Now is the Time to Give your Brand a Check-up

Now is the Time to Give your Brand a Check-up

Summer is typically that season when, between vacations and short attention spans, your brand pretty much runs on autopilot.  Hello fall and the brisk change in colors and temperatures.  Suddenly, it seems that everything is due at once and demands on the marketing department have gone full throttle. Before you jump right back into it, now is the perfect time to give your brand a check-up to make sure it’s healthy, vibrant, and able to keep pace with the changing market.  The year-end is fast approaching, budgets are due, and performances will be measured. A suggested brand check-up is below and I recommend you schedule it on an annual basis.  There is just too much happening in the industry today to have your brand be at risk for the ills of “same ol’, same ol’.” Cleanse, clear your head, and breathe: The best prep and start for your brand check-up is to clear your head and breathe.  There are several hospital marketing conferences coming up (SHSMD Connections ’16, Hospital Marketing National, state-wide conferences) that you can attend and bring back new ideas to your team; they’re a terrific way to “cleanse” and begin your check-up with fresh thinking and a clean slate. Know your numbers: Before plotting where your brand should be, diagnose where it is now in the minds of your key stakeholders.  Review and/or refresh your market research to better understand your brand equity in terms of awareness, preference, and usage.  Dig into other methodologies to get a firm grasp of the knowledge and attitudes people have about your brand compared to others in the marketplace. Take your...
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