How to See What’s Working and What’s Not

Very well-distilled and clear whiskey being poured into a clean glass with ice.

Decisions are made at lightning speed and perceptions are formed in an instant. You’ve got one shot to capture people’s attention and get them to understand who you are and why you’re the only one they need.

That’s a big job. And it’s the job of your brand.

So how is your brand doing at that job? Is it presenting a well-distilled brand story whose message is clean and clear? Does it influence your market to think and feel about you the way you want them to? Or does your brand throw out a clouded concoction of mixed messages and contradictory stories that confuse your market and get them to move on to your competitors? Do you even know?

Every organization that’s improved their business has done so by first knowing where to put their attention and effort. They look across their business to uncover what’s working and what’s not. Only then can they take action to make things better.

The same must be done with your brand. You’ve got to conduct an unbiased review of all branding and communications efforts to determine where it’s working and where it’s not. That is the role of a professional Brand Assessment.

What is a Brand Assessment?

A Brand Assessment is a thorough examination of your brand’s current position compared to your competitors. It looks at internal and external touchpoints in your company and reviews your marketing and sales materials to see what you’re saying and how you’re presenting your brand story.

Consider this: your website is presenting your value proposition as “exceptional customer service” but your sales materials talk about the product features and benefits. And your signage says to your market “approachable and friendly,” but your trade show booth materials are so stone cold sales-oriented and impersonal that they shut down discussions before they even start.

This disharmony in your messaging not only confuses your market, it loses business, diminishes your sales efforts and tarnishes your company’s reputation.

A Brand Assessment provides immediate, actionable advice and ideas to build confidence in your brand and communications materials.

How do you conduct a successful and effective Brand Assessment?

There are seven critical principles found in an effective and successful Brand Assessment:

  • Know what you're looking for. Search across the entire organization for discrepancies in how the brand and offering are presented.
  • Wear clean glasses. With an effective Brand Assessment, you must remain impartial and unbiased. You must view things with clean and unbiased glasses. No judgement, just the facts. This can often be accomplished only with an external firm, like what you’d find in financial audits.
  • Look inside. Review a full sample of the organization’s communications materials—from the corner office (vision, mission, etc.), to the warehouse (processes and procedures, training materials, etc.) and from HR (job postings, onboarding materials, etc.) to the front office (customer facing materials, etc.).
  • Sales and marketing. Review a full sample of the organization’s sales and marketing materials (website, brochures, sell sheets, catalogues, PowerPoint Presentations and pitch decks, sales letters).
  • Look outside. Consider the organization’s target audience. Who are they? How do they make decisions? What role does the brand play in their lives?
  • Look across the street. Review a sample of competitors to see how they are positioning their brands and offering towards the same target audience.
  • Be emotional. Decision making is strongly influenced by emotion, especially in the B2B space. Consider and review the emotions evoked by all communication materials. How do they make the audience feel?

If done right, a Brand Assessment will uncover what’s working and what’s not as it relates to you brand and communications efforts. It will identify the strengths and weaknesses in how your organization presents itself and it will give you the insight you need to know where to focus your improvement efforts and get you on the right track for success.

At Rebox, we conduct every Brand Assessment with the care and confidentiality you’d expect of any professional services firm. Our goal is to get you presenting a well-distilled brand to your market so that you increase your marketing effectiveness, generate higher price premiums, build customer loyalty and produce substantial business growth.

Call and schedule a time to talk and learn more about how our Rebox Brand Assessment can help dramatically improve your organization’s effectiveness and Why Your Brand is the Most Valuable Asset You Have with the associated links.

Additional Resources

Check out these additional resources to learn more.

Successful brands demonstrate consistency everywhere they communicate and there are a lot of examples out there to learn from. On a recent episode of Kill the Ad Man, we talked about a number of great examples of brands that have taken consistency to the next level. See what tips you can pick up. Like what you hear? Be sure to subscribe wherever you listen to podcasts, and never miss an episode.

