Is it time to rebrand your business or a key product this year? Before you jump in, be SMART and follow these tips.
S = Strategy
Know the who, what, where, when, and why of your purpose and vision.
Create plans and actions for each vertical market.
Next ask, who, what, where, when and why questions that will serve your purpose and vision. Look at the market, your team, and partners. Choose which product or services will benefit from updating. Plan each task around exceeding customer satisfaction and reaching business goals.
M = Messaging
Address your customer pain points in your communication and marketing. Make sure they know you can solve their problems (pain).
Remember, it is the feeling behind the product or service you offer that captures your prospect. A shoe store isn’t selling the boot, they’re selling comfort and style. If you are a licensed trade association you’re not offering training and continuing education credits, your offering a path to expertise and a higher income.
Do you think re-branding would be helpful to your business sales and reputation? On the fence? Take the quiz now.
A = Attraction
What do your graphics and literature look like? Did your neighbor’s son make it for a school project? Does it contain a piece of clip art from Word? Are you still using the free business card design templates from Vistaprint? If you are stuck on do-it-yourself branding images, review your competition. Have they stepped up their game? How does your brand compare? Based on first impressions, if you were a prospect would you buy from you or your organization competition? Rise above your first idea.
Keep all communications and promotions consistent in style, with pre-defined messaging and clear calls to actions.
R = Reminders
Stay in front of your prospects and stay ahead of your competition. Choose your poison, quick phone calls, emails, texts to say ‘hey, thinking about you, can I help you with anything? ‘ A monthly or quarterly e-mail blast can compliment individual phone calls. Quick social media interactions and co-branding with customers on case studies are proven ways to build customer awareness and loyalty. Achieve annual company goals by reminding yourself and your team to live the brand promise and purpose.
T = Talk
Communication is key to every business. Engage with your customers beyond the sale. Keep good relations to create brand ambassadors who will fill out surveys, offer feedback and reorder. Ask for testimonials to be posted on Google, Facebook, and industry-specific directories such as Homeaway for vacation rentals, or Home Advisor for residential building contractors. There are new industry-specific social media platforms and directories created daily, get listed and be seen everywhere.
Remember internal communications too! Try a little kindness with staff and vendors and reap the reward.
Work SMARTer not harder and level up with messages and images that demonstrate your experience and expertise. Enjoy this new stage of business with branding that opens new doors to business success.
Do you think re-branding would be helpful to your business sales and reputation? On the fence? Take this 6 question quiz.
One beautiful restaurant we explored in Tampa Florida recently was U•le•le. This restaurant is located downtown Tampa in a previously blighted area that has recently been revitalized as a tourist destination. The restaurant is in the old Tampa waterworks facility and connects to the Tampa Riverwalk.
The name U•le•le was derived from the story of a Native American Indian Girl who was a daughter to the chief. Legend claims she stopped a white man from being killed because she was in love with him. Locals believe the tale of Pocahontas was derived from the legend. From a municipal industrial building, a downtown, and a Native American Princess fraught with love for a white man, there was no loss for content.
The logo and visual branding is everywhere you look. From the table umbrellas to menus, to rugs, to the wine lists, to artwork and way finding signage nothing was missed. Along with the logotype there are cogs and gears adding the industrial feel of the building to the visual brand story. As you enter the grounds there are areas for families to sit at tables 
Paintings and a sculpture of Ulele throughout the grounds and interior of the building immerse visitors into the romantic brand story. The story and a photo of Ulele are noted on the back of the menu. The brand story is continues further with a unique menu of American classics infused with Native American ingredients and recipes.
Every organization and corporation has a company brand story to share. Whether you are sharing the brand story of your city, a restaurant, a resort, a product, or a manufacturing corporation, telling your story authenticates your company to your audience. Bringing your vision, your mission, your product or your service to guests clearly and consistently demonstrates that the company leaders have defined who they are and what they want to represent.
What’s’ your company brand story? Is it romantic, industrial, vintage, historical, eclectic, spiritual? Are you the fastest, cheapest, smartest, oldest, newest game in town? What inspired you to create the business? Why did you choose the name you did?
