Five Ways to Audit Your Brand
October 2, 2010 by Mary Ellen · 1 Comment
Even if you’re enthusiastic about developing a comprehensive plan, you may be uncertain of how to begin. Simply
corralling everything marketing-related can be a big job.
I suggest you start with a branding audit, a systematic assessment of resources, processes and materials.
It’s a good idea to perform this task periodically. In the bustle of daily business, it’s easy to lose track of assets and how they contribute to the efficiency of our business.
You can perform your own audit in any number of ways. Here are five methods to consider:
- Pile, purge and pencil in the changes. While this isn’t the most efficient of ways to get through large amounts of information, it may fit your style. Gather everything. Toss what no longer works and note the items missing as well as the ones you need to refine or redo.
- Build a flow chart or mind map. Think through your process, noting each step and the items required. Here’s a partial example for service providers: brochure or initial presentation folder, client assessment, thank you, contract, report, invoice. Each item requires a visual assessment. Does it brand you well? Is it consistent with the image you wish to project?
- Review your calendar. Focus on meetings and/or deadlines. Review items needed for each. This will bring things to your attention in a time-friendly manner which you may find easy. When its renewal time for your industry association, for example, you could update your information with a new logo, address, biographical information.
- Make a list. Write down your “to-do’s” in the marketing realm. Unfortunately, without some prompting, you will likely miss some opportunities.
- Develop an Excel spreadsheet and consider some specific categories of information.
- The look of my materials (standardized colors, logo placement, font, footer, copyright information to name just a few).
- Promotional materials. List items individually. Note if you need to update, refine or completely redo the piece.
- Collateral materials. (See the previous list.)
- Website. Check all links, dial each phone number and be sure that every icon works. Update your bio and, if necessary, your photo.
Branding audits provide you with fabulous information, a starting point for your master plan. Take the time to audit your materials.
Here’s an interesting brand audit on scribd.
My e-book, the Six-Week Marketing Master Plan, also provides an audit. The detailed audit (more than 25 questions) is covered in day two of the 45-day process.
“Brand DNA: Uncover Your Organization’s Genetic Code for Competitive Advantage” by Carol Chapman and Suzanne Tulien offers dozens of tips on branding and walks you through the process. I reviewed earlier this year in a post entitled: Transform Your Small Business with the Power of Branding.
However you do audits, get specific and get going now. Ready?
Today’s post marks day two in a 45-day master marketing plan. Take your business to a new level in just one hour a day. Focus on one topic. Learn more.
What does Your Word have to do With Value in Your Business?
March 16, 2010 by Mary Ellen · Leave a Comment
Measuring excellence seems like a low priority when short term survival is in question.
In today’s economy, firms are stretched thin: thin margins, short staffs and impossible deadlines.
Defining target customers works as far as it goes. The problem is the difference between targets you seek and the ones you take?
While the black and white answer comes easily in print, in practice it may not be as seamless.
Benchmarks in marketing, sales and finance make the difference. Each of these elements play a part in your success. Your definition now makes future decisions easier.
If the question is, “Do I miss a deadline or hire an additional contractor?” both marketing and finance come into play.
As a service provider, for example, my customer service dictates the success of my business. Hiring an additional contractor may shave margins this month, yet save a customer for the future. This type of short-term sacrifice for longer-term gains relates to personal value choices.
We’re all familiar with those who say anything to get the order: the web designer who tells you the site will be up tomorrow and then disappears for two weeks, or, the trainer who accepts a series and then takes another, better-paying position that conflicts with the first.
If the question is, “What does your word mean?” clarify the process with boundaries. Impossible promises such as “Sure, I can have the proposal by this afternoon,” do little to win additional business or even respect.
Examine the question before it becomes an issue. Boundaries to consider include any promises you’ve made in person, on voice mail, or in writing:
“We return all calls within two hours.” (NOTE: If, during a rough week you take a longer time to return calls, do you change the message or do you simply run out of integrity with your word?
“Your appointment time is x.” A coach I know explains that appointments are non-negotiable. She answers the phone even if she’d prefer to be quiet. She’s on. Her business must move forward.
“I’ll deliver the proposal on Tuesday afternoon.” If you can’t make the deadline, do you call ahead to move it? And, if you move the deadline, what then?
When does a boundary become a moving target? (I blog three times a week. I check social media three times a day. I publish one newsletter a month.)
And, when does that moving target impact your credibility?
Your word is your brand, one of your benchmarks. How does the reality of your word impact your business?
Transform Your Small Business With the Power of Branding
March 2, 2010 by Mary Ellen · Leave a Comment
Branding: the process of creating and living a brand’s message, according to soon-to-be-published Brand DNA: Uncover Your Organization’s Genetic Code for Competitive Advantage by Carol Chapman and Suzanne Tulien.
