Posts Tagged ‘brand assessment’

Exercise Caution Before You Attempt to “Rebrand”: You Have Less Control Than You Think

Tuesday, March 15th, 2016

Your business’ brand is its identity to the outside world. More importantly, it’s your identity to your target audience, including your current market and your potential market. Your brand is how these audiences see you, your products and your services. It is, therefore, a fundamental part of your organizational success.

Brands are generally developed and reinforced over time. Once built, brands represent great value and should be changed only based on good, sound reasons. For some businesses, though, there may come a time when it seems like a good idea to rebrand — to toss aside your current image and pursue something new. (more…)

Please follow and like us:

Back to Branding: A 4-Step Process to Launch Your Brand Management Efforts

Monday, October 21st, 2013

Branding is a fundamental task for any business, whether large or small, regardless of industry, and regardless of how long the business has been around. Effective brands, research tells us, drive successful businesses. Get it right and you will reap the rewards. Unfortunately, although the process can seem straightforward from an “academic” perspective, the real work of branding is an ongoing process that involves all areas of the organization–and all individuals in the organization–that’s what makes it such a challenge. You’ve probably heard the expression “like herding cats”–that’s exactly what brand management can feel like, especially for service organizations.

(more…)

Please follow and like us: