As the marketplace continues to change and evolve, there's a possibility that you've developed a new vision for your company and a new commitment to your industry. Perhaps, in the process, you have even determined that you need a new name or a new way of talking about what you do.

Well, before you plunge your business into a branding overhaul, it's best to take a deep breath—and draw your team together for a no-holds-barred brainstorming session.

Consider the advice recently offered by Liz Conlin in a Pro (paid-content) article at MarketingProfs:

A branding exploration is not for the fainthearted—and produces the best results only with broad support from your team. A branding effort "looks at how a company thinks about itself and how its constituents view the company. It takes an honest look at what the company is and isn't good at," says Conlin. "The … team should be willing to embrace the good, the bad and the ugly, and to have the vision to think differently about how the company presents itself, and go on to make adjustments if needed."

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