6 steps to redefining your brand in 2014
DESCRIPTION
The world is filled with forgettable brands. Outrageous claims. Overly designed logos. How will your brand stand out in the New Year? Based on an article that first appeared online in FastCompany, Siegel+Gale's Jason Cieslak, outlines 6 clear steps on how to help your brand stand out this year. Jason Cieslak is Head of West Coast U.S. and President, Pacific Rim for Siegel+Gale (http://www.siegelgale.com), a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. We deliver comprehensive services in brand development, simplification, research and digital media. Since our founding by brand sage and simplification pioneer Alan Siegel in 1969, Siegel+Gale's mantra has been "Simple is Smart." We begin every engagement with research, then thoroughly meld strategic and creative thinking to deliver brand experiences that stimulate the senses, engage the emotions and help our clients realize their full potential. Jason Cieslak is Head of West Coast U.S. and President, Pacific Rim for Siegel+Gale (http://www.siegelgale.com), a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. We deliver comprehensive services in brand development, simplification, research and digital media. Since our founding by brand sage and simplification pioneer Alan Siegel in 1969, Siegel+Gale's mantra has been "Simple is Smart." We begin every engagement with research, then thoroughly meld strategic and creative thinking to deliver brand experiences that stimulate the senses, engage the emotions and help our clients realize their full potential.TRANSCRIPT
JASON CIESLAK, PRESIDENT, PACIFIC RIM!!Based on an article of the same title - first published online for FastCompany - December 9, 2013.!
!!!6 STEPS TO REDEFINING!YOUR BRAND IN 2014!!THE WORLD IS FILLED WITH FORGETTABLE BRANDS. !HOW WILL YOU STAND OUT IN THE NEW YEAR?!!!
BEGIN WITH!‘WHAT’ AND ‘WHY’!
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1
Ask the Right Questions!!+ What do you do and why you do it?!!+ Who are my external and internal audiences?!!+ Have I communicated clear values?!
UNDERSTAND THE ROLE OF !PROMISE MAKERS AND PROMISE KEEPERS!
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2
Engage your team!!+ Who keeps the brand promise and who makes it?!!+ Do company leaders reflect the company voice?!!+ Are employees empowered by brand values?!
DO YOUR RESEARCH – !INSIDE AND OUT!
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3
Activate your employees!!+ What are the perspectives of my colleagues?!!
+ How can I learn about my employees?!!
+ Are my employees stewards of the brand?
BE BOLD!!
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4
Take the leap!!+ Does my vision lead the competition?!!
+ Have I avoided tough decisions?!!
+ Have I created meaningful customer experiences?!
KEEP THE PROMISE!BEFORE YOU MAKE IT !
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5
Live up to what you say!!+ Can my team deliver on what I promise?!!
+ What processes affect my customer most?!!
+ Have I prioritized critical customer touchpoints?!
THINK LONG-TERM!!
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6
With commitment comes success!!+ Is my infrastructure ready for long-term change?!!
+ Have I deviated from my brand purpose?!!
+ Is my audience still captive to my message?!
