10-Point Repositioning Checklist for 2017
The start of a new year is a good time to pause and reflect about your organization’s 2016 revenue performance. At least once annually, it’s smart to step back and consider if it’s time to consider repositioning your brand, story and unique selling proposition — especially if sales are off.
Of course, there are multiple reasons impacting sales outcomes, such as competition, pricing, the economy, and even distraction caused by the election. But my observation is that it’s rarely just one thing that contributes to an off year. The reality is that several individual reasons — that when added together — play a cumulative role in affecting your success.
My recommendation? Evaluate this 10-point repositioning checklist that, when combined, embody your position, and can have a direct impact on 2017 sales.
1. Brand Name: Is it easy to pronounce and remember? Does it sound current with the times?
2. Brand Equity: Brand equity, by definition, is the real value of a brand name for an organization’s products or services. Establishing brand equity is essential because brands are known to be strong influencers of critical business outcomes. Does your brand convey value? How long has your brand been around?
3. Tagline: Do you have two or three words that pay off your brand name? If you don’t have a tagline, you should create one. Sometimes, just refreshing your tagline will be enough to breathe new life into your brand.
4. Logo: Is it modern? Are you using colors that bring out the desired emotion of your customer? (Refer to my past column, Stimulating Action with Color, for specific color recommendations).
5. One Word: What is the one word that describes the essence of your product or brand? It’s tough to distill your personality to just one word, but the exercise is helpful.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.