A brand is more than a name and logo. It is the perception that people have in their mind about a company, product or service that attracts them to you.
A great brand is like a 6-cylinder engine. If all 6-cylinders are not working together, one does not get the full power from the engine. The dashboard in your car helps you see how your engine is working. A brand review is having a brand dashboard to monitor that you are getting the full power from the brand.
Question: Can the Brand Review DIY System help you with your company, product or service brand?
Take this self-test. In the last twelve months, check each that you have objectively reviewed. You get one point for each.
___ Brand Name
___ Brand Tagline (short phrase under company name that connects people to you faster)
___ Brand Logo
___ Brand Story (story on website that inspires people to connect with you)
___ Brand Pivot Point (example for a convenience store would be convenience)
___ Company Culture
___ Brand Elevator Pitch (5-10 second answer to what you do that inspires them to learn more)
___ Brand Font
___ Brand Colors
___ Branded Business Collateral i.e. business cards, rack cards, etc.
___ Branded Advertising Specialties i.e. mugs, tee-shirts, pens, etc
___ Business Signage
___ Website Analytics i.e. Google Analytics
___ Google My Business Presence (star rating and number of reviews versus competitors)
___ Social Media Analytics i.e. Facebook Insights
___ Customer Database
___ Competitive Advantage
___ Pricing Strategy
___ Customer Demographics
___ Customer Psychographics
___ Business Sales and Cost per Sales Trend
___ Business Profitability Trend
___ Cashflow Statement Reports
___ Employee Morale and Turnover Rate
What brings people to a company, product or service is a well-crafted brand with all of the above working together to attract and keep profitable customers. All of the parts of the brand need to be current, consistent, concise and promote clarity.
Without going through a well thought out annual brand review process, there will be missed opportunities for greater success. If you have a score of less than 23, the Brand Review DIY System can help you
WELCOME INSIDE THE WORLD OF BRANDING
We believe in your ability to review your brand.
We will guide you, step-by-step, to review your brand using proven branding best practices in as little as 5-30 days with this copyrighted Brand Review DIY System.
The system has 77 sections and 130 page to show you how review your brand that will include: ways to pay for future brand expansion, brand pivot point, brand story, brand culture, pricing strategy, customer demographics and psychographics, name, tagline, elevator pitch, brand font, brand colors, and your logo.
As part of this review, we will provide you brand filters to objectively look at the different parts of your brand listed above.
The brand name filters will look at 6-14 different qualities to insure your brand is current, concise, and consistent with a clear compelling voice and message.
When you learn how to review your brand, you have a more solid foundation to grow your business and have a competitive advantage over your competitors, who have less branding expertise.
You will also gain more expertise to stay focused on your brand, have less brand drift, and better understand your unique brand that will make it easier to make future decision to grow and scale-up your business.
Build you company on a solid foundation. Your brand is that solid foundation.
A strong compelling brand promotes customer trust, increases customer loyalty, yields higher sales, price margins and profits.
Annually it is good to review your brand. This is a good idea to stay current with the changes in the market and to minimize brand drift. Remember your company is only as strong as it’s weakest link.
Below are the comprehensive steps and pages to review your brand. Each step has an action step to be completed. When all the action steps are completed, you have reviewed your brand. The process will take between 16-40 hours.You complete the process at your rate, with online support.