Kill the Ad Man, A Podcast from Rebox – a B2B Brand Distillery

promotional image banner for Kill the Ad Man, a new podcast from Rebox - a B2B Brand Distillery

Rebox - a B2B Brand Distillery presents: Kill the Ad Man. A podcast for those wanting their brands to suck less.

A few weeks before the COVID-19 pandemic turned the world upside down, we began work on a new project. We wanted to share with the world some of the lessons and tips that we use to help distill better brands. 

As part of our ideation process, we pitched a number of different ways to do this. We looked at new brochures, email campaigns, LinkedIn advertising, traditional advertising, etc. But since we all have faces for radio, the obvious option hit us over the head. Why not a podcast?

After figuring out that we could reliably create a high quality product for our listeners, and do so while we were remote working, we are happy to share that Kill the Ad Man is now live and available on podcast directories everywhere.

Kill the Ad Man is a podcast for those who want their brands to suck less. Every two weeks we’ll have a new episode up. We’ll look at ways for Brand Owners and Marketers to do more to tell effective brand stories that get results. We’ll delve into our own archives, and use great real-world examples of brands that have gone above and beyond to tell brand stories that connect with people. On every episode, we’ll strive to demonstrate that the world of B2B branding doesn’t have to mean Boring-to-Boring. 

Visit KillTheAdMan.com to see the episodes we’ve already completed, and bookmark it to see some additional content that we’ll be working on in the future. Kill the Ad Man is available on most podcast directories. If you can’t find it on your chosen platform, drop us a note, we’ll work to get the feed streaming to you.

Have a comment? Think we’re full of it? Fully agree and want to bask in our adulation and thanks for reaching out?

Send us a note and let us know!

Why You Need to Start Single-Tasking

This post was originally posted to our LinkedIn page on February 24, 2020.

Multitasking does not exist!

As a branding firm with lots on the go, each member of our team is familiar with the concept of multitasking… Our natural tendency is to do it all at once but that leads to delivering less than 100% and our clients deserve more than that. 

3 reasons why multitasking is no longer in our vocabulary:

  1. It leads to distractions.
  2. Doing too much at once often leads to mistakes. 
  3. A lack of singular focus often results in poor performance.

So what does this have to do with your brand? 

Distractions, mistakes and poor performance all relate to misunderstood brands. A distracted brand can often have an unclear identity leading to multiple assets that communicate different messages. This leads to mistakes which are mostly made in-house from employees who are unclear of the message they are trying to communicate, culminating to a loss of profits.

Shareholders begin to lose trust, employees feel less inclined to share the brand story and targeted consumers won’t be able to identify and can often overlook your brand.

Have a comment? Think we’re full of it? Fully agree and want to bask in our adulation and thanks for reaching out?

Send us a note and let us know!

Show Your Brand Some Love!

This post was originally posted to our LinkedIn on February 14, 2020.

Show some love! It’s that time of year again where we dedicate some attention to those we love. A spouse. A partner. A dear friend. Why not your brand?

Every couple can tell you their love story. Whether it was love at first sight, or a series of drawn-out dates, couples can usually deliver a story that is still relevant to their relationship.

So what about the story of your brand?

Can you tell it as easily as that first date, or the moment you locked-eyes with “the one”? Brand stories are not always told, but they SHOULD be!

Humans are natural-born storytellers. From cave paintings to elaborate TED talks, we rely on stories to bring us closer together. By not developing your brand story – an emotional state you want your consumers to find themselves in – your brand gets lost and so do your prospective consumers.

Let’s face it: when you talk about your significant other, you don’t talk about the money-saving features they add to the relationship. Instead, you pivot to the stories that makes your relationship valuable and unique.

So, on this Valentine’s Day, show some love to your brand! Dial into the story, find the emotion, and then share that story again and again… you’ll be amazed what it does for you.

Have a comment? Think we’re full of it? Fully agree and want to bask in our adulation and thanks for reaching out?

