YourBrandRetreat

How long has it been since you gave your agency’s brand a real wring out? Maybe you have been operating under the same brand for
years without giving it much consideration. If that’s the case, maybe your agency’s brand has been passed by in light of all the changes
going on within the industry. Maybe the agency’s brand needs to be repositioned or maybe the firm needs to be re-branded.

The process isn’t difficult or painful. At Sanders Consulting Group, we specialize in helping agencies of all types and sizes find the best
way to grow. And often the first step is a hard look at the agency’s brand.

The process can be a major learning experience for your staff because it opens up the entire language of branding. We usually
recommend using input from clients and prospects about key benefits you offer and which are most important. We look at the agency’s
personality and what that means in terms of fit to clients and prospects. We’ll help you gather both sets of data.

Then we pull all this information together and review it at an agency Brand Retreat, usually held off site where the agency brand is
reviewed from top to bottom. We help the team work through the firm’s Brand Triangle, what a new energy line might look like, and why
the positioning should exclude some prospects that don’t fit and might betray your brand’s new purpose.

There’s a whole new enthusiasm unleashed when everyone at the firm understands the brand, wears it proudly and supports it fully
because they helped build it.

For more information on finding out about your agency’s brand, give Sanders Consulting Group a call at 800/899-1538. Of course, you
could try to brand yourself, and that's certainly possible. Just as it’s medically possible to take out your own appendix. But that’s not a
smart move either.

Typical brand retreat subjects:

1. What did our clients say about us? And what does that mean?
2. What impact should their comments have on our brand planning?
3. Creating our brand based on who we are or who we want to be.
4. The brand building process.
5. The agency core values.
6. The agency key attributes.
7. The agency personality.
8. The agency’s brand competency story.
9. How to introduce the agency brand.
10. How to train the staff on the agency brand.
11. How to get brand congruence on our side.
12. How to describe ourselves to prospects.
13. New business timeline and calendar.
14. Who will do what?
15. What support materials to produce and what they will look like?
16. Who to go after.
17. A List of prospects vs. B List of prospects.
18. Who can do outreach for our firm?
19. Who will go on first visits?
20. Develop a publicity plan?
21. Supplier/media rep open house?
22. Projected economic impact of new business program?
23. New business payout analysis?
24. What to tell the staff?
25. What to tell clients?
26. Positioning us against competition.
27. Positioning us with search consultants.
28. Sustaining the new positioning.
29. Building proof.
30. Developing reasons to believe.