5 Critical Steps of Brand Re-engineering-3

1. 5 Critical Steps of Brand Re-engineering The USP of a brand can neither be invented nor can be chosen randomly, it should be derived from the inherent characteristics that a brand genuinely possesses. In the first post about brand re-engineering series, we have discussed the cosmetic changes in the tangible elements of your brand and in the second post we talked about the importance of communication and verbal branding. I hope, being an intelligent marketer, you would always appreciate your team’s efforts in brand re-engineering because marketing starts right inside the organisation with your internal customers – your employees. So reward one or two employees of your team with some praiseworthy comments and gift vouchers because motivation brings result and a marketer must never deprive of motivation and optimism. As per the scheduled meeting, today on January 03, 2017, you are once again going to discuss with your team the progress of brand re-engineering exercise so far and what their valuable suggestions are in this regard. After

2. finalising the content and verbal branding strategies, it’s time to move onto the next step of brand re-engineering. Step - 3 Despite all the goodies, if your brand is not different from others then people will treat it like a dime a dozen or a mere commodity. It would be great if you were the lone player in your industry, but don’t dare to wish Utopia. The perfect market grows on competitions and fights, and brands that know the art of differentiation and positioning get success over others. Though you are one of the thousands in markets, but strategic branding can make you the One-in-Thousands. But, How? Potential buyers of your brand would always be interested in knowing two important things about your brand, how it’s different from the other brands? And, what special experience your brand offers that others are failing to deliver? It means the Unique Selling Proposition (USP) of your brand shouldn’t only help to differentiate it from the rival brands, it must also support your target audience while understanding the vision of your organisation. In contrast, a conflict between vision and USP can mutually damage the brand and business respectively. So, be careful in identifying and promoting the USP of a brand. Secondly, focus on the single attribute, strictly one characteristic of your brand because multiple points of differentiation can cannibalise one another and may drag your target audience in a state of confusion. That’s why smart marketers always push a single point of differentiation to project

3. their brands in the market. Make this unique proposition a unicorn strategy of brand positioning. Now, let’s wind up the meeting, it’s the end of session three of brand re- engineering. Join Us Again On January 10, 2017, To Know About Another Crucial Step of Brand Re-engineering. Let's Cherish the Communication & Branding. PR Agencies