5 Critical Steps of Brand Re-engineering-3

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5 Critical Steps of Brand Re-engineering
The USP of a brand can neither be invented nor
can be chosen randomly, it should be derived
from the inherent characteristics that a brand
genuinely possesses. In the first post about
brand re-engineering series, we have discussed
the cosmetic changes in the tangible elements of
your brand and in the second post we talked
about the importance of communication and verbal
branding. I hope, being an intelligent marketer,
you would always appreciate your teams efforts
in brand re-engineering because marketing starts
right inside the organisation with your internal
customers your employees. So reward one or two
employees of your team with some praiseworthy
comments and gift vouchers because motivation
brings result and a marketer must never deprive
of motivation and optimism. As per the scheduled
meeting, today on January 03, 2017, you are once
again going to discuss with your team the
progress of brand re-engineering exercise so far
and what their valuable suggestions are in this
regard. After
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finalising the content and verbal branding
strategies, its time to move onto the next step
of brand re-engineering. Step - 3 Despite all
the goodies, if your brand is not different from
others then people will treat it like a dime a
dozen or a mere commodity. It would be great if
you were the lone player in your industry, but
dont dare to wish Utopia. The perfect market
grows on competitions and fights, and brands that
know the art of differentiation and positioning
get success over others. Though you are one of
the thousands in markets, but strategic branding
can make you the One-in-Thousands. But,
How? Potential buyers of your brand would always
be interested in knowing two important things
about your brand, how its different from the
other brands? And, what special experience your
brand offers that others are failing to
deliver? It means the Unique Selling Proposition
(USP) of your brand shouldnt only help to
differentiate it from the rival brands, it must
also support your target audience while
understanding the vision of your organisation. In
contrast, a conflict between vision and USP can
mutually damage the brand and business
respectively. So, be careful in identifying and
promoting the USP of a brand. Secondly, focus
on the single attribute, strictly one
characteristic of your brand because multiple
points of differentiation can cannibalise one
another and may drag your target audience in a
state of confusion. Thats why smart marketers
always push a single point of differentiation to
project
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their brands in the market. Make this unique
proposition a unicorn strategy of brand
positioning. Now, lets wind up the meeting,
its the end of session three of brand re-
engineering. Join Us Again On January 10, 2017,
To Know About Another Crucial Step of Brand
Re-engineering. Let's Cherish the Communication
Branding. PR Agencies