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Your Project Plan for Re-branding
You’ve decided to rebrand. What now? In this article, I outline a 5 step process describing what to look for and what to expect from your design firm during a re-brand.

Brand Positioning Sessions = Clarity
Brand positioning sessions are important steps in providing clarity when creating a Positioning Statement. The client is asked a number of questions about what they actually do, their ideal clients, how they find them, their goals, what makes them different. It reflects goals to strive for and is the bedrock of everything going forward – the website, all design and marketing tools. Lists of words that describe the client turn into a bunch of tag lines, present both the agency and client with several options and an opportunity to collaborate on their branding. Client and agency collaboration in branding sessions brings clarity to the client as to what their positioning statement should be and how to brand it.
Remedy #2 for product launches & start ups -- "Plan."
A strong, well-thought-out plan is essential for three reasons: 1. It's necessary to convince management/investors they should buy into the idea 2. It helps collaborators know what's needed to accomplish the mission 3. It forces you to think through all the potential pitfalls that may arise
Remedy #1 for product launches/start ups: Part 2
Beware of these 3 serious errors: 1. Incorrectly identifying your prospects' real & recognized needs 2. Failure to properly & precisely position your product 3. Overestimating/Underestimating the size of the market -- both in units & dollars
10 remedies for the 1,000 pitfalls in Start ups & New Product Launches
Even well-known, well-established firms have major problems launching new products. For start ups the risks are even greater. Thorough market research, planning & positioning are essential. These 10 remedies will help increase success.
Positioning: The core of corporate communications
Positioning is a lost art in Business Development today. It reached its zenith in the 1980s -- before "1-Minute Management" replaced in-depth analysis and planning. A truly good Positioning Statement will be 12 words or less, and in one forceful sentence state the proven strengths that give you dominance in the markets you want to sell in. Once you have it perfected you can easily develop highly effective Mission Statements, Elevator Pitches, Ad Campaigns, Publicity, Sales Materials and Websites.
Failure of HQ & Sales to Communicate Effectively
Sin #4 of the "9 Most-Deadly Sins in Sales & Marketing" is Failure of HQ & Sales to Communicate Effectively * HQ/Marcomm sees forests, not trees * Sales sees trees, not forests Perspective is everything in business and in everything we do. It's essential that Sales and Management agree on what's best for their customers -- and their company. They must start by agreeing on the best "Positioning Statement" they can make for their company. All messages the company conveys -- Mission Statements, Elevator Pitches, Ads, Websites, etc -- should all have their origins in the Positioning Statement. All parties must also agree that the Positioning Statement is the best message the company can make.

Three Ways to Start a Conversation and Finish with a Sale
Ditch your elevator pitch. Zap your infomercial. And whatever you do, keep your carefully worded, painstakingly developed, positioning statement to yourself.
Positioning Statements That Work
Why is it that marketing folks tend to think that simply streaming popular buzzwords and ‘chest thumping' adjectives together results in a powerful positioning statement? And by the way, we all know we do it, we kid about it, poke fun at the other guys doing it -- and then turn right around and do the same thing.
Great Business Card Top 10 Checklist
Is your business card completely useless? You'd be surprised at how many business cards are useless, for one reason or another, but yours doesn't have to be. Use this checklist to evaluate your business card (or to upgrade your new card), and to see what makes a truly great business card.
Develop Your Positioning Statements
Your positioning statement is used in literature, your website, and other sales materials. It should capture how you are positioned versus your competitors -- your value proposition, the core of your brand, the critical thing that you stand for. You should have three different lengths; a 25 word , a 50 word and a 100 word statement.
Will Gifts Get Prospects to Return Calls from your Salespeople?
A fruit basket arrived this morning. My first reaction was, "who would want to send me a fruit basket?" It turned out that a salesperson sent it, hoping to get me on the phone. He had already left two voice mail messages and stopped by on one other occasion. As I write about his attempts to reach me, a few thoughts are running through my mind:
What it Takes to Get More Appointments
Without question, the most popular requests I receive each week are for help with making appointments and, specifically, creating positioning statements. For example, Pat and I traded about 6 emails over the past 10 days to get his positioning statements just right. But what if you nail your positioning statement but you're still struggling to get appointments? My guess is that you're doing one of the following things ineffectively...
Why Most Coaches Are The Gray Suits in the Sea of Sameness
Google the word executive coach and you will find a plethora of websites. Given that executive coaching is still a growing industry, one would think that these coaches would have more business than they could handle. However this is far from the truth. So what is the real problem? If you are interested, read on.

