5 steps to revitalize your brand
DESCRIPTION
5 Simple Steps to Revitalize Your Brand. 1. Identify the Problem 2. Brand Evaluation & USP 3. Under the Channels 4. Re-design & Execute 5. Assess Immediate Progress & Plan for the FutureTRANSCRIPT
WHAT IS A BRAND?more than a logo...
WHAT MAKESA BRAND?
logonamemissionproductspersonnelpackagingvisual styleadvertisingmarket positioningand the list goes on...
WHAT IS OUR BRANDTELLING THE WORLD
ABOUT US?
WHAT SHOULD OUR BRANDBE TELLING THE WORLD
ABOUT US?
USPunique selling proposition
(positioning)
WHAT IS USP?
the singular characteristicthat sets your brand apart
from the competition.
in short, why the audiencewants to choose you.
COMMON FORMS OF USP
FUNCTIONproviding solutions or benefits
convenience, time-saving, long-lasting, high-quality
SYMBOLISMthe meaning behind the brand
hand-made, family owned, socially conscious, recognizable
STIMULATIONaesthetic, sensory or cognitive appeal
thought provoking, well-designed, welcoming, engaging
WHY WOULD A CONSUMER
CHOOSE USOVER OUR COMPETITION?
QUESTION ONE:
WHAT MOTIVATESCONSUMER ACTIVATION?
QUESTION TWO:
HOW DO OUR
PEOPLESEE OUR BRAND?
QUESTION THREE:
ARE THEY
PROUD?
WHAT ARE OUR COMPETITORS’
WEAKNESSES?QUESTION FOUR:
WHAT ARE THEY DOING
BETTER?
WHAT LIES AT THE
HEARTOF OUR BRAND?
QUESTION FIVE:
PUTTING USP INTO ACTION
POSITIONING STATEMENTmake one. use it... consistently.
every aspect of your brand should reflect your USP.
RE-EVALUATE OFTENchange is key. complacency kills.
make it a part of your six-month planto revisit your positioning, especially if
your target audience, leadership, or competition has changed.
problems: established.USP: defined.
channels: navigated.redesign: executed.
WHAT’SNEXT?
AVOIDING THE
VICIOUSCYCLE
WHAT YOU DID BEFORE
BROUGHT YOU HERE.DON’T RETRACE YOUR STEPS.
REMEMBER:
be sure to keep track of your
METRICSmedia hitsfoot traffic
sales figuresnew customers
website analyticssocial media score
sure, you have a
limited budget...but can you afford to
MAKE MISTAKES?
on the creative side...
who can you rely on to beas EXCITED and KNOWLEDGABLE
about your brand as you are?
know when toBRING IN THE RIGHT EXPERTS.
RESOURCE MGMT.
always test a new partnershipBEFORE you negotiate a
long-term campaign.
make sure your resources understandyour VISION and CULTURE...
and have the EXPERTISEto deliver a quality product
every single time.
the culminationof your efforts...
your new
MARKETING
PLAN
a marketing plan in a
NUTSHELLnew collateral needsad creative & buys
web presencesocial media strategy
event planningcommunity engagement
and a REALISTIC TIMELINE & BUDGETfor all of the above.
THINK IN TERMS OF
1 • 3 • 6 • 12MONTHS
DON’T BE AFRAID TO
THINK BIGDO MAKE SURE TO
BE REASONABLE