Table of Contents
Brand Door Story….. 8
Introduction to Brand Review….. 9
What is Branding?….. 10
What is a Brand?…..12
Use of Brand Best Practices?….. 13
Brand Tester: Review the Power of Your Brand….14
Measure What is Working and What Is Not….18
How to Review Your Own Company, Product or Service Brand…. 23
Brand Approach….. 24
What is the Cost of Marketing your Brand and Business? ….. 26
18 Ways to Find Money to Market Your Brand and Business….. 27
ROI – Your Return on Investment of Branding…..29
Transparency – Is Everyone on the Same Page?….. 30
What Business Are you In? – You May be Surprised…..32
Your Pivot Point Review – A Key to a Successful Brand…..34
Creating a Brand Story That Touches People…..36
The Right Brand for the Right Business Market……38
Pricing Strategy Review……39
Marketing with a “Below Market” Pricing Strategy Review….. 40
Marketing with an “At Market” Pricing Strategy Review…..42
Marketing with an “Above Market” Pricing Strategy Review…..44
Know Your Target Market – Customer Demographics Review…..46
Know Your Target Market – Customer Psychographics Review……48
The Right Brand Strategy for the Right Age Group…..50
Marketing to the Traditionalist Generation Review….51
Marketing to the Baby Boomer Generation Review…..53
Marketing to the Generation X Review…..55
Marketing to the Generation Y Review…..57
Marketing to the Generation Z Review…..59
Company Culture Review…..61
Customer Cycle Review……71
Competitive Advantage Review…..73
Domain Name Review……75
Company Name Trademark Review…..76
Company Name Availability at the State Level review…..79
Legal Structures Review…..80
10 Tips to Evaluate Your Company Name….83
Name Category Review…..84
13 Tips to Evaluate Your Tagline…..87
6 Tips to Evaluate Your Elevator Pitch…..89
12 Tips to Evaluate Your Brand Color(s)…..91
14 Tips to EvaluateYour Logo…..94
10 Tips to Evaluate Your Brand Font(s)…..96
Successful Brands Attract Customers, Not Chase Them….98
Successful Brand Strategy “One Customer at a Time“…..99
The Power of a Smile to Promote Your Brand…..100
Successful Brands Go with the Flow….. 101
Successful Brands Have Deep Roots…..102
Work More on Your Brand, Less in Your Brand…..103
Stand Out in a Positive Way – Have a Difference – Be Noticed…..104
Innovation is the Lifeblood of a Business and Brand…..106
Brand Strategy That Connects with Customers….107
The Right Geographic Market Review….108
Brand Marketing to Business to Consumers (B2C) Review…..109
Brand Marketing to Business to Business (B2B) Review…..112
Marketing to Business to Governments (B2G) Review…..115
Marketing to Business to Employee (B2E) Review…..116
Simplicity = Better Brand Review….118
Branded Business Card Review….120
Creating Company Branded Collateral Material…..122
Marketing Your Brand Takes Great Content….. 123
Grow Your Brand with Keywords …..125
Niche Market Review….126
Goggle My Business Review…… 127
Get Reviews on Google My Business……128
A Website Can Help Grow Your Brand……129
Brand Promotion with a Blog….130
Web Analytics Review….. 132
Mobile-friendly Website Review….. 133
SEO Organic Search versus PPC Finding the Right Mix for You…..134
Increase Your Website Conversion with SEO….. 136
Social Media Review…..137
Social Media Posting Strategy Review…..138
Respond to Reviews – Especially Negative Ones….. 139
Reputation Management Review….141
Customer Database Review…142
Direct Marketing Review…143
Email Marketing Review…144
Rack Card Marketing Review….145
Connect People to Your Brand with Video….148
LinkedIn and Analytics Review….. 150
Facebook and Insights Review…..152
Instagram and Insights Review…..154
Pinterest and Analytics Review….156
Corporate Social Responsibility (CSR)….157
Successful Branding Starts at Your Door….. 158
Successful Branding In Your Store Front Window…..159
Successful Branding in Your Lobby, Waiting Room or Store…..161
Successful Branding in Your Hallways…..163
Successful Branding in Your Elevator or Stairwells…..164
Successful Branding in Your Office…..165
Successful Branding in Your Conference Room…..166
Successful Branding in Your Bathrooms…..167
Successful Branding in Company Dress Code…..169
Successful Branding Through Signage…..171
Getting a Brand Marketing Review is Important….. 172
9 Naming Categories to Help you Evaluate the Right Product or Services Name…… 174
Know Your Target Market: Customer Demographics (Resources)…..178
Know Your Target Market: Customer Psychographics (Resources) …..180
Access to Professional Business Advisors…..181
Brand Door Focus: Looking to brand or rebrand your company, product or service and want to handle the branding process in-house or a branding agency ($5,000-10,000+) is not in your budget.
How We Are Different – Brand Door Advantage:
- Affordable Price ($49 for the DIY Create Your Brand Review Workbook System or $199 including 30 days of online support with a Brand Coach)
- Branding Design (Designed with industry best practices)
- Branding Process (Guides you through a step-by-step process)
- Fits into Your Schedule (Go at your own pace)
Your brand is your handle. The handle that opens the door to your business, its products and services. Brand Door is always open to you.