- Write and implement complete business plan per brand
- Executive Summary
- Abstract
- Including analysis and recommendations
- Branding is the process of managing your brands
- Involves the process of managing the "Total Customer Experience"
- Image creation and positioning (what they see is what you are)
Corporate Image
A corporate image is the total sum of the impressions that customers, vendors, employees, and the public have about Winegard. It¡¯s your reputation. The objective should be managing your image to become "congruent." When your corporate image is congruent, "what they see is what you are." This is the most authentic position a company can hold. The sum of all impressions we call corporate image can also be called a company¡¯s "brand equity," created by the process of branding.
- Determining and clearly understand
- Your technical and marketing strengths
- Relative to your competitors
- Building Loyalty and brand equity
- Branding involves the process of managing the "Total Customer Experience" (that one-to-one relationship that causes loyalty for your company and its brands.)
- A brand represents all the promises an organization wants people to believe about its product and service offerings. A brand is an asset¡ªproperty with a measureable value that should be optimized. To maximize value, the brand strategy must involve senior management and receive cross-functional attention.
- Brand Asset Management is an approach management should adopt to manage the brand as an asset. Every strategy and investment decision an organization makes will either impact or be impacted by the brand.
- Delighted growing customer base
- Brand equity
- Integrated corporate image enhancement
- Power of a strong brand
- CRM (Customer Relationship Management)
A brand is basically your promise to your customers. Your brand is your company's (pro-actively managed) relationship with your customers that causes them to choose your product over a competitor¡¯s in that category.
Developing a brand vision for each product - a dream of a possible future that sets a direction for you
- Write a 5 year brand strategy including
- Channel
- Distribution
- Pricing
- And Communication strategies
- Differentiate your brand
- Branding is all about sending a strong and consistent message. Every time a prospect or customer has contact with your company, whether it's by visiting your website or seeing a print ad, he or she has a branding experience. Fine-tuning your brand image is particularly critical if your business is in a highly competitive product or service arena--your brand will separate your company from the pack.
- If it's been a while since you performed a competitive analysis, make time to take this important step in realigning your brand. Clip all your competitors' ads, review their PR coverage, research them online, and buy their products and services. Then decide what makes your product or service different. It's this point of differentiation that allows you to create an image that sticks in customers' minds.
- Promise value: Once you know what separates your product or service from its competitors, you can redefine your brand message so that it resonates with your best prospects. How well do you know and understand them? Researching and creating an accurate portrait of your targeted prospects is essential to focusing your branding efforts. Doing so will help you reach the audience that will be most receptive to the unique qualities of your products and services. Trying to be all things to all people results in a diluted and weak brand, whereas differentiation based on what your unique customers want, need and value most will result in strong branding and sales.
- What does your product or service deliver that's valued most by your best customers If you're unsure, put "listening posts" in place--from online message boards to printed satisfaction surveys--that monitor customers' perceptions of your brand and uncover unmet needs.
Be a market leader. Delivering on this value proposition over the long term not only means your company will live up to its branding efforts, but it will also make you a marketplace leader. And performing like a leader means keeping your promises. Today, customers consider the "ownership experience" prior to making many purchases. They look at reviews, read in-depth information and pay attention to word-of-mouth in order to feel confident that the purchase and post-purchase experiences will live up to the expectations raised by brand marketing campaigns. Nothing torpedoes branding efforts faster than failing to live up to marketing claims. To be a true leader in your market niche, focus on improving your customers' experiences and interactions with your company.
Integrate your messages. Every interaction a customer has with your brand must be uniform across all marketing channels. How consistently is your brand's message communicated Do the messages of your various marketing programs conflict For example, your online marketing--from website content to e-mail solicitations--should be fully integrated with your offline efforts, carrying a single, clear branding message and related design elements throughout.
To ensure your branding tune-up is a success, audit all your company's current marketing communications. Pay particular attention to sales tools, as these tend to become mismatched and disconnected from other marketing efforts over time. Realign them with your company's marketing tools and campaigns to create a stronger brand image.
Manage your brands
As An Asset using four communications areas:
Marketing- to dominate your markets
- Building Brand Loyalty
- Strategic market planning
- Marketing research and analysis
- Customer Relationship Management (CRM) E-Commerce
Advertising - to motivate consumers to know and choose your products/services
- Advertising strategies
- Print advertising creation
- Broadcast advertising creation
- Media management
Public relations - to project a clear, congruent, corporate image.
- Corporate image enhancement
- Corporate identity
- Brochures and annual reports
- Publicity
- Newsletter design and production
- Corporate events
- Internal communication programs
And Sales Plans - to create a stronger, loyal customer base.
- Sales promotion
- Collateral print materials
- Manuals
- Catalogs
- Sell sheets
- Brochures
- Electronic materials
- Interactive CD
- Video
- Sales training/development
- Sales coaching
- Trade show support
- Dealer programs
- Incentive programs
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