Are you overwhelmed now? Let me simplify. There are four key steps in brand management:

1)Positioning - identify your company's unique benefits and image. 2)Planning - develop a road map for your brand identity programs. 3)Protection - guard integrity of your brand. 4)Promotion - build awareness of and preference for your brand.

Brand management is an ongoing process, not a destination. Bad news: work is never done. Good news: if you do positioning and planning up front, protection and promotion programs flow naturally.

I've snuck term "market research" into my sub-title. Some of you may gasp and yell, "Too expensive!" I say, "Not necessarily." and “Guesswork can lead to expensive mistakes.”

If you’re marketing computers or fast food, your potential target audience may be huge. You’ll need Research with a capital "R." Find a good research company – preferably one with experience in your industry. Tell them your needs and budget and let them put together a plan for you.

Those of us who work in small niches can do small "r" research. Here's what I mean. Think of 3-5 questions that will help pinpoint prospective buyers' hot buttons. Call your top customers and prospects and ask away. You'll have great conversations, and you'll learn something each time you talk to someone. Develop a matrix of everyone’s answers, and I'll bet you learn even more.

If you get bogged down on deciding what questions to ask or making phone calls, call in a consultant. Whatever it takes to get information. Remember: ‘Tis better to ask than assume!

©2003 Claire Cunningham, Clairvoyant Communications, Inc.

Claire Cunningham is president of Clairvoyant Communications, Inc., a strategic marketing communications company that helps businesses grow through targeted communications programs such as newsletters, publicity, web presence, advertising and the like. Claire has 20+ years of marketing communications experience and has worked with a wide range of products, markets and budgets. To contact Claire, call 763-479-3499 or e-mail clairec@citlink.net