Marketing Makeover

Do you ever wonder how your marketing marketing evolved to where it is now?
Do you ever wonder what sort of image you are conveying?
Have you ever given much thought to how your customers or clients perceive your business or service to be?

If you answered NO to all of these questions skip to the next post, but if you sense that your marketing is getting dull, diluted or discombubulated then read on.

Before – – – – – – – – – – – – – – – – After

Baby Yawning. Idea 1

Determining if a Marketing Makeover is required is something you can do with family, a few friends, employees or business associates as long as they are prepared to be honest with you and you are prepared to accept their opinion.

1) Gather up samples of all of your marketing material and anything used externally. These will include:

Invoices,Letterhead,Second Page,Envelopes, Business Cards,Direct mail postcards,Feature sheets,Product tear sheets, Folders, newspaper ads, magazine ads etc.

Don’t forget electronic images such as:
Your web site home page,email stationery or signature, your company voice mail message and your cell phone message

And promotional items such as:
Mug, pens, advertising specialty items with the logo

2) Lay everything out on a tableand ask yourself or the group a few pointed questions:

  • Is the logo the same on everything?
  • Is there a logo on everything?
  • Is our slogan and tag line on everything?
  • Is the company name, address, phone number and web site on everything?
  • Is it in the same font and size of font?
  • Are the colors consistent on everything?
  • Does it look like everything is from the same company?
  • Which items look out of place? Too nice. Too shabby.
  • What image does the gathered material convey to our clients and prospects?
  • Is our logo dated?
  • etc

3) After an honest evaluation a few decisions have to be made:

  • Should our branding be updated?
  • Or should just the colors and fonts be updated?
  • In what order should things be updated?
  • What is the time line for implementation?
  • Who is responsible for the implementation?
  • Do we need outside help?

This exercise does not replace what you can expect from a marketing consultant or company, but it is an important first step.

Remember “Perception is Reality”

One Comment Add yours

  1. Dan Schawbel says:

    Perception is reality when it comes to defining yourself through you personal brand. Great post here and I like how you you point out questions you need to ask yourself when evolving your brand.

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