Question

Topic: Branding

Evaluating A Current Brand - How Do I Start?

Posted by doggie1979 on 10/7/2008 at 1:12 PM ET 125 Points
I have just been asked to jump into the world of branding by evaluating our current U.S. brand and making recommendations once and for all if we are currently "ok" or if we need to make changes to position us for the future. We are a company that has two divisions, one interactive & print marketing (websites/publications) and one CRM technology, both targeting higher education institutions. We are a relatively small company with a very large percent of market share within the admissions/enrollment areas of campus, which is our core focus. We have one global company name, two division names in the US, multiple division names in global markets, and multiple product names in each division. We have a history of aquiring businesses that service our same market to expand our product lines, which always causes challenges with our naming structures.

The two divisions within the US service many of the same contacts but the sales teams approach them separately and they are marketed to separately right now. Not that this could not change in the future but currently, this is the situation we are in.

Because of our growing market share some very large, well known technology companies with very strong, established brands are entering our market. We need to be able to position against them appropriately for the future but we simply do not have the worldwide brand clout that they have.

WHERE DO I START?!?!? My head is spinning.
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RESPONSES

  • Posted by ilan on 10/7/2008 at 3:25 PM Accepted
    The simple truth is that you need someone from the outside to do it for you.
    Self evaluation of the brand, are often ending in no action whatsoever, mainly because companies refuse to look in the mirror and say:"boy, are we ugly!"
    The information you provided is somewhat helpful, but no one can tell the soul of your business without meeting the CEO, the COO, the CFO, and the employees...
    After all, YOU are the brand!
    I'll be happy to guide you outside the forum.
    I also teach branding at the University of Chicago, and if you can take my class in January, you will know what to do!
    Good luck.
  • Posted by doggie1979 on 10/7/2008 at 4:10 PM Author
    Thanks - I am definitely open to outside assistance and aware that we will need experts to come in. However, I will have to first prove the need in order to get the funding. So I will have to do some ground work to lay the foundation for our executive board prior to hiring consultants to help.
  • Posted by ilan on 10/7/2008 at 7:07 PM Accepted
    On November 4, Ragan Communications in Chicago is conducting a webinar that I will lead on "Internal Branding"
    You should listen to it.
  • Posted on 10/8/2008 at 9:30 AM Accepted
    I've seen this movie before, and I know how it ends. Not a happy ending most of the time.

    ilan is right, Sarah, when he says you need an outside perspective. And you are certainly right when you cite the need to sell management on the need for this outside help.

    I would be willing to work with you by phone and/or in person to develop the package you need. The challenge is one we've tackled many times before, always with a "happy ending." The hardest part is that first step of establishing the need and the value of outside assistance.

    Use the email address in my profile and let me know how/when I can contact you.

    And don't worry about the fact that you are not a branding and positioning expert. Everybody can't be an expert at everything. Ever try to get a brain surgeon to treat a rash?

  • Posted by whb on 10/8/2008 at 3:20 PM Member
    Dear Shums,
    Before you tackle the branding question, I would suggest you step back and ask yourself these 3 questions:

    1. Where are we now? A complete analysis of the numbers, marketing, core competencies, competitive set, etc.

    2. Where do we want to go? What results or future “end-state” would denote success? Over what period...3-5 years?

    3. How do we get there? Can we implement a plan; do we need outside help, what will it cost?

    If you don’t know where you are going, you cannot define or refine your brand. This is how Bill Main & Associates starts with branding and marketing projects.

    [contact information deleted by staff]




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