Helping Businesses Build Powerful Brands
Meet Jeri Quest, Owner of Quest Brand Consulting, LLC, one of InterAct4Impact’s strategic partners. Jeri helps companies build brands that stand out, a talent she has honed through her more than 20 years of marketing, research, and brand positioning experience with agencies like Fallon and Martin Williams and brands like United Airlines and Lee Jeans. Through her scalable and adaptive process, Jeri gives small and mid-sized businesses the tools they need to strengthen their brand in the minds of their customers and propel their business to the next level.
Here is our interview with Jeri:
Why is brand positioning important for businesses of all sizes?
Strong brand positioning helps a company stand out in the marketplace. In today’s environment that is full of noise and competing messages, it’s more important than ever to define and differentiate yourself and to make sure that what you’re saying and doing out there is consistent and impactful. Your brand positioning can help you do just that.
How do you guide companies through the brand positioning process?
The process has four parts: discovery, creation, planning, and execution and measurement.
During the discovery phase, we’re assessing where your brand is currently by looking at your existing materials and messages and how you’re using the tools that are available to you.
During the creation phase, we’re filling in the gaps to make sure you have everything you need to build your strategy and plan. That could be anything from a mission, vision, and values document, to a customer or competitor audit. It doesn’t have to be extensive, but digging deeper into just a few of these areas can bring lots of clarity about where you are and where you should be.
During the planning phase, we outline your action steps to build your brand strategically and accomplish your company’s goals.
The plan comes to life during the execution and measurement phase, when the plan is implemented and measured against your goals. This process is ongoing and focused on tracking everything and making adjustments when necessary.
What are the biggest benefits for companies who go through this process?
Companies who have taken the time to clarify and plan their branding can make better decisions about how to spend their marketing dollars to make the biggest impact on their goals. They know what to do next to move the company forward and are confident in their ability to measure their success and strategically adjust their course.
What is your biggest piece of advice for businesses who want to grow?
Take the time to understand the unique benefits you bring to your customers. Keep coming back to your key messages and become known for what you do. Be focused and own your space in the market.
If you would like to find out more about Jeri and the services she provides, please go to her LinkedIn page.