How Do You Revamp Your Brand And Marketing?

A company wants to revamp its marketing materials and web site

. No specific direction has been set, but they feel that it has to change. They have no in-house resources for this task. What are the best ways to revamp your brand and marketing materials?

Advice from a group of CEOs:

The first thing that you need to consider is whether this Is just a question of the look and feel of your current materials and web site, or whether you really need to invest in a more in-depth analysis of company branding, positioning and how well your marketing materials and web site communicate this. Particularly for companies with no internal marketing resources, what they developed several years ago is no longer in step with current needs. In this case it is probably time to consider a broader analysis.

Particularly if you are located near a major metropolitan area, there are many marketing consultants who can bring both a professional approach and a fresh vision to the task. How can you identify these? Work with your local Chamber of Commerce, local or regional industry organizations, and your vendors, suppliers and distributors to get the names of companies who have worked with marketing consultants in the recent past. Look at the web sites of these companies and see which appeal to you. Ask the ones that you like who helped them develop their brand and web site.

If your company sells to consumers, or creates products or services that are sold to consumers through outside channels, you should consider social media as a part of both your branding and marketing approach. Even B2B companies are starting to see value in social media. Make sure that you select a marketing consultant that brings understanding and experience in social media as well as traditional marketing.

It is best to speak to several potential marketing consultants to improve your understanding of the range of cost involved, and test your sense of compatibility with the vendors. Select a vendor with whom you are comfortable, and who meets both your cost and capability requirements.

The current reality for many small companies is that they are financially stretched and may not have the dollars to support a major market revamp. Are there ways to reduce some of the cost? You may be able to handle some of the analysis, data gathering and perhaps some of the design and social media work with semester or summer interns. Students at local colleges and universities are hungry for intern positions - both paid and unpaid - to satisfy college course and graduation requirements. Further, after seeing their peers struggle to land jobs following graduation, they are hungry for opportunities to work "in the real world" which can, at a minimum strengthen their resumes.

Student intern resources won't substitute for professional advice by an experienced marketing consultant, but may provide a resource to contribute to portions of the overall project at lower cost.

by: Sandy McMahon

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