Xavier Creative House

BUILD ON YOUR SUCCESS

Have a question about building a great healthcare brand? A brand problem you're trying to solve? The XCH experts are happy to share healthcare marketing and promotion insight and advice anytime.


Video Marketing Is Hot. Doing It DIY Is Not.

Dear House Rules,

I want to use video to promote my product-centric business.  With all of the DIY options on social media, can I do a good enough job to represent my products and my company? It looks so easy. What actually goes into making a business video?

Sincerely,
Should I Do It Myself?

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Made Your Mark in This World? Now Protect It.

Dear House Rules,

My start-up has enjoyed a successful launch with steady, if not rapid growth over the past year and a half. Our team has come up with some excellent concepts and keywords which describe our unique service. At what point would you suggest we trademark our original product names and images? Is this a good investment of our time and money?

Sincerely,
Securing our Inventive Business Concepts

 

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Competitive Set. And Match.

Dear House Rules,

I started a business last year with moderate success. Now that I’m cash-flow positive, I’d like to evaluate my 3-5 year plan. What role does the competitive landscape play in my marketing strategy? Can you describe what is involved in the analysis and how it can help my business?

Sincerely,
Getting to Know the Competition

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The CEO as a Corporate Symbol

Dear House Rules,

As the CEO of a tech start-up, I want to be seen as a dynamic and influential leader by my team. What role does personal brand play in my executive development? We have a strong company identity that positions us in the market. Is that enough or could I be doing more?

Sincerely,
Creating Executive Presence

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Trademarket-ing

Dear House Rules,

I’m an attorney working with Clinical Research Organizations, CROs, who needs to propose a trademark along with their new drug application when seeking FDA approval. The process used by the FDA for screening brand/marks is different than the trademark office and there is a chance that the FDA could approve the product but refuse the mark. Marketing is not my area of expertise but this issue becomes critical in my business since it could delay the product launch. What would you suggest CROs do to vet the product branding prior to submitting the trademark with FDA applications?

Sincerely,
TradeMarket-ing

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Don’t Just Assume the Position

Dear House Rules,

I own a start-up IT business. My service capability is really diverse and flexible and I want to appeal to the widest possible audience. How do I write a positioning statement that informs as well as attracts the largest number of customers?

Sincerely,
Don’t just assume the Position

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Why Tell Your Business Story?

Dear House Rules,

As a women-owned business, I feel the journey that got me to this point in my career is an important reason why people do business with me. How can I incorporate a personal narrative into my marketing to tell my story and highlight my unique skills?

Sincerely,
Why Tell Your Business Story?

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Is it Free?

Dear House Rules,

I saw a cool design on the web and I want to use it in my business marketing. I was able to copy it and save to my hard drive. Does that mean it is free and OK for me to use?

Sincerely,
Is It Free?

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It’s Not What You Know, It’s How You Look

Dear House Rules,

As a woman-owned business, I believe the integrity of my work speaks for itself and ultimately that is how my clients judge me. I also realize that appearance does matter but don’t want to allocate too much of my budget to window dressing. How can I determine the most realistic figure to put aside for branding given my tight budget?

Sincerely,
It’s Not What You Know, It’s How You Look

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Archetype or Not

Dear House Rules,

I’m just starting out in my business and I read an article on brand archetypes and the expansive effect they have in bringing my business offering to the public. What is your advice on how to select an archetype and do you believe it is a necessity for my brand marketing?

Sincerely,
Archetype or NOT

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Sins of the Past

Dear House Rules,

Every time I bring up branding to my new business partner, she says buyer beware! Unfortunately, the last business she launched was plagued with a series of costly branding mis-steps. First, she designed her own logo based on a childhood fascination with butterflies. Next, she paid a printer to monogram countless go-to-market collateral pieces with the image. In the end, she contracted with a marketing guru to create an ad campaign that had nothing to do with butterflies and the budget was blown. I know there is a better way to brand. Can you help me overcome the stigma of our branding sins of the past?

Sincerely,
Sins of the Past

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Get It Right the First Time

Dear House Rules,

As a new business owner I have a limited marketing budget. Is there an order and priority to how a new company approaches branding? Should I start with getting a logo?

Sincerely,
Get it Right the First Time

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