Build you company on a solid foundation. Your brand is that solid foundation.
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 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 that we will take you through 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.
Brand Review Step-by-Step Process
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
Competitive Review…..65
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
Text Marketing….147
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
Appendix…..173
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
