Know-How Exchange : Branding

Study your competition. What are they doing differently (that's working)? Who are the leaders worldwide? How are they presenting their products? How do you compare to their website, marketing materials, etc.?

I would suggest first doing an internal brand audit - how does management believe the company is currently perceived? What benefits does it deliver to the consumer? How does it want to be perceived? How is it different from the competition? Then you would do an external assessment, asking consumers in your target market similar questions. In this way you'll be able to discern the main benefits you're able to offer the target market using their vocabulary. I would caution you that the 10-year mark doesn't necessarily mean it's time to change things, but it's probably a good idea to reassess.

Thank you for your response. I need to explain further that we were thinking along the lines of changing simple things like the logo, the company colours from blue and silver to a more law oriented colour like purple: also thinking of a very good and appropriate slogan or by line for the 10th year... our current slogan says ROBING RIGHT ROBING WELL, its sometimes read differently. could you please tell us how we can improve on our current brand name LEGALCITY to reflect both our decade of existence and what we do. Also is it okay to change our colours, bags, interiors to reflect a more positive and vibrant store... not necessarily to change our brand name. Thank you