Key Questions to Ask About Your BRAND

Your entire organization is built around your brand. Having a clear definition of your brand is essential for communicating what you have to offer to your target market. Start by answering these 12 questions.

1. Who are we? Define what your organization is in one to two sentences (approximately 140 characters or less.) A brief description without any meaningless jargon is essential to define because it is the best way to start your elevator speech.
2. What are the three greatest strengths/weaknesses of our brand? Strengths are internal characteristics that are performed well whereas weaknesses are aspects that the organization lacks. After identifying your internal strengths and weaknesses of your brand, you are able to assess what actions need to take place, if any, to strengthen your overall brand through an importance/performance analysis. If you identify a weakness that does not make a difference to your brand or customers, then why spend resources attempting to improve that weakness?
3. What are our greatest opportunities for growth?  These are opportunities not already implemented.  Look at competitors and the external environment to assess what might be a strong opportunity. Then perform an attractiveness/success probability analysis to determine which opportunities have the greatest potential for growth.
4. What keywords would people search to find our organization/products/services?  Knowing these keywords, you are able to create content that is keyword rich. Since search engines are one of the primary ways people find your web-page, your company is more likely to be found having keyword rich content.
5. Who are our buyer personas?  Identifying your buyer personas enables you to get closer to thinking like your customer. This is essential in fulfilling the needs of your customer. You will be able to unlock how to effectively communicate with them and are more likely to have them listen.
6. What makes us different?  We live in a society that bombards us with offers and information.  Knowing what makes you unique you will be one step closer to creating a brand that is remarkable.
7. How do we express that differentiation in words, images and actions? Show how remarkable your organization is in all aspects and have this visible through all content, images and actions. Your brand should be consistent in the messages it creates through these three aspects.  The website, for example, should have content including your tagline, blogs and descriptions that all fit with the look and feel of the images (including the logo).  Once you are done going through building and identifying your brand, your company should have feel like a person with only one personality.
8. What value can we bring to the community? Providing valuable guidance, resources or tools to your target market makes you an expert in their minds.  By integrating yourself within the community and positioning yourself as a thought leader in your field, you will develop a strong following.  Maybe your organization is a non-profit and you provide social services to locals or you are philanthropic and donate services?  This counts as well in bringing value to the community.
9. What are we doing to innovate and move our industry forward? It is easier for you to lead customers to you if you know what makes you valuable.  In what ways do you lead the industry providing value to customers?
10. What is our sustainable competitive advantage? Determine your top strengths through a performance/importance analysis.  Knowing your top strengths, you will be able to see which provide a lasting advantage over competitors.
11. What makes customers buy from us the first time (acquisition)?  Now that you have attracted the attention from potential customers, you need to close the deal.  Knowing what makes your target customer convert into a paying customer is essential.  Will this potential customer convert into a buyer based on a promotion or package?
12. What keeps them coming back (retention)?  Once you have spent the resources and finally gotten to the point where you have found a paying customer, you want to keep them. Does your exceptional customer service, quality product or competitive prices keep them coming back? You want to retain active customers by continuing to offer the same qualities that keep them supporting your company.

Next, integrate this knowledge into your Web, search marketing, advertising, marketing collateral, social media, content marketing and public relations strategies to provide a clear and consistent brand image.

Learn more about Brand Strategy and Brand Consulting.

Plymouth Harbor on Sarasota Bay, a certified nonprofit continuing care retirement community with an ideal location bayside on Coon Key, was honored with a Bronze Award for print advertising/housing division from the National Mature Media Awards.  The campaign was developed by Vision PR & Marketing in collaboration with Anne Grigsby of Grigsby Design in Boca Raton, and photographer Herb Booth of Booth Studios.  “Plymouth Harbor, the Place to Pursue Life’s Passions” focuses on capturing residents doing the things they love with the freedom that living t Plymouth Harbor offers. Engaging photography and smart copywriting, as well as the continuity of the message and brand authenticity, were the winning elements for the campaign.

The National Mature Media Awards is the nation’s largest awards program that annually recognizes the best marketing, communications, educational materials and programs for adults age 50 and older. The competition is among hundreds of local/state organizations, including Area Agencies on Aging, senior centers, retirement housing organizations, writers and publishers, as well national organizations such as AARP, Blue Cross Blue Shield Plans, Mayo Clinic, the National Institute on Aging and the Veterans of Foreign Wars (VFW). Mature market experts judged the entries based on format, content, creativity, relevance and overall quality.

