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MAKING THE BRAND:
Spotlighting K. Sawa Marketing
By: Liz Pabon
Over the last several years, we’ve
been entertained by the onslaught of
makeover programming on television.
Men and women are accosted while
dining, shopping, enjoying everyday
life only to hear that THEY have
been chosen for a makeover. After
the mortification passes, they learn
that trusted friends and colleagues
unanimously voted them “off the
island” in terms of their
appearance. Well, makeovers don’t
need to horrify us or hurt!
In the world of business, makeovers
are merely a strategic move to align
your company more directly with your
position in the market, address
market gaps and re-emphasize the
perception your company holds in the
mind of your ideal client.
Brand Analysis
I’ve recently had the pleasure of
brandstorming with a local Maven
herself, Katrina Sawa of K. Sawa
Marketing.
As a successful master marketer,
Katrina Sawa positioned herself as
the go-to gal for small businesses
in her local area offering
full-service marketing; PR,
Advertising. Marketing Plan
Development, Networking Training,
Graphic Design, Direct Mail and a
host of other marketing related
services. After considering her
long-term business growth plans,
Katrina determined that K. Sawa
Marketing is going global! With that
push forward, some strategic
positioning decisions were made.
Here is a snapshot into the making
of a brand.
Brandstorming
As part of the brandstorming
session, we reviewed and discussed
K. Sawa Marketing’s position in the
market today and in the future. This
involved conducting extensive
research to better gauge the
perception the public holds of K.
Sawa Marketing, reviewing the myriad
of talents that Katrina’s personal
brand represents and finally
communicating that brand direction
visually.
To Market, To Market
No stranger to market research,
Katrina delivered a detailed survey
to her existing client base. In this
survey, Katrina determined her
clients current and future needs –
addressing the “where do you hurt
most” question – and gauged the
perception they have of her personal
brand.
Brand Theme
Armed with strong and relevant data (making assumptions about what you THINK your clients perceive can result in inaccurate positioning), Katrina dug into her personal brands attributes, values and unique quality’s. The result was a brand theme that best describes Katrina personally, communicates what her clients can expect from her in terms of brand experience, speaks to the perception they have of Katrina herself and is the launching pad for a series of information products that will support her goal of global expansion. Given Katrina’s electric personality, straight shooter approach, and passion to motivate small businesses, the Jumpstart Your Marketing theme was born!
Strong brands are clear on where
they stand, what they offer and whom
they reach. Katrina has accomplished
all three with the Jumpstart Your
Marketing theme. Compared to her
competitive set, the Jumpstart
Specialist theme was untapped and
positions Katrina and K. Sawa
Marketing uniquely. A complete
product brand strategy is in the
works to market the Jumpstart Your
Marketing Series. Targeting small
businesses that need to kick their
marketing into gear, the Jumpstart
Your Marketing series includes live
workshops, marketing mentor program
and other ancillary products.
Visual ID
The visual representation of your
brand is essential particularly when
you consider that impressions are
formed within mere seconds. Because
Katrina Sawa is K. Sawa Marketing,
the current company logo was kept in
tact. Core brand colors of red and
black express Katrina’s, vibrant and
creative personality.
The information super highway, a
gateway to global expansion, demands
that you represent yourself visually
in the use of color, design, and
language.
Katrina’s new site design introduces
her brand more powerfully to web
browsers stimulating visual and
auditory senses with photograph and
audio message designed directly into
the header. We enjoy doing business
with people we feel a connection to.
At every entry point on her site,
visitors immediately get to know and
connect with Katrina.
The “Making The Brand” process doesn’t stop here. Check out Katrina’s website and experience her brand personally, www.ksawamarketing.com.
© 2006 Copyright, Liz Pabon. All
rights reserved.
About the author: Liz Pabon, “The Branding Maven,” is inspiring, motivating and empowering - but most importantly, she’s effective. A speaker and author on the topic of personal branding, Liz delivers insights and principles that are proven to achieve WILD SUCCESS. Liz publishes the weekly Keys 2 Wild Success! ezine. If you're ready to ATTRACT amazing clients, set yourself APART from the pack, make a lot more MONEY, and have a lot more FUN in your small business, get Liz’s FREE WEEKLY TIPS by going NOW to www.thebrandingmaven.com!
NOTE: You’re welcome to “reprint” this article online as long as it remains complete and unaltered (including the “about the author” info at the end), and you send a copy of your reprint to liz@thebrandingmaven.com
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