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Download the Brand Building Guide 2nd Edition Brand Development Defined Brand development is the process of creating and strengthening your professional services brand. As we help firms develop their brands, we divide the process into three phases.
The first phase is getting your brand strategy right and aligned with your business objectives. Second is developing all the tools you will need to communicate the brand, such as your logo, tagline and website. Finally, there is the phase of strengthening your newly developed or updated brand. Your brand development strategy is how you go about accomplishing these tasks.
A Step Brand Development Strategy 1.
Consider your overall business strategy. But what type of firm do you want? Are you planning to grow organically? If you are clear about where you want to take your firm, your brand will help you get there.
Identify your target clients. Who are your target clients? The narrower the focus, the faster the growth. The more diverse the target audience, the more diluted your marketing efforts will be. So how do you know if you have chosen the right target client group?
Research your target client group. Further, those that do research more frequently at least once per quarter grow faster still. As such, it dramatically lowers the marketing risk associated with brand development. Firms that conduct research on their target audiences increase growth and profitability Click To Tweet 4.
Develop your brand positioning. How is your firm different from others and why should potential clients within your target audience choose to work with you?
A positioning statement is typically three to five sentences in length and captures the essence of your brand positioning.
It must be grounded in reality, as you will have to deliver on what you promise.
It must also be a bit aspirational so you have something to strive for. Develop your messaging strategy. Your next step is a messaging strategy that translates your brand positioning into messages to your various target audiences.
Your target audiences typically include potential clients, potential employees, referral sources or other influencers and potential partnering opportunities, to name a few of the usual suspects.
While your core brand positioning must be the same for all audiences, each audience will be interested in different aspects of it. The messages to each audience will emphasize the most relevant points.
Each audience will also have specific concerns that must be addressed, and each will need different types of evidence to support your messages. Your messaging strategy should address all of these needs. This is an important step in making your brand relevant to your target audiences.
Develop your name, logo and tagline.
For many firms, a name change is not required. But if you are a new firm, are undergoing a merger or are burdened with a name that no longer suits your positioning, a name change may be in order.Gabri's Restaurant & Lounge fine dining restaurant business plan executive summary.
Gabri's Restaurant & Lounge is a fine dining establishment in Long Branch, New Jersey. Since he had been working as Chief Financial Officer and member of the board of directors at the plan business AG, where he i.a. directed the fusion of two company groups and the construction of .
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