Edge has once again been published. Western Canada Highway News magazine, western Canada's official trucking industry magazine, requested an article focussing on branding for their special report "Improve Your Business" for the spring 2010 issue.

As promised, here is the sidebar that ran along side the article.

9 Advantages of Branding:
1. Top of mind - a company that is top of mind is usually perceived as a company to trust
2. Trust - people are creatures of habit; when they trust the brand it gives confidence
3. Cross-selling opportunities - expand offerings of company with new services and strategic partnerships
4. Emotional connection - if the consumer has a positive emotional connection or reaction, trust and loyalty will follow
5. Price de-sensitivity - consumers tend to invest more in top brands and names
6. Reduced sales cycle - if a solid trust relationship exists, people buy more easily and more often
7. Greater exposure means more ink - a proactive company with an established brand has a higher profile in media
8. Decline in lost opportunities - you are considered for more contracts
9. Employee recruitment and employee retention - people work for successful companies