Step One: Discover Your BrandYour brand already exists, deep inside the soul of the company in the form of natural strengths and core competencies. Consider what has made your company successful thus far and answer these key questions:
- What kind of clients have you been most successful in attracting?
- What types of assignments have you completed over the years?
- In what areas do you have superior knowledge or expertise?
- What do you do particularly well, perhaps better than most agencies?
- What do you most enjoy doing? What do you hate?
- What target audiences have you come to know and understand?
- As a result of your experience with the clients you've served, what distribution channels do you know best?
- What methods, approaches or philosophies is the firm known for?