Seven Steps to Building a Strong Brand
Is your New Year resolution to build a stronger brand in 2007? If so, these seven steps may help.
This seven step program also provides strategy for rebranding your current brand by updating and honing your message to match your target market.1. Develop your benchmark. Measure your client's or consumer's and/or customer's experience.
2. Compare your organization to the various competitive choices available to your target market. (Don't tell my you don't have any competition!!)
3. Analyze your SWOT. (Outline your brand's strengths, weaknesses, opportunities and threats. Hint: Strengths and weaknesses are internal. Opportunities and threats are external.)
4. Focus on the Opportunities. Expand on your Strengths. Capitalize on your competitor's weaknesses.
5. Identify your message. Carve out your niche.
Create the branding images. Think visually. Your message has to communicate in a second or two. (Did you read Malcolm Gladwell's book: Blink... if so, you know what I mean.)
6. Time & Money. Layout the timetable. Identify your budget components. Estimate your investment.
7. Implement the branding tactics.
Tags: Marketing Branding Target Market Brand Strategy Rebranding
2 comments:
Hi Chris--
You are right on the money with all steps--the only thing I would add is the iteration and development of your individual brand--no matter what your business, no matter how successful you are, your individual brand identification is your most powerful marketing tool. Don't leave home without it!
Lyn
Lyn -
You're so right! Knowing yourself ie. knowing your brand is crucial. Hopefully by examining your strengths and weaknesses you'll know your brand pretty well.
Thanks for posting a comment.
Chris
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