TC: REVIEW & REFRESH YOUR BRAND
Your brand is your selling point to your customers, prospects and referral partners. In this case I am not talking about the logo or graphic design; I am using the term brand as the words that define something your customers want.
In today’s environment people are looking for brands that can help them survive and thrive. The message that is conveyed must also be easily understood. I believe that the COVID pandemic along with the civil unrest and a turbulent political climate may have changed the needs of your customers.
Your challenge today is as follows:
- Update your list of what your customers are looking for in your particular industry. The best way to do that is to ask. I recommend at least 20 contact points be used in asking how their needs and wants have changed in today’s environment.
- From the information create a short sentence that best embodies what you learned.
- In BizQuack a lot of time was spent emphasizing the importance of your story. Today, based on the results of your survey, rewrite your personal story inserting your new brand words throughout the 3 to 5 minute presentation.
- Next step, review all your marketing material, both online and in print and make sure that your new brand words are included and visible.
This exercise should be conducted at least once a year. I have seen websites, brochures, etc. that were developed many years ago but are still in use. Changing your marketing material will help draw renewed attention.
Remember, everyone in your target market has a problem. In past blogs I addressed the importance of not focusing primarily in the external problems of the business but first and foremost are the internal issues that personally bother the individual to whom you are selling.
As an example, for Strategic Duck I may use the following: The solution to growing a profitable small business in these turbulent times. Please send me a copy of your new Brand Words along with a copy of your updated three minute story.
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Tips & Advice by Nick Petra, founder of BizQuack and Strategic Duck.
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