If your brand has been battered in the marketplace, you need to develop and implement a turnaround corporate branding strategy.
It’s easy to think the competitors you are up against with your turnaround branding strategy are the competitors that look like your own brand.
Determine what your brand represents right now in the marketplace and what opportunities there are to change your position.
Getting ready to deliver on your updated brand promise means everything has to be aligned, beginning with alignment to your brand culture. Don’t be fooled by there being just five turnaround corporate branding strategy steps on this list.
Business growth can depend on introducing new products and services that resonate more strongly with customers and deliver outstanding value. Are you prepared to take better advantage of your brand’s customer and market insights to generate innovative product ideas?
Download this FREE ebook to turn ideas into actionable innovation strategies to drive your organization’s comeback!
Related postsBranding Strategy – 3 Keys to Engaging Your Internal Brand TeamIs Your Brand Headed for Trouble?
Mike BrownFounder of The Brainzooming Group, and an expert on strategy, creativity, and innovation.
Depicting the view of the Atlanta skyline from The Plaza, translucent panels at the entrance of the Leasing and Marketing Suite are reflective of the rebranding efforts to this grand, historical Buckhead landmark.
Graphic display boards aligning the hallway feature intricate renovation details and re-establish the grandeur of this distinct building. Translucent panels touting The Plazaa€™s position as a a€?timelessa€? and a€?cosmopolitana€? landmark enhance the newly renovated conference room.
Used as a leasing tool, a video presentation was created to highlight the planned upscale renovations and abundance of area amenities to prospective tenants. Built in 1988 with classic elements and traditional detailing, Resurgens Plaza which is now known as The Plaza, recently completed a large-scale renovation and rebranding project to re-establish its grand, upscale image in a competitive Class A office building market. A client partner since 2007, PM Realty Group is a privately held commercial real estate firm offering a full spectrum of real estate services, including property and facility management, leasing, marketing, development,investment sales, construction management and engineering. FAB initaive is a organisation that empowers women through learning from other successful businesswomen, network with other small business owners sharing ideas, experience and advice in Nigeria. Create Studioz a complete Branding Agency that is bent on deploying and delivering innovative and cutting edge solutions to numerous clients through studing their businesses, targeted market etc to provide innovation solutions that will make they stand out or crush their competitors. In the 1990‘s, UC Berkeley Haas School of Business Professor, David Aaker, introduced the concept of brand as an asset to be managed for the benefit of the corporation, thus wresting responsibility for ‘branding’ from ad agencies and putting it in the hands of marketing managers.
Our experience teaching brand strategy to MBA and undergraduate marketing students and working with brand strategy clients tells us the answer is to integrate much of the work that has been done into a coherent framework, grounded in common principles, terms and frameworks.
Some elements of a brand are (or should be) relatively constant while others need to adapt to a dynamic marketplace. Value Proposition and Positioning alone are inadequate to define a multi-faceted brand with internal and external stakeholders. Brand Identity is more enduring than Positioning, and more adaptable and multi-faceted than Value Proposition. Together, Value Proposition, Brand Identity and Positioning provide a complete brand platform that can serve as a roadmap for brand development over a 3-5 year time horizon. Our experience with these models has proven them to be relevant to B2C, B2B and non-profit organizations.
If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you.

Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox.
Having been there and done that with a Fortune 500 business-to-business brand, here are five keys to successful turnaround branding.
It’s vital, however, to identify potential competitive substitutes – even unconventional ones – for the benefits your brand delivers. Exploring the benefits the brand currently delivers and has the opportunity to start delivering could lead to a very different position than what the brand currently occupies. Enabling the brand promise starts with having the right people in place, then training and developing them to carry out what you tell the marketplace you’ll do. The right combination of outside perspectives and productive strategic thinking exercises enables your brand to ideate, prioritize, and propel innovative growth.
With a portfolio valued in excess of $35 billion, PMRGserves over 20,000 tenants every day in 30 different markets. Neither the service provider nor the domain owner maintain any relationship with the advertisers.
When you talk to us, we'll encourage you to appreciate and recognise the full potential of your brand. Since then, many agencies, brand consultants and academics have built on Aaker’s foundation, making their own contributions to the art and science of branding.
The work begins with understanding the necessity of Value Proposition, Brand Identity and Positioning.
As a result, Value Proposition, Brand Identity and Positioning are all essential components of a comprehensive brand platform. A Value Proposition articulates what is most enduring about a brand, its enduring benefit across all audiences. The concept of ‘Positioning’ is perhaps the best understood element as well, thanks to the popularity of the ‘classic’ format which specifies the target, frame of reference and key benefit.
A powerful Positioning enables  consistent, short-term communications, but is limited to just one or two ideas.
It articulates how marketers wish customers and others to view the brand in the foreseeable future. Each element should be revisited periodically, with Positioning revisited most frequently, at least once a year. We have applied them successfully to clients ranging from grocery products to high tech services. Join us for The Un-Conference: 360 Degrees of Brand Strategy for a Changing World, May 2-4, 2016 in San Diego, California. As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.
Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. Since a brand is more than a new ad and a new logo, however, you must fight the turnaround branding battle on multiple fronts. Niche players could become the competitors that disrupt and crush your turnaround branding efforts.

The key is making sure everything is ready behind the scenes before you start talking to the market. In case of trademark issues please contact the domain owner directly (contact information can be found in whois). It will encapsulate everything you are, everything you offer, everybody you touch, and everything you can be. Through overuse, the terms ‘mission’, ‘vision’, ‘value proposition’, ‘mantra’, ‘essence’, and ‘identity’ lack precise definition. Years of adaptation, melding and cherry picking have resulted in a world where marketers have no consistent frameworks or proven models from which to work. The statement speaks to higher-order outcomes and results the brand aspires to deliver in the future. The reason for Positioning’s adaptability lies in frame of reference,’ which defines the alternatives available to customers and the context in which the brand competes. Consequently, Positionings need to evolve to reflect changes in the target audience, the competitive alternatives and the strategic priorities of the brand. Value Proposition, aspirational, does not speak to a higher order purpose or mission or explain how a brand will connect emotionally with the values, culture and needs of its constituencies, both internal and external. Our Brand Identity prism model is based on work by brand strategist and INSEAD professor, Jean-Noel Kapferer.
Positioning is a tool for helping the brand move toward the desired Brand Identity, and multiple Positionings may be required to achieve the Identity.
When combined with clear business objectives, a careful brand audit, and a profound understanding of the target, these tools provide a powerful guide for brand development. A fun, competitive-learning experience reserved for 50 marketing oriented leaders and professionals. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. That involves the brand’s strategic foundation, its people, product and service quality, brand cues, and communications channels.
The confusion makes strategic thinking about brands more difficult and undermines marketers’ credibility. Value Proposition is the brand’s North Star that informs everything from recruiting to the product development roadmap. The left side is internally focused, while the right side explains how the brand connects externally, with customers, members, investors and other stakeholders.  Each element provides a crucial guide to developing the brand’s message, visual and verbal identity, corporate culture, and more. You have to ensure you are listening everywhere for what customers, the marketplace, competitors, and other stakeholders are “telling” you about your brand position. If marketers can’t agree on basic terms and frameworks, how serious can the business of brand strategy be? It also describes the brand’s Noble Purpose, its reason for existence beyond staying in business and paying employees. Purpose is becoming an essential aspect of brand differentiation, and it is not addressed by Positioning or Value Proposition.

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