Branding · Campaigns · Entrepreneurs · Marketing · Strategy · Uncategorized

BRANDnew…The Art of Rebranding

Rebranding is something that every company has or will have to go through at some point.

Holiday Inn is one of my favorite brands that recently went through a rebranding process.  The hotel underwent a billion dollar rebranding process with the help of the InterContinental Hotels Group (IHG). The re-launch included a new logo, remodeled bedrooms and a revamped welcome experience starting in the lobby area.

Now, Holiday Inn is a well-known hotel brand, but statistics reported that they hadn’t underwent a change since 1982! That is a long time, especially with so many competitors on the horizon, this process was necessary.

If you are thinking about rebranding your business, I recommend rebranding the whole business, not just a facelift…ie. a new logo. Think about revamping the whole customer experience.

Below are 5 crucial steps to an effective rebranding process:

1. Research. Everything, everything must begin with research. Take time to find out what went wrong by conducting focus groups, surveys or simply conversing your your regular clientele. If sales are declining, take the time to find out why. Could it be the product’s performance, formula or general reputation? A consumer poll through a marketing and research team might be in order as a way to figure out what could be wrong with your brand.

2. Keep the importance of your brand identity in mind. Don’t lose sight of what your company mission and goals are.  Holiday Inn was known as an affordable option for hotel stay. Even though they went through a rebranding process, they’ve always been able to celebrate the fact that they are trusted, well-known brand that was loved by money-conscious travelers.

3. Get all teams involved in the process. Don’t rely solely on the marketing team as they may not know what is going on the finance or operations department. Involving all teams will ensure that internal processes and procedures are appropriate given the new brand messaging, or determine that they need to be altered in some way. Additionally, this will garner a sense of excitement in the employees who are tasked with representing the brand.

4. Deliver on the new promises. Don’t let the excitement die down after a new logo or a interior design. Show customers that the process was thorough and consistenly ask for feedback to ensure that they are happy.

5. Introduce something new. Social & digital media, for example, has continued to flourish. Find out what competitors are doing online and determine if it’s worth the investment. Also, think about the new environmentally-friendly initiatives that have gained popularity lately.

5. Pace yourself. Rebranding cannot be successfully accomplished overnight.

6. Revisit your rebranding strategy every few months or years to ensure that it is consistent and truly working for the greater good.

Has your company underwent a rebranding strategy? What strategies did you implement? If not, name one of your favorite brands that went through a rebranding strategy?

Branding · Entrepreneurs · Inspiration

How To Develop a Personal Mission Statement

Rosetta Thurman is definitely one of the women I have been blessed to connect with on Twitter. She is passionate, knowledgeable and entertaining! Such a good balance. Image

I read one of her tweets about developing a personal mission statement and it definitely hit home. So I plan to dedicate some time to this over the weekend. Below is a quick excerpt as well as a link to her article:

There are three important steps toward developing a personal mission statement: 1) identifying your values, 2) envisioning your values in action and 3) writing your personal mission statement. For most people, it is truly an eye-opening process to write out your values for your life and then compare them to how you actually balance your priorities. But what, exactly, is a personal mission statement, anyway?

Personal development website Dumb Little Man offers this great definition:

Your personal mission statement should be a concise representation of what’s most important to you, what you desire to focus on, what you want to achieve, and, ultimately, who you want to become. In its purest form, it’s an approach to your life, one that allows you to identify a focus of energy, creativity, and vision in living a life in support of your inner-most beliefs and values. Also remember that your mission will change over time as you and your life change.

Entrepreneurs · Inspiration · Uncategorized

6 Essential Traits of Great Leaders

The Power of a Thank You is often ignored, but often holds great power. Leaders understand this. Check out this article about the essential traits of great leaders!

http://www.inc.com/damian-bazadona/great-leaders-essential-traits.html

Who do you consider a leader?

Branding · Marketing · Public Relations · Publicity · Social Media · Strategy · Uncategorized

What makes a good brand?

That is the million dollar question. However, before we can answer that, we have to answer the obvious question: what is branding and how can it effectively help your product and/or service?

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

Therefore it is safe to say that branding is not about getting your target market to choose you over the competition, but it is about positioning your company to prospects as the “go-to” source for providing a solution to their problem.

A strong, trusted and identifiable brand can not only help you sell your product and/or service, but it can also open the doors for future community and business partnerships. People want to work with (and buy from!) established brands that have positioned themselves as leaders in such a saturated world.

With that said, I think it’s impossible to answer the question: what makes a good brand. Rather, a strong brand can help to deliver a message clearly. That message could range from new product developments in the marketplace to the benefits of a purchasing cell phone plan from Verizon over AT&T.

A strong brand can also motivate the buyer. This is where the importance of knowing your target market comes into play. If you know the attributes, behaviors and circumstances that motivate your buyer, then you can apply these into your branding strategy.

Furthermore, a strong brand builds customer loyalty. Effective businesses view their brands as tools that allow their messaging to cut through the noise of an overcrowded marketplace. They also position themselves as trusted brands based on the fact that their product and/or service has delivered on its’ promises in the past.

“The lack of a solid foundation for a brand will ultimately undermine its future success. This foundation goes beyond the logo and brand fascia and provides the underpinnings of legitimacy and ability to deliver real value.”

– Bill Nissim

If you are new to the branding world and working on creating a branding strategy, ask yourself this one question: What is my brand value and how can I use it to keep consumers coming back? That answer can vary depending on the scope of your business.

Campaigns · Marketing · Social Media · Strategy · Uncategorized

I am currently implementing three of these marketing trends daily for both of my positions!

INSIDE A MARKETING MIND: BLOG BY GARETH CASE

Here are my top 5 marketing trends to look out for as we approach 2012.

1. Location Based Marketing (LBM)

This is all about delivering content (usually to mobile devices) to consumers based on their location. Imagine getting a push message from Starbucks as you walk past one of their stores offering you a free muffin with your coffee.  It can be achieved using a number of technologies including Mobile Phone Tracking, WiFi and RFID

2. QR Codes

2011 has seen a massive increase in the use of QR codes on everything from advertising campaigns to product packaging. Their novelty factor has not worn off as quickly as some predicted and we are now seeing them used on ATL and BTL advertising from some of the biggest brands in the wold, right down to family run businesses. Expect to see a lot more QR codes in 2012

3. Video

Video…

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