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| blog.seo4site.com |
This Fall, we are planning to bring in 2013 with some significant changes and additions in
how we service you. We make it our mission to be your partner in building your business
offering. It is only fair that we also expect ourselves to evolve – and it’s
all to benefit you!
Although
we are doing a little self-improvement, we haven’t stopped helping SMEs improve
as well. A new aspect of our offering
(unveiling with the new site) has us excited to do more supporting start-ups
such as our work with a great brand-to-be (not even born!). We are a proud
partner in their efforts to enter a new mar ket and innovate a great offering.
What’s
around the corner also assists us in further supporting existing SMEs. Take our
20 year-old (young adult!) business whom we’ve just completed a communications
package following a VM Brand Check-up. Is their business good? Yes – but they
want to keep things going in the right direction. We are their partner in a
long term rebranding project designed to support their competitive edge, and
stimulate their growth..
So, all this branding and rebranding activity has us thinking about the great
effort that is ReBranding. Thinking about your business or brand? Have you
branded (no, its not just for Fortune 500s)!!!? Do you need to ReBrand your offering? Here are a few things any
business offering should consider when pondering this journey.
Preparing for change is
important in rebranding. Not just a change in product, service, or operations –
you should also be prepared to change mindset and perspectives. In moving
forward, maybe some things can’t be as they have been. Maybe a little backtracking
is necessary to define and strengthen your structure.
The important thing about
preparing for change is to accept that change is inevitable and the extent will
vary with regards to your planning and strategy. Your market and competition
will continue to evolve – sometimes changes are necessary to catch up, keep up
or stay head. Or, as well like to sa - Make changes, or let changes happen to you!
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| dowitcherdesigns.com |
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The Mission is . . . .
. .
Just as organizations
eagerly communicate their mission and purpose, we believe every business should
share and communicate a mission as well.
Not only is it good for you to have an overall business mission, but
your rebranding efforts must also be focus driven.
Maybe you
need to rebrand your offering to tackle a problem, face a challenge, or make
some much needed improvements. A great plan starts with a well-defined intent.
Take a second and
reflect. Or maybe we should say self-reflect! A little internal investigation
goes a long way in navigating a constructive rebranding journey. How can you
create productive change without asking those that count (experts,
shareholders, employees, and consumers)? It is important to ask the right
questions to get answers with value.
Are people satisfied inside and out? (How
do you figure that out?) Are you pricing right? (How do you determine this?)
Will you be guided to improve the existing? (How do you determine that?) Will
it become evident that there is need to create what didn’t previously exist? (What
is the best way to start?)
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Hmmm, what’s going on
over there?
It’s also important to
investigate your competition (yes you have plenty!). Taking a look on the inside
should be followed by taking a look on the outside. This is not always easy for
a business owner or organizational leader to do – but! – it is a necessary
evil. Although it would be convenient to think so . . you are not alone in what
you offer!
The size and depth of your market will vary according to your
product or service. This is an opportunity to see what your customers and
shareholders see. Getting to know your competition is the only way to achieve a
competitive advantage that increases your ROI.
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| creativeunity.com |
- Oh yea, can't forget about
them
What about your
customers? Yes customer feedback is invaluable to your self-reflection (as
touched). However it is important to take a look at your target market (do you
know who they are?) and closely examine your customer base (do you have one?).
They’ve gotten you to this point and they are your ultimate brand ambassadors.
Do you want more money, better customer loyalty, and a feeling of
sustainability with regards to what you are offering??? If so, your customer
base should play a leading role in your efforts to revitalize.
Certainly engaging your
base will detail insight into your offering. Yes, 1-5 all relate to your
offering. A focus on your offering should include an existing product or
service profile. How is the product/service quality?
A focus on your offering
will also involve an examination of how what you offer is distributed or administered.
Do your operations support their performance? Are you distributing/administering
through the best channels?
Do problems have you
considering a Rebranding journey? Problems are only bad if they aren’t worked. There
are no easy solutions to problems that may have prompted a rebranding process. The
true complication of business problems are that there will often be more than
one potential path for solutions in moving forward. Which is best?
What
solution will facilitate a most progressive outcome? No matter the nature of the
problem(s), defining and communicating their presence and impact is important
to a productive rebranding plan and strategy. Thinking about what’s wrong,
taking a look at what’s right, and envision where you want your brand to be.
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| guardian.co.uk |
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Take 2 . . . . . . .
ACTION!!
You can plan to rebrand, but
you must enact a strategy to bring planning to life. Without an action plan all
of your effort to prepare a successful rebranding will be just that – sprawling
sections of black ink on a vast sheet of white 8x10. Will your plans, translate
into action items, that when carried out bring you progress?
Who has what role?
Where is the dialogue, who is it amongst? Are your employees ready to support
change, are your partners ready to manage, will you be ready to lead the
revitalization of your existing brand?
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Excuse me, can I get
your attention?
All a brand will be is
what a consumer perceives it to be. You may not control if someone commits to a
buy or decides to develop a relationship with what you offer. Where do you have
control?? You have control of your brand, your product, your service, and how
you offer it to your favorite people! All you are is what you (and your
offering) communicate yourself to be.
Every aspect of planning, strategizing,
and coordinating further defines your brand and also details aspects of
change and revitalization that need to be expressed to those who are most
important. How will you connect with
customers and communicate the improved you?
* * * Stay tuned to A World
of Words for more information
on great changes ahead! So, how would you grade
JCPenneys
effort to rebrand themselves? Tell us what you think by
taking our
poll.
2012 by Votre Mot Professional Communications & Research. All right reserved. No part of this document, blog, and corresponding communications may be reproduced or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of Votre Mot Professional Communications. Any redistribution or reproduction of part or all of the contents in any form is prohibited by the following: see U.S. Copyright Office. Infringement will be pursued and is punishable within a United States court of law.
