Extreme Makeover: Brand Edition

Posted filed under Brand Strategy, Graphic Design, Marketing, Media Relations.

The Top 10 Signs Your Company Is in Need of a
Major Brand Overhaul

How do you know when it’s time to take a good long look at your company’s brand identity and brand voice, to truly discover your company’s essence, and to re-engineer how you are communicating your company’s strengths against those of your competition?

1.| You’re constantly apologizing for your website. “We’re at company.com. You can check us out but the site is hideous and the content is out-dated.”

2.| No one in your company, not even the founder, can tell you what your logo represents.

3.| The overriding message in your marketing collateral is different from that on your website…and far different from what your public-facing team members are communicating in face-to-face meetings.

4.| What you thought was your key differentiator is the exact same value proposition being claimed by each of your top-five competitors. (Go check your competitors and weigh their messages against yours. I’m willing to bet you’re all hanging your hats on some combination/variation of “unparallelled service,” “unmatched expertise,” or “outstanding solutions.”

5.| You can’t communicate your company’s essence in 20 words or less.

6.| All of your marketing messages are centered around what you do, and not why you do it. (Hint: All of your competitors do the same things as you. Why you do it [and how] is what sets you apart.)

7.| Take a closer look. In the last five years, your market has changed, your product or service has changed, and your value proposition has changed. But you haven’t changed a thing about your outward-facing messaging.

8.| Nothing matches. You’ve added various marketing tools to your toolbox over the years (trade show booth, new logo shirts, a sales pamphlet, an e-newsletter, redesigned business cards…), but when you place them all side-by-side, none of them look even remotely alike.

9.| As you’ve grown, your business development needs have become more ambitious, but you’re still acting like a small company selling small contracts to small clients. What you never needed before but do now: a unique brand position.

10.| You haven’t thought about any of this stuff, until now.

This wonderful post was written by

Mark Winter is managing partner and co-founder of Identity, where he shares day-to-day responsibilities for the management and growth of the firm. He has more than 20 years of experience in the development and execution of creative, meaningful and measurable marketing and media relations programs. During that time, Mark has helped hundreds of entrepreneurs, small and midsize companies and large corporations establish their brands, tell their stories, generate awareness, soften their sales process and meet their goals.