communicating a message, it is critical for a company to develop a method of standing out from the rest,” explained Delia. “And, once a client or customer is acquired, an effective brand will maintain the company name at the forefront of decision making.”
Establishment of a distinctive brand identity is the value added component that separates one company form its competition. Delia’s unique approach to isolating the elements has proven results. “It’s a function of focusing...on those elements that are unique to a company, and on carrying the brand through everything that a company is and does.”
