5 Steps to Revitalize Your Brand

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