Re-Brand Your Brand--Better Than Before
The first thing to realize is that ReBranding is more than just changing, updating or tweeking your logo. It's more than marketing, as well.
This is a serious commitment. At Quantum, we treat it as such.
We work with you to analyze the market space your where brand competes—reviewing the competition, their positioning, marketing initiatives, share, etc.
Next we highly recommend conducting a Positioning Workshop—because this is absolutely the most important member of the marketing mix.
Ok, so we now know about the space your Brand competes in, all about the competition and your brand's unique positioning.
Now let's look beyond marketing. How is the quality and performance of the product or service? Honestly.
Next, we'll put customer service and even corporate culture under the microscope.
If you're making the commitment to ReBrand, let's ensure that every aspect of the Brand is waaaay more than just good enough. (As you may recall, Quantum is The Enemy of Good Enough).
Case Study: Roberto's Taco Shop
A Brandscape we created for Roberto's Taco Shops (click for larger view). Roberto's was looking to define their positioning, and we had a productive workshop with them. The brandscape consists of cups, menus, and other collateral we collected from most of their main competition. Going into the meeting, several people from both our camp and theirs were considering the "fresh" positioning—however, after reviewing the brandscape, we found that the positioning was shared by three competitors: Rubios (tag Fresh Mexican Grill), Baha Fresh (tag: Mexican Grill), and La Salsa (tag: Fresh Mexican Grill). Robertos was clearly not enough of a heavy-hitter to compete for the fresh association.
Case Study: The Royal Lahaina Resort, Maui, Hawaii
We Re-Branded this Ka'anapali Beach resort to coincide with a multi-million dollar “rehabilitation' of the facility. At the time of this effort, no other resort in Hawaii owned the positioning of authentic Hawaii. So, we adopted this positioning for the Royal Lahaina as the most authentic Hawaiian resort in Hawaii. The positioning was adopted throughout the property, from the Luaus to the apparel of the staff to all of the advertising and collateral material. We chose to use illustration instead of photography to convey the unique position. Notice in the samples shown, the illustration of the authentic Hawaiian dance. Interesting note: we even researched the hand movements from the authentic Hawaiian Hula dance to ensure our illustrated dancers made welcoming gestures with their hands. The campaign was a huge success according to the ownership and management. Unusually high occupancy rates didn't hurt. Additionally, the rehabilitation along with the Re-Branding allowed the Royal Lahaina to dominate the Incentive Travel market for nearly three years.
Limited Offer: Complimentary Workshop
Quantum implements a Positioning Workshop, where we take your key personnel...management, sales, marketing et al through a three hour session to identify a unique positioning your Brand can own in the minds of your target. As part of the process, we create a positioning statement and uncover one word your Brand can own. Sound interesting?? Vital to your marketing plans and actions? Just email me or call to discuss the workshop further. Or to schedule a time. At this moment, we're offering this workshop gratis. Wild, huh?? One thing that's fascinating about our workshop process is that all your key people hear how they each view the Brand. Plus, as a Bonus, everyone buys-in to the result since they are all part of the process. Yikes! Why haven't you called already??
