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North West: Is your brand pointing clients
in the right direction?

Unless you live in a remote mountain cave, unplugged and off the grid, you’ve probably heard all the hoopla and speculation surrounding the naming of Kimye (working title), the spawn of Kanye West and Kim Kardashian. The suspense ended with the big unveiling: the child will be named North. That’s right, North West. Talk about a set up for some modern day Abbott and Costello exchanges. This child will not want for direction in life.

Speaking of direction, let’s talk about the direction your brand is giving clients. The first time people encounter touchpoints of your brand—your business card, an employee at an industry event, your web site, your offices­—they are at a decision point. They have reached the proverbial fork in the road. They either engage or move on.

To entice your ideal client to decide to move in your direction, it is essential at each of those encounters that your messaging:

Make sure your brand points clients in the right direction at every touchpoint. Don’t leave them foundering, or else, to paraphrase Yogi Berra, when they reach that decision-making fork in the road, they’ll take it.

ID IQ: Is your logo working for you?Are you ready to build or energize your brand but don't know how to get started?

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Next Issue:

The Big Squeeze: Avoiding messaging that misses the mark

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