Most Frequently Requested Help
What do you think is the most frequently requested plea for help? Overcoming Objections? Handling Stalls and Put-Offs? Closing? Getting Appointments? It's getting calls returned.
Are Your Salespeople Selling Value Like Nordstrom's or Price Like Sam's Club?
Nordstrom's was busier than Walmart and salespeople are trying to get appointments based on low price. What does this say about the state of the economy and more specifically, about discounting and trying to win business based on price? Read the exciting details...
Top 10 Keys to Getting Through and Getting Heard
It is a lot more difficult to address getting through in a short article than it is in a book or through training and coaching but I'll give it a shot. Following are the 10 Keys to Getting Through and Getting Heard:
POWER Points to Ask BEFORE You Write a Single Word of Copy
Do you really know where to start when you're writing promotional copy? When you’re ready to tackle your next copywriting project these POWER Points will help you get focused. Writing is a process and believe it or not there is a method to the madness. Whether you plan to write your own copy or outsource these POWER Points will kick start the process. There are nine key questions I ask before considering any copywriting project. And this is just the beginning of the process. Once a client has invested in my services we go through a deep process of evaluating copy needs with a customized questionnaire. Some clients are even resistant to the process because it really makes you think about your business and direction.

Strategic Tips To Help Clients & Customers Remember Your Brand
Top of Mind Awareness or TOMA is a very strategic advantage for businesses and individuals. One strategic method of achieving TOMA is through branding of yourself and your business. We all recognize some brands more readily than others and part of that branding includes taglines. Examples such as “ When it absolutely positively has to be there overnight,” “Can you hear me now?” and “Got Milk? (Federal Express, Verizon and California Milk Processor Board). Let’s admit it. The moment you hear those taglines, you get a mental image of a product or service. And that is an awesome accomplishment! Your Strategic Thinking Business Coach offers the following tips to use in creating your personal and company taglines.

Other positioning statement Related Articles

Develop Your Positioning Statements
Your positioning statement is used in literature, your website, and other sales materials. It should capture how you are positioned versus your competitors -- your value proposition, the core of your brand, the critical thing that you stand for. You should have three different lengths; a 25 word , a 50 word and a 100 word statement.
What it Takes to Get More Appointments
Without question, the most popular requests I receive each week are for help with making appointments and, specifically, creating positioning statements. For example, Pat and I traded about 6 emails over the past 10 days to get his positioning statements just right. But what if you nail your positioning statement but you're still struggling to get appointments? My guess is that you're doing one of the following things ineffectively...
Three Ways to Start a Conversation and Finish with a Sale
Ditch your elevator pitch. Zap your infomercial. And whatever you do, keep your carefully worded, painstakingly developed, positioning statement to yourself.
Positioning for Success - Part I
Positioning is probably the most important thing you'll do in your consulting or entrepreneurial business life. People come to you because of their perceptions, and perceptions are created through positioning stories. The right positioning and focus will attract prospects and customers to your door, and keep them coming back.
Failure of HQ & Sales to Communicate Effectively
Sin #4 of the "9 Most-Deadly Sins in Sales & Marketing" is Failure of HQ & Sales to Communicate Effectively * HQ/Marcomm sees forests, not trees * Sales sees trees, not forests Perspective is everything in business and in everything we do. It's essential that Sales and Management agree on what's best for their customers -- and their company. They must start by agreeing on the best "Positioning Statement" they can make for their company. All messages the company conveys -- Mission Statements, Elevator Pitches, Ads, Websites, etc -- should all have their origins in the Positioning Statement. All parties must also agree that the Positioning Statement is the best message the company can make.

Positioning: The core of corporate communications
Positioning is a lost art in Business Development today. It reached its zenith in the 1980s -- before "1-Minute Management" replaced in-depth analysis and planning. A truly good Positioning Statement will be 12 words or less, and in one forceful sentence state the proven strengths that give you dominance in the markets you want to sell in. Once you have it perfected you can easily develop highly effective Mission Statements, Elevator Pitches, Ad Campaigns, Publicity, Sales Materials and Websites.
Buzzwords are BS!
Three adjectives and a noun are not a positioning statement!
Do We Really Need a Mission Statement?
Many organizations confuse the concept of a vision statement with a mission statement. They might say, "Our mission is to become the world leader in windows." Well, that is reallly a vision statement, not a mission statement. A vision statement is always about the future, while a mission statement is all about what we are trying to do today. It is very important to know that. This article will clarify a process to obtain a good mission statement.

Brand Positioning Sessions = Clarity
Brand positioning sessions are important steps in providing clarity when creating a Positioning Statement. The client is asked a number of questions about what they actually do, their ideal clients, how they find them, their goals, what makes them different. It reflects goals to strive for and is the bedrock of everything going forward – the website, all design and marketing tools. Lists of words that describe the client turn into a bunch of tag lines, present both the agency and client with several options and an opportunity to collaborate on their branding. Client and agency collaboration in branding sessions brings clarity to the client as to what their positioning statement should be and how to brand it.
Your Personal Positioning Statement
This article also ran in the Torontojobs.ca magazine and covers how to go about positioning yourself when job hunting. A strong personal positioning statement is a multi purpose tool that can aid in your job hunt.
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