Branding in the New Economy
Forget the recession – this is the new economy. At least that’s how small businesses should be thinking when it comes to their brands. There has never been a more important time to stand apart from the competition and highlight your USP (unique selling proposition) – and it doesn’t have to be expensive! It does have to be authentic, smart, strategically dead on. If your brand isn’t all of those things, it’s time to rethink it – and shining during these troubled times can only be good for the future (whatever it may bring).
We recently were brought in by MSNBC Your Business to be part of their “small business makeover dream team.” (Episode aired September 4 2011.) The goal: help a once-profitable, now-struggling playground company. Our roll: branding overhaul for a company whose product is a luxury – and whose competitor one state over had the exact same name.
The S3 Agency honed in on the company’s location: Asheville, NC is nationally known as a source for high-quality, craftsmanship furniture. Once we hit on that difference, the branding strategy practically presented itself. We rolled out the new identity, Asheville Playgrounds, to include print, POS, website. The rest of the team addressed other critical business angles.
How did it all turn out? Take a look:
Does your company identity reflect your USP? Does it tell potential customers why they should use you over competitors? Does it have any strategic significance? If not, today’s the day to start thinking about a branding makeover.
~ Denise Blasevick, CEO & @advertgirl, The S3 Agency