The authors, principals with The Brand Ascension Group, use Meg’s story to develop the premise of branding as an internal function encompassing the core message of a business.
Following a free webinar, “Cashing in on Branding,” Meg becomes a Brand Ascension client to better brand Ecologé, her line of natural/organic body-care products.
With the help of Carol and Suzanne, Meg develops her core brand, working through components like value, style, differentiators and standards. These are the four components of Brand DNA.
Throughout the book Carol and Suzanne make it clear that branding is an inside out process and they present it step-by-step. Even the terminology makes the distinction:
Marketing = the process of communicating and spreading your message. (External)
Branding = the process of defining the core perception of and actioning (through behaviors, systems and processes, and environment) your message. (Internal)
From Meg’s “magic story,” a structured way of getting employees on the same page, to her view of the value of an updated logo, Brand DNA is real. At one point Meg jumps to a conclusion when she sees a glimmer of a solution. We see the disconnect: Meg wants to spending money on an external message before she addresses the company’s internal response.
Brand DNA’s authors are certified trainers in accelerated adult-learning methodologies. It shows. We first see the exercises reflected through Meg’s eyes and we hear her commentary about employee reaction.
The interactive workbook presents a do-it-yourself option, and gives estimated times for each exercise segment. Most businesses could benefit from working through one or two of the activities. In addition, a “consultant’s corner” suggests further questions and actions for any business.
Believable. Authentic. Doable. Those words came to mind as I reviewed Brand DNA. A student of branding, I enjoyed the discussion.
As a presenter who addresses branding for small business, I found myself admiring the cohesiveness of Brand DNA for the local or regional brand on the grow. An acknowledgement of small business pressures provides a healthy dose of reality: working on your business while working in it is one such example.
Brand DNA is an easy, thought-provoking read. It can provide an in-depth, brand-transforming result. In “Afterward” the authors say:
“Remember that branding is a process, not an event, and that this level of consciousness around your brand should continue for the life of your organization, not just by you, the owner, but by all its stakeholders. Clearly articulating your Brand DNA will help streamline many other facets of the business (e.g., marketing, communications, employee hiring, partnering, business decisions, etc.). When you achieve this level, you will see your business thrive!”
Each chapter of the book supports the statement, “Branding starts from the inside out.” Whether you’re looking for a collection of brand terminology, or assessments and or collaborative exercises to address employee involvement in your brand, this book has something for you. Working on branding will indeed affect every other aspect of your business.
Small business owners serious about improving their branding can pre-order Brand DNA at the author’s discount.
(Disclosure: Suzanne Tulien contacted me through my blog and I agreed to review the book.)
Brand it! Define your business and yourself
January 9, 2010 by Mary Ellen · Leave a Comment
Brand – the essence of any business -deserves discussion, review and revision on an ongoing basis.
What is a brand, anyway?
How do you get there if you’re not Nike? 
The famous swoosh (especially with the “Just do it” tagline) is one of the most know brands in the world.
How fun to read commentary on the development of the Lip-Sticking Brand as I caught up on my reading from the past few weeks. The Lip-Sticking blog offers fun commentary on marketing to women. (Disclosure: My friend and collaborator Mary Schmidt is one of the contributors.)
Now, an expanded Lip-Sticking Society site offers much more, including a soon-to-come learning center. Sign up now to get the updates. In a recent post, Donna DeClemente, marketing director for the Lip-Sticking Society gives a branding overview about the development of Lip-Sticking’s new look. She’s got some strong “how-to” hints for any business:
1. Describe the product in writing (yes, you must write it down for true clarification)
2. Define your audience – primary and secondary
3. Define your value proposition. What is it you offer the customer and why do they care?
4. List the unique features and benefits of your product.
5. Create the personality by listing the words (preferably from the customer)
6. Develop a tagline
Read the entire post and check out the new look for Lip-Sticking Blog.
One of my most aha moments came from “Brand You,” a concept developed some years ago by Tom Peters and featured in one of the early issues of Fast Company. It’s still applicable.
No matter what you’re doing today, there are four things you’ve got to measure yourself against.
First, you’ve got to be a great teammate and a supportive colleague.
Second, you’ve got to be an exceptional expert at something that has real value.
Third, you’ve got to be a broad-gauged visionary — a leader, a teacher, a farsighted “imagineer.”
Fourth, you’ve got to be a businessperson — you’ve got to be obsessed with pragmatic outcomes.
It’s this simple: You are a brand. You are in charge of your brand. There is no single path to success. And there is no one right way to create the brand called You. Except this: Start today. Or else.
Naturally brand isn’t a new realization for me. It’s an ongoing process. See related posts: Clarity begins at home, Walking your talk requires taking your own medicine, and P.S., Take big steps.
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