文档介绍：Audit Your Current Brand
What is a brand? Is it a logo? A name or slogan? A graphic design or color scheme?
Your brand is the entire experience your prospects and customers have with pany. It’s what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand.
In panies, your brand lives in every day-to-day interaction you have with your market:
The images you convey
The messages you deliver on your website, proposals and sales materials
The way your employees interact with customers
A customer’s opinion of you versus petition
In your industry, there may or may not be a strong B2B brand. But when you put panies up against each other, the one that represents something valuable will have an easier time reaching, engaging, closing and retaining customers. A strong brand strategy can be a big advantage.
Have you ever audited your brand? If you’re not sure whether you’municating it effectively and consistently, this exercise can help you match your goals to what the market sees, hears and experiences.
Summary
EXERCISE SUMMARY
When to Address
If you’re pany with a product/service in the already in the marketplace, you’pleted petitive positioning and are ready to define your brand strategy
If you’re missing your revenue targets and are unsure why
If you’re planning on revising some of your brand creative elements
Note – If you haven’t yet launched your product, move to Exercise 21 – Choose Your Brand Type
Who Should Participate
Business leaders: company founders, owners, presidents and vice presidents
Marketing and sales leaders
Marketing coordinators and sales reps
Where to Use the Results
Review your results and use the rest of the Brand Strategy exercises to update or improve your brand strategy.
Why it’s Important
Your brand should bring petitive positioning to life and capture the mindshare of your slice of the market. It’s