What Does Your Brand Stand For?

Last week, Fire Enterprises (FEI) marketing maven Marka discussed with Zoot, Org, and Numo when (and when not to) launch a rebranding effort. This week, branding talk continues with a focus on determining what FEI’s brand should represent to the marketplace. Remember, fire=print.

The FEI tribe—Marka, Zoot, Org, and Numo—had gathered in the conference room for their next round of rebranding discussions. Last time they’d all agreed to rebrand FEI. Now, it was time to put the chariot wheel to the road: what attributes did they want the new FEI brand to represent? And what would the new brand look like?

Zoot tugged his collar nervously. “This rebranding business is overwhelming.”

“No sweat, Zoot,” Marka said. “We can simplify this part of the branding process by breaking it into three steps.” She approached the conference room whiteboard and wrote on it in coal:

Step I—Attribute Identification
“Every member of FEI’s leadership tribe is sitting in this room,” Marka said. “Nobody in all of Olympus is more qualified than us to determine what the FEI brand should stand for than us. Together, let’s work on the attributes we want associated with our new brand. Right now there are no wrong answers. Engage your intuitive right brain and shout out whatever comes to mind.”

Soon Marka had compiled a list:

  • Innovative
  • Dependable
  • Bold
  • Market leader
  • Responsive
  • Flexible
  • Cheerful
  • Creative
  • Durable
  • Fast Delivery
  • Always There
  • Quality
  • Value
  • Fair price
  • Historic
  • Legendary
  • Excellent service

“Great start, tribe,” Marka said. “Now let’s move on to Step II.”

Step II—Choose Three Attributes to Define Your Brand (The Hard Part)
“Our brand can’t be all things to all people,” Marka said. “Let’s engage our analytic left brains and ruthlessly edit this list down to the three attributes that define us best.”

“Where do we start?” Org asked. “All of these attributes are positive, and I wouldn’t mind having any of them associated with our brand.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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