Brand process strengths and weaknesses

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Question: I know I need to improve my brand marketing processes. Where should I start?

Answer: Mud Valley has a tool to help you to assess your strengths and weaknesses. Completing it will suggest where you should focus first.

Key points

If your brand remains resolutely a make-weight in the market, it could simply be that you are not investing enough in it.

Alternatively, it might mean that one element of your brand marketing process needs to be refurbished.

Or, sadly, you may need to install a new brand marketing process in its entirety.

The Mud Valley brand marketing process strengths & weaknesses tool can help you decide, within the hour, what you need to do next.

In more detail ......

The tool has a quick & a more detailed version. The quick version has just eleven questions. The full version has eighty-four, grouped under the following headings:

1. Organisational buy-in
2. Segmentation
3. Brand definition
4. Brand identity & trademarks
5. Customer relationship marketing
6. Brand tracking & valuation
7. Brand exploitation

We do not pretend that this is an ultra-scientific tool, but it is a fairly detailed checklist of the key components of the brand marketing process

Decisions

• If you score well across the board, you are either insufficiently self-critical, or you have an excellent brand marketing process - you simply need to invest more in your brand
• If you score well overall, but have a few areas of weakness, it might be best to focus on fixing those first
• If you are more-or-less average across the board, then either brand marketing just isn't that important to your business model, or you need to install an entirely new process, and to support it with the appropriate investment in skilled professionals and financial resources

If you need to go into more detail than this summary tool allows, we can provide you with a full Marketing Department audit which will examine in detail your processes, people and resources.

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