Perman Music Program

Perlman Music Program/Suncoast  - In 2008, a new nonprofit organization was formed to ensure that the internationally acclaimed education program for exceptionally talent young musicians led by Toby and Itzhak Perlman would have a permanent home in Sarasota for its annual 2-week Winter Residency.  Vision PR & Marketing joined the team from the very start to provide a strong foundation of marketing communications, media partnerships and press coverage.  With a new website launched summer of 2009, the PMP/Suncoast will be taking full advantage of the new rules of PR and social media branding and buzz to continue to build the audiences for free public events, educational outreach and the annual Celebration Concert and Gala Dinner. www.perlmanmusicprogramsuncoast.org

Sarasota Ballet

Sarasota Ballet  - Now in its 19th season, the Sarasota Ballet is experiencing a renaissance of audience growth and support under the leadership of director Iain Webb.  Vision PR & Marketing’s lead Gayle Williams has been the primary consultant working with the Ballet for over five years to maintain their presence in the media, expand ticket sales and build broader support.  Critics from as far away as the London Financial Times and the New York Times have covered performances and the resulting buzz is a real asset for the company’s ongoing financial health. www.sarasotaballet.org

Sunshine from Darkness

Sunshine from Darkness  - After 10 years operating as NARSAD Florida, Sunshine from Darkness, the local not for profit organization raising funds for mental health and brain research needed a complete re-branding campaign that effectively integrated goals for community education, fund development, and event participation.  Vision PR & Marketing has been managing all aspects of initial graphic branding. web development, collateral design, PR, and media relations.  The annual Journey to Wellness symposium brings in the nation’s top research scientists and celebrity mental health advocates and the Gala nets an average of $400,000 each year  to invest in research.  Our efforts result in capacity audiences at events in the Van Wezel Performing Arts Hall and the Ritz Carlton –Sarasota.  www.sunshinefromdarkness.org

Marie Selby Botanical Gardens announces positive financial performance. Financial results for the organization’s fiscal year, ending June 30, 2011, resulted in a positive bottom line for the year.

“Despite these economically challenging times, I am especially pleased to report our strong financial performance this year,” states Thomas Buchter, CEO of Marie Selby Botanical Gardens.

“I would like to thank staff, volunteers, donors, members, and our Board of Trustees. We attribute these results to our commitment to mission, customer service, repositioning of our brand, and our change in marketing strategy emphasizing Selby as a cultural destination,” Buchter continues.

This is the second year of strong cost management and revenue enhancements at Selby Gardens. To learn more about all the new activities, events, what’s blooming in the Gardens, and other exciting enhancements, please visit www.selby.org.

The multi-million dollar Glenridge Performing Arts Center is distinguished among area performing halls with its picturesque setting and elegant yet modern interior. It plays a huge role in Glenridge’s community model, providing members with an opportunity for continued involvement in the arts. Residents can enjoy performances year-round or get involved in whatever way suits their talents, like singing, acting, building sets or managing the house.

“We could not be more pleased with the tremendous growth our Sarasota Ballet has experienced since Iain arrived,” says Steele. “The vote was unanimous and we are all looking forward to continued artistic growth and financial health for the organization.”

The Board noted the many milestones Webb has achieved in his short tenure thus far: productions with vastly improved artistic quality, substantial increases in season subscribers in each of the four seasons, national and international media attention and favorable critical reviews, and a revival of the School programs with increased enrollment and revenue.  The numbers speak for themselves as Webb has brought to The Sarasota Ballet 101 ballets and divertissements, among them 16 world premieres, 27 U.S. premieres, 55 Sarasota premieres, and 4 new productions.

In the coming season, the Board is proud of The Sarasota Ballet’s invitation to partner and perform with the Suzanne Farrell Ballet at Kennedy Center in Washington, D.C. and is excited about the expansion of the season to include performances at Ruth Eckerd Hall in Clearwater.

“This has been one of the most satisfying professional challenges of my life,” shares Webb who credits so much of his success to the energy and talent of the dancers who have enthusiastically mastered the broad diversity of choreography programmed season after season. “Of course, I am indebted to the choreographers and trusts for their belief in my vision for the company and have allowed us to perform their ballets.”

“I am extraordinarily grateful for the support I have received from the Board of Directors, The Sarasota Ballet Association, our donors, audience and staff  who welcomed me to Sarasota four years ago, and continue to make the success of The Sarasota Ballet a reality.”