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Rebox Proudly Awarded Amongst Canada’s Best B2B Companies

Today, marketing leaders are struggling to distill their own brands and present messages that are clear and pure. They are guessing as to what they think makes them unique and valued. Their value propositions are unclear and often cloudy leading to a diluted brand whose messages are meaningless and empty. As Canada’s first B2B Brand Distillery, Rebox is a firm focused on helping marketing leaders find their way. Rebox separates the impurities of the brand from its essence to get to the heart of who our clients are, leaving a well-distilled brand that drives our client’s reputation and ultimately their revenue.

In recognition of our efforts, we’ve been named among the top high-quality branding services in Canada by Clutch, a B2B ratings and review resource.

We’d like to thank our wonderful clients, who took part in project-specific interviews with Clutch analysts, for helping us achieve this award. Our clients graded us on our performance along the lines of quality, project management, attention to deadlines, and communications just to name a few. In reflection of this data, we’re happy to report that we’ve received 4.5 out of five stars on our Clutch profile.

Take a look at a recent review down below:

“It’s an honor to be recognized for our efforts within the B2B space,” said the President of Rebox, Robert Schmidt. “Our goal is to be an industry leader in distilling the finest B2B brands, and recognition from Clutch confirms we’re on the right track”.

We’ve also been recognized by Clutch’s two sister platforms, The Manifest and Visual Objects. The Manifest, a resource for talented agencies, has Rebox on their list of top B2B agencies. We also appear on Visual Objects leader’s directory as a top Canadian agency resource for advertising.

We’re thrilled to receive this award and can’t wait to help even more clients maximise their business potential. Please reach out if you or your business are interested in collaborating with Rebox today!

Have a comment? Think we’re full of it? Fully agree and want to bask in our adulation and thanks for reaching out?

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Your Brand is a Puzzle. Have You Assembled the Pieces?

Running a business is like solving a puzzle. Lots of pieces need to fit together in a specific order. Some find it overwhelming while others solve the puzzle easily.

So how do you tackle a puzzle?

At Rebox, here’s how we go about it:

1) Gathering all the pieces: Assess what is in front of you. Flip over all the pieces and review what you have before you start. This will help construct a better perspective of what makes your brand unique.

2) Organize the message: Once all the pieces are on the table, categorize the information. Group similar-looking pieces to make it easier to assemble.

3) Time to assemble. As the puzzle starts to piece together, so do the materials that communicate the unified brand. (i.e. website, printed materials etc.) At this stage, the tone and brand are clarified as the puzzle comes together.

4) Present the brand. A puzzle that is assembled still looks like a puzzle. It is a mosaic that holds the shapes it took to build it. Similarly, a brand is the overarching identity of every company. When done well, the pieces come together under a unified message that is easily identifiable.

On National Puzzle Day, look at the puzzle called your brand. Is it a unified image or just a partial picture waiting to be assembled?

Continue reading

Clean Your Desk!

This post was originally uploaded to our LinkedIn page on January 14th, 2020.

January always comes with resolutions. We promise to eat better, go to the gym and develop healthy habits. But what about workplace organization? 

 

Making it Happen

The Happiness Project author Gretchen Rubin gives examples on how to declutter your desk and office space that will lead to a happier outlook at work. Among some of her recommendations, she suggests the following: 

1) Toss unnecessary papers 

2) Don’t collect free swag 

3) Don’t get organized! 

This last suggestion is compelling: don’t get stuck telling yourself, “I need to get organized!” Instead, Rubin suggests to simply get rid of stuff. Chances are, you never needed those papers or files to begin with. 

A Clear Desk = A Clear Mind

Organization leads to control and controlling your space has had some serious benefits in the workplace. According to the Harvard Business Review, a workplace culture that has a high-performance rate with their employees gives them the space and ownership to autonomously control their environment. “…power of choice and autonomy drives not only employee happiness, but also motivation and performance.” One of a company’s biggest asset are the employees who live the company brand every day. 

So start by clearing space on your desk to kick-start the new year on a happier note.

Have a comment? Think we’re full of it? Fully agree and want to bask in our adulation and thanks for reaching out?

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