When to re-brand your company Posted On : Jun-02-2015 | seen (537) times | Article Word Count : 677 |
It's been said that one of life's only true givens is change. If that is accurate Wholesale Sacramento Kings Jerseys , even the most venerable brands will eventually need to consider re-branding. Far from repudiating all the hard work that goes into the original brand, re-branding is an acknowledgment of changing times, consumer appetites, and social mores. It's been said that one of life's only true givens is change. If that is accurate, even the most venerable brands will eventually need to consider re-branding. Far from repudiating all the hard work that goes into the original brand Wholesale Kings Jerseys , re-branding is an acknowledgment of changing times, consumer appetites, and social mores. Is it time to update your company's brand? Check out the following signs to see.
Sign: Your brand has no targets
Your brand cannot be all things to all people. That's a nice theory but a terrible reality. You must refine your focus. Every organization needs a brand plan (a formal document that details its mission, values, messages Cheap Sacramento Kings Jerseys , etc.). Major items in any brand plan are your brand targets. These targets provide specific groups you are trying to reach. The more focused your brand targets are, the more successful your brand is. Over time, brand targets can dilute. They must remain clear. If your organization is all over the place with its targets, then it's time to re-brand.
Sign:Your brand has an enemy within Brands often fail at the staff level. You cannot have a strong brand without a strong staff and buy-in around your strategy. It is the collective power of individuals in an organization that provides and sustains a competitive advantage. One quick exercise you can do with your staff members is to ask them, 鈥淲hat is our organization really about?鈥?Compare their answers with those of your management and executive team. If the answers are all fairly different or don鈥檛 match Cheap Kings Jerseys , you have a weak brand, and it鈥檚 time to re-brand.
You can also ask staff members if they can recall your mission statement. Ask them what (if anything) it really means to them. If you get a lot of blank stares or wildly dissimilar answers, then it鈥檚 time to re-brand. Any successful re-branding effort will include training your staff members and energizing them on the new brand. The biggest threat to your brand almost always comes from within. We spend a lot of time worrying about external foes to our brands. Don鈥檛 forget the more subtle yet just as dangerous internal brand erosion factors elude you.
Sign: Your brand fails the 3 Cs test
There are three Cs to a strong brand: Clarity, Consistency, and Constancy. You must be clear about what you are and what you are not. Then you must be consistent with that brand over all delivery channels. Once the message is clear and consistent Wholesale Arron Afflalo Jersey , then you constantly communicate those messages. How is your organization doing with these three Cs? Is your brand clear? Is everyone singing from the same hymn book, or is everyone on a different page? What makes your company different? Avoid words like "service," "speed," or "quality." Everyone uses those words, and that doesn't make you different.
Do your customers receive consistent service across all channels of your organization (i.e. Wholesale Tyreke Evans Jersey , in person, phone, website, and social media channels)? If not, how do you expect to generate a singular Wholesale Ben McLemore Jersey , resonant brand that adheres to the three Cs test?
Branding can come across as a hulking and complex beast of a concept. While branding is certainly a big deal to any organization interested in growth, it can often be measured against the relatively simple three Cs test. Brands are constantly evolving. Organizations -- yours included -- simply cannot succeed in our challenging and tumultuous economic climate without a strong brand. >THE POWER OF STORYTELLING
Posted by nick_niesen on October 28th, 2010
Each and every day as we are building our businesses, we all know the key to a successful presentation is a product being sold to the end-line consumer andor sponsoring a new person. In an upcoming issue, I am going to write about the difference between making a sale and having customer loyalty in the sales process. In the sales process Wholesale Ty Lawson Jersey , you are fighting many different types of animals. For most of us who are in direct sales, you have 45 minutes to present a productbusiness concept and make a person believe in you, your product, and more importantly have them make a decision that they want what you are offering.
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