- Posted by Dave Chartock
- On August 23, 2015
- 0 Comments
- Brand Identity, marketing strategy, rebranding, Social Media
There comes a time when an established brand becomes so familiar that its market share remains constant. When that happens, you need to look at why and make adjustments accordingly.
The Attitude Group (TAG) calls this an “Attitude Adjustment.” It’s the process by which we look at an ongoing business, brand or individual to determine a plan of action that can be taken to increase a brand’s market share, a business’ customer base or the perception of an individual.
With a product, you may see “new and improved” or “gluten free” or perhaps new packaging. With a business, the new packaging might include creating a new atmosphere in a restaurant or even a new menu. It might even include new uniforms for the wait staff, new external signage or more. With an individual, it could include an executive’s makeover including clothes, coaching on how to present oneself, or even how to properly address the media.
Some might even refer to an attitude adjustment as a form of reputation management, of which “social responsibility” has become a part.
By definition, Rebranding is the creation of a new look and feel for an established product or service to differentiate it from competitors. It is also a marketing strategy to create a new identity in the minds of consumers, investors, competitors or other stakeholders.
For a business, an attitude adjustment may be needed to reposition it in an existing marketplace.
TAG’s approach to rebranding is to start with A reason for an attitude adjustment. Is it to accelerate business growth or do you need to compete with larger, more established competitors?
Next, TAG will research your business and its market, including your current customer base and how you can grow that base.
Also, your current brand perceptions and competencies are investigated. At this stage, social media management can play a key role.
The next step is to develop a rebranding strategy to reposition the brand, business or individual or group. Your new brand identity is created next. This requires the development of visual elements such as the name, logo, tagline, colors, business card design, and advertising, that will communicate the “new” brand.
Next, TAG will look at your website and online presence, or create one because it is a crucial business development tool.
The development of marketing collateral is next. This can include proposal templates, brochures, fact sheets, and, depending on the brand, tradeshow booths.
Finally, as part of your “attitude adjustment” or rebranding, The Attitude Group will promote and strengthen your rebrand. We will also maintain and monitor your online social media and website presence, conduct public and media relations campaigns, and partner with you to help sustain and grow upon the success you created.