New web sites are
sometimes a must
One of the challenges
of being a busy marketing and public relations firm is that it seems nearly
impossible to get any work done for ourselves.
Since we started Brand Acceleration in 2006, we’ve had the same website
and almost no collateral materials.
We’ve talked about and planned for a new website for years, but whenever
I asked about the status of our new site, I was reminded of the backlog of
client work. I would often be asked,
“Who comes first – Brand Acceleration or paying clients?” In our office, everyone knows that clients
always come first and it’s difficult to argue with that.
The cobbler’s
children have no shoes
While
the origin of this phrase is unknown, it’s a very common phenomenon that
business people put the needs of their clients ahead of their own. I’ve seen owners of auto body shops that drive
rundown, rusty old trucks while doing beautiful work for their customers and
I’ve visited the home of a professional plumber where the pipes leaked. I guess it’s a common occurrence, and Brand
Acceleration is no different. Even
though our website was very nice when we launched the company, it was clearly
no longer representative of the company today.
Our client list and portfolio was nearly non-existent when the site was
built, potentially doing more harm than good.
We desperately needed a change. I
would cringe anytime someone said, “I looked at your website.”
When
it came time to get serious about a new
Brand Acceleration website, we had to do some much-needed evaluation of
the company and its core businesses.
From day one, we’ve been committed to being completely focused on two
industries – economic
development and AEC (architecture, engineering, and construction). These are industries we love and ones in
which we know we can make a difference.
On
the economic
development side, we knew our clients and prospects would want evidence
that we deeply understand their industries and audiences. Our new website would have to provide
evidence that we will be a valuable resource to communities looking to us for
marketing support.
For
AEC firms, we would need to
demonstrate that we are capable of doing much more than designing a pretty
brochure or website. We would have to
show that we are just as committed to their target industries as they are. That’s why we attend end-user sessions and
often conduct meetings and conference calls with owners, facility managers, and
building administrators. We feel it’s
our responsibility to know these industries so well that we bring our clients
solid counsel that helps them be better marketers.
Finally, it's our turnWhen launch day finally came, we had created a new Brand Acceleration website that was not just meant to show off how cool or creative we are, but one that would demonstrate that our team is the ideal marketing communications partner. Made up of highly-skilled strategists, writers, designers, programmers, public relations experts, and project managers, the Brand Acceleration team is crazy passionate about one thing – generating results for our clients.
Finally, it's our turnWhen launch day finally came, we had created a new Brand Acceleration website that was not just meant to show off how cool or creative we are, but one that would demonstrate that our team is the ideal marketing communications partner. Made up of highly-skilled strategists, writers, designers, programmers, public relations experts, and project managers, the Brand Acceleration team is crazy passionate about one thing – generating results for our clients.
Our
new site is clearly segmented
into our areas of specialization. It
also has an area where visitors can see featured projects
that show our creativity and how we think and serve the needs of our
clients. There’s a testimonial area
where visitors can see what our clients and friends have to say about us. Many thanks to each featured person. We’re deeply grateful for your kind words and
friendship.
If
you want to check out my qualifications as a marketer and a professional
speaker, check out the Brand
Coach section. I often speak at
economic development and AEC conferences and meetings and would be honored to
be considered for your needs.
After
years of stalls, delays, and procrastination, the cobbler’s children finally
have new shoes. The new Brand Acceleration website
is live and looking good. I encourage
you to visit it and check us out. We’d
love to be your marketing communications and public relations partner. Please feel free to give us a call to discuss
how we might be of service.
I’d
like to hear your opinion. Just click
here to jump in and leave your comments.
Have a great week,
Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications
// Public Relations
Indianapolis: 317.536.6255
Charlotte: 704:230:0394
Fax: 317.222.1425
Cell: 317.523.7380
Brand Acceleration is a full-service marketing
communications, brand management and public relations firm with a focus on
economic development, architecture, engineering and construction.
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