What Makes a Business Successful? Part 2: Branding

After 18 years of pretty much playing it by the seat of our pants, we recently did a brand analysis of our company. We hired a branding and marketing firm called Big Buzz Brands to help us rethink how to best serve our clients and potential clients. They interviewed several clients, employees and others who were familiar with our offerings in order to best understand common needs, perceptions, suggestions, etc.

They also looked at our competitors to see how we compared in services offered, marketing message, and expertise. They did a visual audit of all of our current marketing materials. Finally, they completed a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) to better define our marketing message.

As a result, we defined our brand essence (the succinct idea that most often comes to mind when people think of our organization and should serve as the foundation for every interaction with the brand) and our positioning statement (what you do at what value to whom).

Now that we better understood our company, our clients and our competitors, the final step was to redo our logo, tagline, and website. Along the way, we also decided to rename our company to better define who and what we are.

Here are the results:
                           What we were …                      What we are now …

Name:             The Roper Group, Inc.              Roper Bookkeeping

Tagline:          The QuickBooks &                     Right by your side.
                       Bookkeeping Experts                Right on the money.

Check out our new website and logo at www.RoperBookkeeping.com and let us know what you think.

Like us on FaceBook (http://www.facebook.com/RoperGroup) and sign up for our newsletter.

For more info about Big Buzz Brands, go to: www.BigBuzzBrands.com
Branding is about more than having a logo and tagline, it’s about your core values, perceptions, understanding your niche and knowing your target market. It’s about social networking, relationships, getting referrals and endorsements from clients and knowing what other people and companies are saying about you (Google Alerts, Social Mention).