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Question added to topic MarketingJune 3, 2008

Can I buy a kit to guide our company through the corporate identity process?

Our family-owned company needs to consolidate its image and rebrand. Before we consult an image specialist, we want to develop cohesive positioning. Can I buy a roadmap-type product for the initial internal diagnosis?
There are books galore and guides on branding, but the most important element you must work out on your own is your point of differentiation. 

What is it that sets your company apart from its competitors that your best prospects want, need and are willing to pay for?  As a company ages and matures, it's essential to keep pace with often highly disparate changes in the marketplace itself. 

Rebranding efforts must examine what your company offers today, the nature of the target audience and what that audience wants to buy from you.  You may need to retool what and how your company markets or even revise the preferred target audience before you can effectively rebrand.
Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.

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