hope this note finds you well in the second quarter of the
year. The economy is still a challenge of course, but there
is definitely business to be done. In fact, now is a smart
time for businesses to review, and potentially renew, their
brand positioning. The organization that stands still today
will not live to see a recovered economy. It’s critical
to stay relevant in order to have success in this changed
marketplace. For example, two re-branding projects I completed
this year addressed challenges related to changing needs.
client was an established physicians practice with a single
core patient base, wanting to diversify for increased profitability
and higher and more positive visibility on local radar screens.
After conducting and analyzing internal and external research
including an environmental scan, my re-branding recommendations
included a revised name and market positioning and new messaging
— all consistent with their offerings, values and culture.
Brand planning focused on identifying several new audiences
and grassroots marketing strategies to reach them. Sample
audiences included certain local ‘gateway’ groups
with staff lacking health insurance, but still able to pay
for healthcare services. Another key audience consisted of
healthcare professionals who worked with them, but could refer
many more patients to the practice. Included in the mix were
the timetable and potential effects of the just-passed Obama
re-branding program helped an organization serving women business
owners differentiate itself from its ever-expanding field
of competitors, given the recent boost in entrepreneurism.
A key recommendation was to elevate its position to more accurately
reflect its status. Part of that effort was focused on viability
of new audiences for new services. The organization was given
the brand platform and market tools to help staff and board
members drive its proprietary programs; attract new, more
upscale audiences; and think about itself in a new way.
These are just two examples of savvy organizations striving
to strengthen their brands in changing conditions, and outlast
really hasn’t changed that much in the 22 years since
I started Treco-Jones Public Relations Inc. The economic climate
has suffered at times, but the business owners with vision
and sense have understood how re-branding and marketing play
such a significant role in long-term success.
wish you well this year in view of our changing business environment,
and hope you think of me should you need branding and marketing