Brand Value Plan – Brand Identity Guru

Developing brand value is critical to every organization and when professionally executed, delivers a clear and measurable competitive advantage to your firm. It does so by helping you establish a positive connection and value-relationship with your customer, which, over time, will build brand equity and increase brand value.Once this value-relationship is established, both internally and externally, it can be measured, monitored and enhanced periodically, as needed, to strengthen your brand’s effectiveness and increase your bottom line. Whether you’re building a new brand or energizing an existing one,
developing brand value maximizes the value-relationship between corporate profitability and the perception of your brand.The AssessmentThe first step in the fine art of brandingCustomers factor brands into every purchase. The stronger the brand, meaning the clearer the position it occupies in their minds, the more value it has and the more likely they are to choose it — again and again. The goal is to get them to choose your brand over your competitions. And that’s where a strong brand value can help.I recommend an in-depth assessment, a strategic survey used to determine the state of your company’s brand. It helps you discover key elements important to satisfying your customer base utilizing brand research findings. The assessment provides a foundation upon which to develop the best model for customizing your brand communications master plan.The Assessment allows you to accurately measure the present effectiveness and value of your brand. It establishes brand value as a benchmark for future enhancement. How? By zeroing in on which qualities and attributes of your products, services and company make you different from your competition. And, how well they are perceived in the market. It helps you modify and align products, positioning messages and communications with laser point accuracy on your customers’ specific needs and wants.The Assessment is really a personality profile of your brand. It describes your good points, but more importantly, highlights where you are weak. It does so by using a system of inter-related measurements to gauge brand perceptions and effectiveness.Using a grading scale of 1-10, the assessment can test vital aspects of your brand as it relates to:o Products or serviceso Target marketso Messagingo Communications.An assessment conducts interviews with management, marketing, sales and other key employees. It will uncover segments of company operations that can do more to nourish the brand, helping you pinpoint areas ripe for improvement. The external research of an assessment includes surveys with clients, prospects, vendors and key industry personnel. It will conduct a “competitive analysis” which tells you how targeted audiences see you, your products or services and how you stack up against the competition.After your assessment is complete tabulate the results and ask for a customized Brand Analysis Report. These are usually very informative. Often revealing. Only after analyzing all the essential components of the branding assessment can information be provided. This detailed document shows exactly where you can improve.The Brand PlanHow your brand can become a work of artYour brand is your company’s power base, its number one asset. Developing a Brand Plan is designed to ensure that your company delivers on its brand promise. It provides companies with a guidebook for continually building, measuring and enhancing brand value and helps you achieve clarity of branding focus and direction.First, I recommend an Assessment to find your brand’s present position and value. Then I recommend developing The Brand Plan, an in-depth master Brand Plan that defines the strategies, which can strengthen and improve your brand’s performance and market position by establishing a connection and value-relationship with your customer.Unlike The Assessment, the picture that is painted is not a snapshot of what you are today. The Brand Plan helps you redefine brand personality in the marketplace. It’s how your company will be tomorrow, how it will be seen and perceived by customers, potential customers, your managers, employees and vendors. When managed properly, The Brand Plan increases financial security, growth and earnings potential. It will establish a clearly defined brand vision for employees and management. Both their motivation and commitment to the delivery of the brand promise will greatly increase.The Brand Plan is a strategic master Brand Plan that will contain specific internal and external strategies and tactics, all with the goal of turning your brand into a work of art. It’s a brandmaster action Brand Plan that encompasses:o Brand objectiveso Brand positioning, the promise of the brando Brand strategy & tacticsThe Brand Plan aligns products, services, and communications for uniform delivery of the brand
promise throughout your enterprise. Everything is spelled out, integrated, and ready for execution. This vital tool empowers every person in your company to show the true colors of your brand. It gives form and unity to communications that differentiate your brand in the marketplace. It provides a rallying point for employees and provides a cornerstone document of all corporate resources to support brand core competencies.As people understand the defined objectives, more ideas blossom, making the brand grow even stronger. After all, the true test of any Brand Plan is for it to appreciate over time. The Brand Plan is not a static document to be hung in some dusty museum. It’s a living, breathing, dynamic statement of change based on proven scientific testing, data analysis and measurable results.Capture more mindshare with a Brand Value Plan… your palette for branding success.

