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Back to the basics – tips for refreshing your brand

By: Beth Minnigerode | 06/02/2011

I recently viewed an American Marketing Association webinar about building brands in uncertain times. Much of what it covered was basic, but it serves as a good starting point as you look into refreshing your brand positioning. Here are a few of the key takeaways:

• Your organization may have many target audiences, but you need to prioritize by identifying which one or two provides the most growth opportunity. Don't just pick an audience that is the lowest hanging fruit.
• Trying to impact multiple audiences can lead to a diluted, ineffective brand or an extremely expensive marketing and communications campaign.
• Be accepting of potential marketplace changes. Think about what the market will look like in a year or two, not just today - who will be the next major purchasers of your product?
• Don't rush into developing messages, copy and the creative until you know your true targets and proven differentiators. You need to take the time to get it right. Think about what the price of failure is if your positioning is off.
• Start by looking at existing research, uncovering internal points of view and competitors' activities. They will inform what additional research is needed.
• When you test your brand platform messages, do so in the context of how those messages will be delivered (i.e. website, ads, sales pieces, etc.)
• Run your positioning statement through these six questions:
  
  1. Does it support our point(s) of differentiation?
  2. Is it truly different from our competitors?
  3. Can we support its claim?
  4. Is it credible?
  5. Is it important to our priority audience?
  6. Is it a fit for us (it shouldn't be a 360° change from where you were)?

Posted in Brand Positioning, Reputation Management