Building A Better Brand in the New Year

Building A Better Brand in the New Year!

By: J. Glenn Ebersole, Jr., Chief Executive of J. G. Ebersole Associates and The Renaissance Group™

The new year is well underway and many of us have been using the start of the new year to review, refine and/or restart various things in our businesses. For this article I want to concentrate on writing to encourage you to seize the opportunity to look at your branding for this year.

First, let’s define branding. Branding is the process of building a favorable image for a product or company that differentiates it, in the minds of prospects and end users, from other competitors. Secondly, I hope you will agree that branding is strategically important to you and your business. And thirdly, if you have not thought about branding, I hope this article will cause you to start thinking about it for you and your business.

I suggest we employ some strategic thinking here. I want you to ask yourself some critical questions about your branding efforts last year and this year. Okay – here are my questions

to you.

Did you consciously think about defining your brand at all?

Did you consciously use any branding techniques last year?

Did you set branding goals last year?

If you did not set branding goals, why not? If you did set them, what did you achieve?

Why did you achieve some goals, but not all goals?

What were the lessons learned from your efforts?

What will you do to change the outcomes of your efforts this year?

Once you have answered these questions, the next steps will be to:

Define your brand, if not already defined.

Revise the definition of your brand if necessary.

Set your branding goals for this year using your Strategic Plan’s vision, mission and core values as a guide.

Break down each goal into individual tasks to achieve the goal.

Assign due dates for each task.

Monitor the timely completion of each task.

Hold yourself and other leaders accountable for the completion of each task.

Act on the above and you will be building a better brand in the new year. And if you believe you could benefit by having a facilitator and guide to do what is necessary to build that better brand, please contact Glenn Ebersole @ today.


J. Glenn Ebersole, Jr. is a multi-faceted professional, who is recognized as a visionary, guide and facilitator in the fields of marketing, public relations, management, and engineering. He is the Founder & Chief Executive of the Lancaster, PA based multi-disciplinary & strategic thinking consulting practices, J. G. Ebersole Associates and The Renaissance Group™. He is a Certified Facilitator and business and strategic thinking and planning coach to a diverse list of clients. Also...

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