Suzi Dafnis on The Secret To A Successful Rebranding Campaign

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Key Points and Insights
5:11 – Why branding is important to your business?
Why brand strategy is an important part of your business strategy?
7:47 – The importance of grabbing domain names with the .com Getting both .com.au (ccTLD – country code Top Level Domains) and .com (gTLD – generic Top Level Domain)
9:44 – Should a small business be brand conscious?
13:26 – Brand personality and Brand consistency
14:07 – Personal brands vs Business brands (should you promote your personal brand or your business brand)?
17:36 – Consistency of results
18:17 – Branding identity portfolios
21:50 – Rebranding (from) AustralianBusinessWomenNetwork.com to HerBusiness.com
24:33 – Factors to consider when rebranding
31:49 – Summary / recap of key insights
Actions and Insights
33:32 – Don’t over think your brand
33:53 – The brand should call out the audience or the product or both
34:54 – A good brand attracts the right people AND repels the wrong people
35:03 – If you are trying to say everything to everyone you will end up saying nothing to anyone
35:24 – A brand / product should call out a solution to the problem the audience is facing (your products should aim to solve your target audience’s problem)
36:26 – Clarity always trumps cleverness when it comes to content
Key Points to Consider when Rebranding
- Know the purpose of your business
- Identify your target market
- Know how you want your business to be perceived

Ash Roy
Ash Roy has spent over 15 years working in the corporate world as a financial and strategic analyst and advisor to large multinational banks and telecommunications companies. He suffered through a CPA in 1997 and completed it despite not liking it at all because he believed it was a valuable skill to have. He sacrificed his personality in the process. In 2004 he finished his MBA (Masters In Business Administration) from the Australian Graduate School of Management and loved it! He scored a distinction (average) and got his personality back too!