Question

Topic: Branding

Branding Agency Needs Re-branding

Posted by Anonymous on 10/6/2010 at 10:18 AM ET 250 Points
Until recently, I have not been selective about my audience, or my name (Laurenzi Communications). It's time to focus and I need a positioning statement and a name that does that. I’m too close to my business to be objective.

Structure: Virtual agency, full service from marketing strategy to web and material production.

Key Offerings: Branding, positioning, repositioning. Personal expertise is brand positioning, naming and image development. I direct everything else through a network of professionals.

Unique Attributes: 30 years in the business, a warm, friendly and open personal style, which I’d like to convey.

Target Audience: I’d like to focus on non-profits.

Marketplace: Slow. CT is slower and less receptive to integrated marketing than NYC. No surprise there.

Geographic Market: CT & NYC.

Rates: I compete aggressively with the big agencies and with most small shops. I’m selling expertise, personalized service and high value products at reasonable rates.

Thank you in advance for your help.
Evelyn Laurenzi
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RESPONSES

  • Posted on 10/6/2010 at 4:55 PM Author
    Phil - thanks for the response. I take your suggestion that focusing only on non-profits is not profitable. I will do as afung suggests and enlarge the pie.

    Afung - I like your suggested name. It's a good starting point. I want to get away from using my name and you're right - the word communications isn't on target, either.

    I'd still love to get some suggestions for a name.

    Evelyn
  • Posted on 10/6/2010 at 11:19 PM Accepted
    Evelyn, 30 years in this industry and you're still afloat means you're doing a lot of things right. Having your name in your company name does not necessarily mean you are perceived as small, I'm talking about "Wynn" "Trump" "Dell" catch the drift? I wouldn't stress about your company's size; in reality being small and agile offers a whole set of opportunities like personalized service which you seem to be offering well and being able to partner easily with other agencies without much corporate red tape. I agree with Phil and Afung that you need to widen your target market especially during these trying times.If you really want to move away from your name then let me throw out some ideas:

    New Dawn Brand Development, A New Dawn ,Brand Anew, Brand Vitality , Brand Resurgence .

    Hope this helps.
  • Posted on 10/7/2010 at 2:23 PM Author
    Webmaster,

    Your input is very helpful. I agree that using one's name does not necessarily read as "tiny". And your name ideas have launched me into a whole list of others - some which include my name! Many thanks.
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