Can your brand survive tough times? Quick tips to impact your bottom-line

With an economic downturn, many companies are scrambling to stop the hemorrhaging of money going out and little coming in. Heres how to utilize your brands full potential without breaking-and maybe adding to-the bank.

With an economic downturn, many companies are scrambling to stop the hemorrhaging of money going out and little coming in. Downsizing and budget cuts abound, but are these the only aspects of a company that are being adversely affected?

The answer is no. A companys brand is a top asset that quickly gets ignored as the economy worsens, much to a companys detriment. Even though your company may be struggling, it should never look like it. Heres how to utilize your brands full potential without breaking-and maybe adding to-the bank:

-Refocus your brands message

During the current economic upheaval, your target market is also changing. While staying true to your companys identity, target your message to the market that is best suited to utilizing your services at that time. Todd Baer, Creative Director and Co-Founder of Baer Design Group, a Chicago-based identity consultancy, agrees: Your brand is a commodity that cannot be held in your hand, but it is your most powerful asset. Recessions are not times to ignore your brand, but actively manage it and sell it to your audience."

-Look for unrealized exposure

Now is the perfect time to look for unutilized assets within your company that can lead to maximum exposure. Planet Cargo, a Chicago-based relocation company did just this with the help of Baer Design Groups branding experts. They identified their white trucks as unutilized moving billboards. By painting them with their refocused brand image, Planet Cargos sales increased 34% within four months. Identity consultants," says Baer Design Group Principal and Co-Founder, Lisa Baer, pay for themselves by showing you ways to utilize your brand and increase profits.

-Present a consistent image

Even with a refocused message and maximized exposure, uniform application of your brand key to creating customer loyalty and company recognition.

One way to maintain a consistent brand is through a central online storage vault containing your companys logos, files and images. Baer Design Group offers one such tool: Brand Briefcase©. Upkeep of identity is simple as clients can give access to their employees and vendors whenever a file is needed. Our clients branding needs are at their fingertips," says Todd Baer.

Tamara Taylor-Bassin, a Planet Cargo partner, concludes, Our profits increased because of our efforts to refocus, expand and communicate our brand. Our revamped identity helped us establish the image of our company as an international system and gave us uniformity in the marketplace."

By following these tips on smart brand management, your brand works for you, so you can get back to work.

For images for media use, or more information on Brand Briefcase©, contact Baer Design Group at:

1234 Sherman Ave.

Suite 107

Evanston, IL 60202

phone 847-866-7300

fax 847-866-7303