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5 Steps to Revitalize Your Brand

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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 Future

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WHAT IS A BRAND?more than a logo...

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WHAT MAKESA BRAND?

logonamemissionproductspersonnelpackagingvisual styleadvertisingmarket positioningand the list goes on...

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WHAT IS OUR BRANDTELLING THE WORLD

ABOUT US?

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WHAT SHOULD OUR BRANDBE TELLING THE WORLD

ABOUT US?

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USPunique selling proposition

(positioning)

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WHAT IS USP?

the singular characteristicthat sets your brand apart

from the competition.

in short, why the audiencewants to choose you.

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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

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WHY WOULD A CONSUMER

CHOOSE USOVER OUR COMPETITION?

QUESTION ONE:

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WHAT MOTIVATESCONSUMER ACTIVATION?

QUESTION TWO:

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HOW DO OUR

PEOPLESEE OUR BRAND?

QUESTION THREE:

ARE THEY

PROUD?

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WHAT ARE OUR COMPETITORS’

WEAKNESSES?QUESTION FOUR:

WHAT ARE THEY DOING

BETTER?

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WHAT LIES AT THE

HEARTOF OUR BRAND?

QUESTION FIVE:

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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.

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problems: established.USP: defined.

channels: navigated.redesign: executed.

WHAT’SNEXT?

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AVOIDING THE

VICIOUSCYCLE

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WHAT YOU DID BEFORE

BROUGHT YOU HERE.DON’T RETRACE YOUR STEPS.

REMEMBER:

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be sure to keep track of your

METRICSmedia hitsfoot traffic

sales figuresnew customers

website analyticssocial media score

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sure, you have a

limited budget...but can you afford to

MAKE MISTAKES?

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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.

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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.

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the culminationof your efforts...

your new

MARKETING

PLAN

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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.

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THINK IN TERMS OF

1 • 3 • 6 • 12MONTHS

DON’T BE AFRAID TO

THINK BIGDO MAKE SURE TO

BE REASONABLE

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