KEN BANKS’BLOG AUGUST 2025
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It’s been nine months since Hurricane Helene destroyed our home. We began the rebuilding process in March and are now rounding the home stretch a completing the construction. As we’ve gone through this process, I was reminded of how long it takes to go through the 5-Step Branding process that I have written about many times in this blog and how important this process is to rebuilding a brand that has weakened in its market. So I thought I would review the process with a comparison of how our construction is coming along well by following a similar process as a brand.
DEFINE. As we started the recovery process, we had to define what exactly we wanted to do. Should we tear down and start over; should we leave it as is and try to sell it; or should file our insurance claims and restore our house to the place we called home for 28 years. The same holds true for rebuilding a brand for a product or service. If the current market results (lower revenue, lower market share, increased competition) warrant a intensive plan to determine next steps. Consumer research to determine if your value proposition still is valid and to determine if your awareness has slipped in recent history is critical. The defining the competition and your position make require a change in direction.
VALUE: We reviewed our neighborhoods for comparable homes and decided that there was still a significant market for our house and its features including the waterfront property that is so desirable. As a result, we decided to redo the house to existing floorplan and amenities while meeting updated license requirements and consumer preferences, In the same way, a brand need to analyze the market, its potential, the competitive values and what makes your brand more viable than before. A clear positioning statement is necessary and modification to your brand specifics if needed is critical.
EMOTIONAL APPEAL: Not only did we want to rebuild but we also had to determine if we would want to return and call our house for the foreseeable future. So we made improvements and will replaces contents to meet our desires. A brand may not meet to needs and desires of its target customers that once made it successful. So, modifications in product design, benefits, and marketing may be necessary. This is not simply developing an new ad campaign or a new packaging, store design, or logo/graphics. It has to be relevant to more customers and these benefits have to be developed in conjunction with all operational staffs within the company to insure a complete service proposition.
COMMUNICATIONS: We talked with several realtors, developers, building contractors to get their valued opinions as well as their quotes. This took time but has paid off as we’ve gone through the construction process. The brand should be a total organizational developmental process if it’s going to be successful so internal communications as well as third party (agency, consultant, market experts) discussions will result in a more effective rebuilding process.
ALIGN YOUR TEAM. We wanted to make sure that we all agreed on our plan and had several family discussions as well as with our extended family and friends. Moving quickly to file our claims and obtain permits and licenses was critical. We have observed many other houses in our neighborhoods, especially waterfront properties, that are still boarded up and have remained vacant due to delaying action. If a brand is losing market share, it’s not going to recover if the executive team does move quickly and completely to start the analysis of what needs to be done.
IMPLEMENT YOUR PLAN. We have moved forward and have had a spreadsheet and calendar for all of the steps which has eliminated a lot of the worry and stress. A branding strategy and plan must have a complete plan and timetable to insure an effective roll-out and success.
So, we as get closer to the next step of refurnishing our home and setting deadlines for moving back we feel more positive that the future looks bright for our family.
Thanks, Ken
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