12 step program to a bigger, better, bolder brand

12 Step Program to a

Bigger,

Better,

Bolder

B r a n d

1. Admit you have a problem

Common problems

• Positioning• Messaging• Packaging• Advertising• Website

2. Believe it can be better

Marketing changes are

• Emotional• Subjective• Unpopular• Logistically challenging• Risky

3. Take an honest, fearless inventory

Do this by

• Soliciting feedback• Sales force• Retailers• Evaluating competition• Primary/secondary research

4. You are usually not the customer

Evaluate marketing

• Through the customer’s eyes• Based on target audience feedback• Without personal bias• Customer is smarter than you think• Worst case scenario

5. Consider your

stakeholders

Think about

• Customer• Board of Directors• Shareholders• Employees• Regulators• Channel partners

6. Don’t yield to peer

pressure

Try to

• Borrow from unrelated concepts• Explore unique graphics• Adopt a new perspective or paradigm• Experiment with messaging• Find your voice

7. Take some risks

Zig when others zag

Risks that can pay off

• Surprise• Humor• Unique visual combinations• Unique delivery (packaging) • Custom photography

8. Be relevant

Ask yourself

• Why should my prospect care about this? • How can I facilitate interaction? • How can I reward loyalty?

9. Is it time to grow up?

Companies change & evolve

• Mergers• Acquisitions• Joint ventures• Licensing agreements• R&D process

10. Dress the part

Look sharp

• Frequency is job #1• Gross impressions are secondary• Segment your market• Stand out in a crowd• Build a family around your brand

11. Follow your passion

Keep the Hive Alive!

• Cause marketing opportunities• Work with local causes will engage employees• Prospects would rather buy from transparent

companies with similar values

12. Celebrate your successes

Success begets success!

• Builds morale• Rewards stakeholders• Improves accessibility• Customers like successful partners

Time to shift gears?

• Concept−Brand story• Content−Brand validation• Connection−Brand relevance• Community−Brand evangelism• Continuity−Brand integration

Thank you

www.brandhive.com