Rebrand yourself

Written by Susan Ratliff on August 13, 2008. Posted in The importance of branding

It has been my pleasure to serve on the board of an outstanding Arizona organization call ASBA, the Arizona Small Business Association, www.asba.com.  I am using this experience as an example of how a company or an individual can remake, recreate or rebrand itself to better serve it’s members or customers.  I recently returned from a strategic planning retreat and wish to share some information about a process that anyone can use to target their purpose and focus for the future.  This process will help you zero in on who you are, what you do and who you serve. By identifying these three things about yourself and your target market, you can be assured that the efforts of your marketing and sales teams and the money you spend will hit the mark. The simple steps are as follows:

1. Identify your target market in as narrow a parameter as you can.  If you serve multiple markets study how each one overlaps or intersects with the other to find the commonalities of need.

2. Engage in market research with your audience by phone, focus group or random interviews to determine their most critical problems and what they most desire from your business, industry or organization. Schedule regular evalutions of your marketplace to stay current on their needs.

3.  Study the competition and report what they do well and where they falter. Outline a plan to differentiate yourself.  Select an area that you can dominate and be catagorized as the leader.

4. Brainstorm with your team about how to position your products or services to best serve the needs of your target and brand yourself as the best.  Discuss the best methods to deliver your message.  

4.  Develop programs and services that fulfil the needs that were uncovered. Create unique offerings that are superior to your competition’s and serve to elevate your position as the prime resource for the solutions your target audience said they desire. Make sure your programing is focused, dependable and consistent.

5. Prepare a marketing program that answers the questions and delivers the solutions your audience told you they wanted.  Listen to what your customer is telling you.  Feed their needs and they will come to you.  Be the best at providing the deliverables they ask.  Deliver your message with authority and ownership in an aggressive and consistent manner.  Find your position of uniqueness. Own your brand.

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