Who do you want to engage, those with huge wallets or people who are cost-conscious? Is there an age group or some other demographic you need to target? Will only women or men primarily benefit from your offering? Now you've mapped your target consumer and you know how you want them to see your business, you can work to deliver a solid pitch.
The truth is, you don't give your best sales pitch when your already sat down with a new client for the first time. You're pitching all the time; when you have a new web site developed, when you redesign your stationery or when you launch that new social networking site to hook your fish. If someone is willing to sit down with you for the first time, they've already made the decision to buy - at this point they will either choose you based on price or on service. Apple is not known for being a computer company - it's become synonymous with great design and exciting innovation. The company has worked hard to keep its image fresh based on that appeal. Think McDonald's and you conjure up thoughts of fast food, funky toys and happy meals - similar outfits fair less well because their offering is not quite so obvious. So what can you do to become the golden arches or YOUR industry?
When a new brand or re-brand is needed, be sure to think backwards. Ask yourself how you want to be seen and what kind of customers you want to attract. That way, instead of trying to convince clients and staff that your "new look" is the right way to go, you'll find your staff need no convincing at all with the influx of new business.