Wrapping up, Part II: Revisit your brand
Wrapping Up, 2: Take a look at your brand before the end of the year.
The buzzword around corporate circles these days is “rebranding.” I think of it more as “guaranteed work for ad/marketing agencies.” It seems like everyone is rebranding: ToysRUs, Chrysler, the Republicans, even Pakistan (in the “really bad idea” category.)
So as you wrap up your business year it’s time to think about your own brand. I heard Jonathan Lazar from 29-11 Studioes (a branding firm) recently talk about branding, and he mentioned 3 steps to branding:
Step One: Brand Impact - the impression your brand makes on people in that six seconds you have to get their attention
Step Two: Brand Recall - the ability of your brand to stay in people’s minds, through your continued efforts.
Step Three: Brand Evangelism - getting people excited about your brand so they will talk about it (the “Tipping Point” idea).
Kolbrener (another branding company) says that when you are considering your brand, what you put out to the world, ask yourself: What claims can you make that you never fail to deliver on? What claims can you make that your target audience will believe?
The key words are “never fail” and “claims…believe.” This made me think about what promises I’m making and whether I’m fulfilling them in the books I produce and the consulting I do. I’m going to look at my brand when I have some time (over the holidays, probably) to see if it’s really doing what I want and whether it really is making believable claims. I’ll let you know how it goes.
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POSTED IN: Business Plan, Customers, Marketing, Mindset, Sharpening The Saw
2 opinions for Wrapping up, Part II: Revisit your brand
Jonathan
Dec 4, 2007 at 6:19 pm
It is true…they will talk anyway! The question is, what are they saying about you? This is key. Create an environment in-house FIRST that is an inspiring place. John Maxwell calls it Leadership Leak. Whatever is going on in your personal life (first), and in-house for your business, spills over into the relationships you have with your clients. Once you’ve impacted them enough, they will remember you, and then people will talk about you, not because you’ve asked them, but because they just can’t help it. This at the heart of word of mouth marketing. There is a lot of info on this. Sites to check out are http://womma.org/ and http://www.rebrand.com/.
Be creative…
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