Getting Started in Project Management

Project management, the process of guiding a project from the beginning through the middle to the end is indeed very taxing. This is because the project manager coordinates other professionals to achieve results. It is therefore a big intellectual relief that Paula Martin and Karen Tate, two project management experts, have proffered a solution in this text entitled “Getting Started in Project Management”.Martin is the chief executive officer of MartinTate, a management consulting and training company. Martin is the co-author of six books. She works with project teams to help them improve on performance. Martin has been a consultant on issues related to improving organisational performance for more than ten years.Tate is the president of MartinTate as well as a project management professional. She has more than 20 years of project management experience and teaches project management to teams in organisations around the world. According to Martin and Tate, project management is a valuable component of both professional and personal life.They educate that whether you are working on an international project for a Fortune 500 company or organising a family reunion, project management is essential to ensuring timely and efficient completion of any project.Martin and Tate remark that if you are new to project management, you are definitely not alone. They say lots of people are discovering that project management is a tool that can help make their projects more successful.These authors illuminate that for many people, working on a project can be frustrating as team members refuse to agree on what should be done or how to do it and deadlines are missed. Martin and Tate however stress that projects can be both fun and successful if you use an effective method for helping your work through the steps of the project.Using their Collaborative, Open architecture, Results-oriented and Easy-to-use Project Management methodology called “CORE Project Management methodology” for short, these authors offer a foundation for anyone willing to learn or enhance his or her project management skills.Martin and Tate identify four phases of project management as project initiation, planning, execution and close-out. They say besides outlining the project management process, this text teaches you how to utilise the tools that drive it.
Martin and Tate submit that you will also learn in this text, the seven keys to project management success; different approaches to the process; how to assess risk and avoid pitfalls by identifying them early; scheduling and budgeting techniques that will keep your project on time and on the money.Structurally, this text is segmented into 14 chapters. Chapter one is entitled “The basics”. According to these authors here, before we can begin our journey through the land of project management, we need to cover a few basics. The first question we need to address is, “What exactly is project?” In the words of these authors, “For example, is building a custom house a project? What if you’re a developer and you have a crew that builds a standard house over and over again? Is that a project?”Martin and Tate say obviously, projects and business processes are not the same thing. They educate that project management is a set of tools, techniques and knowledge that, when applied, will help you produce better results for your project. Martin and Tate add that trying to manage a project without project management is like trying to play football without a game plan. “The coach would get the players together and say, ‘How should we play this game? We’re supposed to get more points than the other team and to do that we have to score goals. Now everyone go out and do what you think needs to be done in order to win’,” stress these experts.Chapter two is based on the subject matter of initiating a project. Here, these authors educate that the first phase of a project, which is called “initiation”, begins after management decides to authorise the project. According to them, the goal of initiation is to set the direction for your project and define any constraints on the project.They add that both project direction and constraints should come from the sponsor, because the sponsor is the management person who is accountable for ensuring that the project meets the strategic goals of the organisation and that the benefits of the project outweigh its costs. Martin and Tate say the direction and constraints for the project are outlined in a document called the “charter” and this document is the responsibility of the sponsor.They add that however, many sponsors either do not know how to write a charter or claim not to have the time to do so. Martin and Tate say as a result, it is very probable that you will find yourself writing the charter for the sponsor and then have the sponsor review and approve it when you are through.These authors stress that in the customer-needs section of your charter, you are trying to define the real reason why the project is being undertaken for the customers.In chapters three to nine, Martin and Tate examine concepts such as leading the project team; kicking off the project; planning the scope; organising the project; assessing risk; developing a schedule and developing a budget.Chapter 10 is entitled “Assembling the project plan”. According to these authors, after the planning activities, it is time to assemble the plan. Martin and Tate add that the project plan is the output of the planning phase. They educate that it captures the information you have compiled with the team and lays out how the project will be executed. In their words, “If the charter represents the expectations and wishes for the project, the project plan represents the projected reality. Therefore, it’s the plan that you will use to guide the project as you move forward into execution.”These experts also discuss the scope plan. They educate that the scope plan defines what will be produced for the customers, adding that in order to produce the final deliverable, you have to organise the work of the project. Martin and Tate say you need to break down the final deliverable into interim deliverables and someone in the team is assigned accountability for each one.They add that then, you define the sub-projects and assign each deliverable to a sub-project. These experts guide that finally, you need to make sure you have the right people in the team. They stress that you now assess the skills you need to create the deliverables and review your list of stakeholders to make sure they have representation in the team or a team member liaison assigned to keep them involved in the project.In chapters 11 to 14, Martin and Tate analytically X-ray concepts such as team-based tools; executing the plan; closing out the project and summing up.Stylistically, this text is fantastic. The language is simple, embroidered with standard punctuation while the 14 chapters are brilliantly handled. What’s more, Martin and Tate make use of an acronym by collapsing their Collaborative, Open architecture, Results-oriented and Easy-to-use Project Management Methodology into CORE Project Management Methodology for short. This is a conceptual amplification and creative structural compression. They employ graphics, especially the one on the outside front cover, to achieve visual enhancement of readers’ understanding. The layout of the text is also visually appealing.However, some concepts are repeated in this text. Probably these authors deliberately use this style to create emphasis and ensure long memory on readers’ part. It is also written in Standard American English. That is why you have “…someone on the team…” (page 156), instead of the Standard British English “…Someone in the team…”, etc.On a note of analytical finality, this text is intellectually revealing. It is a must-read for those who want to achieve success in project implementation.

