*What prompted me to update my brand?
*Am I going through a transition like a merger or growth?
*Am I introducing a new product or service?
It's imperative to conduct research with your customers, competitors, and marketplace to help define your strategy and build a story that will resonate -- and differentiate you -- with your target customer.
*What do I want this company to be?
*Why should people do business with me/us?
*What's my value proposition? (What differentiates me from my competitors?)
*Who are my customers?
Keep this down to one page to simplify the process and make it as straightforward as possible. When your strategy and story are crystal clear, developing a brand name and identity will be easier than you think. The right choice will present itself if your decision is built on a smart, solid strategy.
2. Design the customer experience Stating your claim and lip service doesn't cut it -- customers need to experience your brand. Review all customer touch points; the space where you interact with customers. Review your sales processes and even your product or service design. Make sure all your touch points are aligned and designed to tell your brand's story. Develop processes for you and your team to assure that your message is consistent.
If you have employees, be sure they are on board making sure they understand and believe in your brand. Train them so the right customer experience actually occurs.
3. Start spreading the news
Now it's time to go public. Do what is right for your business' strategy and goals - advertising, public relations, target marketing, special events, social networking, etc. Review your brand strategy to determine what's the best fit to reach your target customer -- and get them to take action.
Be sure to track your success for each campaign so you know what worked and listen to what your customers are telling you to further define and refine your brand.
Related posts:
Someone Has Visited Your Web Site Once, What About Again?
Market Your Biz Online: Local is Key Area of Focus for Search Engines
Step by step process to create a viral marketing strategy
This content was adapted by me for local small business for this article post.
Original content created by Molly Rice, Spyglass Creative, in a May article for iMediaConnection.com. Read the full article here.
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