Looking to reinvent your brand?

If you’re a start-up CEO with an entrepreneurial mindset and keen to reinvent your brand presence online, I’m going to bet you’re already wearing the hat of Brand Guardian every day, right!?

OK. This is for all you brand guardians. You know that taking the stance as Brand Guardian in your business is like being the captain of a ship. You’re responsible for steering your brand through all kinds of weather (stormy seas or not.) You’re taking the leadership position of your brand seriously. What’s more, you’re skilled in the art of navigation, especially in this particular downturn, right?!

Here are a couple of my favorite tips for All Good Brand Guardians, and particularly how to get your head around your brand before you even start thinking about the Brand ReInvention process:

1. Accept that you are your brand.
Look at your brand with a fresh set of eyes. Are you actually injecting all the following into your brand on a daily basis: – your personality, your true character, sense of humor and warmth, sense of self and that idiosyncratic energy of yours? If the answer is “no”, you might want to take a look at how much of your personality you’re actually embedding into your business brand. This is important stuff. No use trying to reinvent your brand if you’re not willing to be part of the process! YOU are THE critical component here.

2. Conduct a Brand Reality Check.
FACT: Your brand is ALREADY communicating something to your market. So do you know exactly what that is? Evaluate your current ‘branding’ messaging. Is it accurate, up to date, current? Is it actually aligned with who you are, what you do and what you offer? Is it easy and clear to understand? And does your positioning differentiate you in the market out there? If the answer is “no’, then this is the time to start paying more attention to your brand if you’re even thinking about Brand ReInvention. Make sure you’re excited about what you’re doing, what you’re communicating to your potential market out there. and why it’s meaningful to you. If you can’t tell me that (and have me believe it!), then it’s time to go back to the drawing board!

3. Be aware of your brand behavior
Your brand’s behavior is what defines you in the minds of your clients. (You better believe it!) So if your brand is ‘acting out’ – this is giving you real information, and it’s telling you something important here. Just like a badly-behaved puppy, brands need a lot of attention, discipline, control and consistency. So this is the time to be paying attention to your brand’s behavior and make sure it’s consistent, congruent and articulate and clear across all your platforms and mediums – design, marketing messaging, website, services, the way you answer your phone, the way your people dress, speak and behave, the way you deal with your customers, the lot – it’s all a part of your business brand behavior and needs constant attention (and nurturing).

4. Mind your Tone: It speaks Volumes
If you don’t what your voice sounds like, or you’re unaware of the tone of your voice when you talk business, ask a friend to interview you – and record you – and then, listen back to the tape. Then transcribe it. Why? There are many good clues in your choice of words and how you walk your talk. All good brands take advantage of their guardian’s kind of ‘speak’, language, idioms and expressions. Try to intensify the vibrancy in your language, too. Whether it’s headlines, taglines, titles for your products, services, use your own distinctive language so people can feel the blood running through your veins! Desire is big here in branding!

So keep tuning in, listen to the tone of your voice. It conveys a huge amount of information. If you don’t like what you’re hearing, this is the time to ‘mind your tone’ before you start the Brand ReInvention process.

FOOTNOTE No.1º Raise the energy levels around your brand as you’re considering to reinvent your brand Why? It just happens to be magnetic, magical and contagious. Also, there’s something very attractive about people and brands that are passionate and energetic. No question about it.

FYI I’m putting together my first BRAND REINVENTION SUMMIT and it’s coming up sooner than later so keep watching this space! or if you like sign up on my site and I’ll keep you posted that way…



1 Comment

  1. Anthony Bisbee

    April 7th, 2011 at 10:49 am

    Youre so cool! I dont suppose Ive learn something like this before. So good to seek out someone with some original ideas on this subject. realy thank you for starting this up. this web site is something that’s needed on the internet, somebody with a little originality. useful job for bringing one thing new to the internet!