7 Game-Changing Marketing Trends You Need To Know About

Over the last few years, technology has changed a lot. The pace of change in technology is very fast. It is getting even more difficult for marketing firms to keep up with this change in technology. So what kind of technological change should you expect soon? You need to be prepared for these upcoming changes. Here are some, coming very soon:1. Relationship MarketingRelationship marketing is also known as customer relationship management (CRM). It is focused on long-term engagement and relationships with the customers instead of short term relations. The aim of relationship marketing is to emotionally engage customers with the brands. This leads to free word of mouth marketing and loyalty. It is different from traditional marketing approach because it is not focused on individual profit generation.2. Marketing AutomationMarket automation refers to the latest technologies and software that are designed for marketing departments. These software and online channels are used to promote products at different platforms like emails, blogs, social media and websites.3. Location-Based Marketing TechnologyThe location-based technology uses mobile phone location for marketing the products. It is another direct marketing strategy. An opt-in is usually activated to process this type of marketing. What actually happens is that when opt-in is activated it starts tracking the location of device holder and sends a text about nearby product or service which is available. This includes any free coupon schemes or any discount deals. This technology actually bridges the physical gap between customers and the available products in their nearby places.4. Virtual RealityOne of the most prominent marketing strategies that should be utilized by every marketer is virtual reality. Virtual reality artificially creates sensory experiences. It can be aimed at sight, hearing, smell, taste, or touch. It is used in the depiction of business products, games, movies, and arts.5. Ephemeral MarketingSnapchat is one of the best examples of ephemeral marketing. It is one of the latest leaps in technological development. Marketing firms and businesses can use it for their own benefit. Ephemeral marketing means providing something to the customers for a very short period of time. This has many advantages. For instance, when discounts and special offers are announced like this for a limited time period it will enhance the excitement of customers. Similarly giving a sneak peek of the new product, which is not yet launched in the market, could also increase the excitement of people. In this way, people will be more attracted towards the product.6. Search Past Search EnginesMany social media sites like Facebook and Twitter are trying to create their own search engines. It will also boost the marketing opportunities for the marketers so they need to be prepared for this change.7. The Internet of ThingsInternet of things is actually a network of physical objects. For instance vehicles, devices, buildings etc. which are electronically connected with each other. For marketers, it means that their data is more easily accessible to the customers so they can market their products more efficiently.