Know-How Exchange : Branding

I would sart by trying to understand where you are in your customer's minds and compare that with where you want to be. If you haven't done much marketing, it is very likely that many of your customers/potential customers don't know of you or have an impression already made of you. You should udnerstand which, and then you can figure out what you need to do to change this so that they udnerstand better what you want them to understand.

I would start by trying to understand where you are in your customer's minds and compare that with where you want to be. If you haven't done much marketing, it is very likely that many of your customers/potential customers don't know of you or have an impression already made of you. You should understand which, and then you can figure out what you need to do to change this so that they understand better what you want them to understand.

I would start by trying to understand where you are in your customer's minds and compare that with where you want to be. If you haven't done much marketing, it is very likely that many of your customers/potential customers don't know of you or have an impression already made of you. You should understand which, and then you can figure out what you need to do to change this so that they understand better what you want them to understand.

I would start by trying to understand where you are in your customer's minds and compare that with where you want to be. If you haven't done much marketing, it is very likely that many of your customers/potential customers don't know of you or have an impression already made of you. You should understand which, and then you can figure out what you need to do to change this so that they understand better what you want them to understand.

Peter is right. I find perceptual maps really useful here (nice tut here: https://en.wikipedia.org/wiki/Perceptual_mapping).

This will help you understand where you are and where you want to move to.

Also remember that repositioning generally involves two stages, an actual change to your business or solutions AND changing the image in customers minds.

Remember, if you need cost effective help, there are many marketers here who would be willing to assist you.


Good Luck

Mark,
What you intend to do is one of the most fun and exciting things a company can do. It does not happen very often so there does need to be a lot of care in your execution. The roll-out tactics are easy the hard part is the strategic thinking about why your company is or should be re-positioning/re-branding. Senior management has to be completely on board. Communicating your changes should go out to internal and external audiences. Caution: your internal audience could just think you are changing some colors imagery and taglines.... that would be terrible. Realistically marketing your changes internally is the most difficult and important thing you will have to overcome. If you’d like to chat, feel free to give me a ring 201.928.0444 ext. 340, I am based out of NJ. And Mark...I am not a consultant or vendor... I just went through re-branding the U.S. operations of a 50 year old global company and it was lots of fun. I'd be happy to spend a little time with you if you think it would make any sense.
-angelo