A few weeks ago, I discussed some ideas to promote yourself through online social media. Today, I want to take a few minutes and discuss a common branding process. It will help you develop a plan to better understand how others view you and how to create a brand strategy from the current perspective. In brand development, there is a document/process called the SWOT analysis. SWOT is a landscape analysis and stands for Strengths, Weaknesses, Opportunities and Threats. The first two, SW, are internal and the last two, OT, are external.When you are beginning to determine a plan for a venture, whether business or personal, it is important to recognize all of the factors that will affect your venture.

In developing a SWOT analysis, it is best to create a chart that looks like this:

This way, you can visually see the good and the bad, so to speak. As you decide what to place in each area, remember these guidelines:

  • Strengths: characteristics of yourself that gives you an advantage over others or simply, makes you standout from others.
  • Weaknesses: are characteristics that place you at a disadvantage relative to others.
  • Opportunities: external chances to increase your ability to meet your goals.
  • Threats: external elements in the environment that could cause trouble for your goals.

Adapted from http://en.wikipedia.org/wiki/SWOT_analysis

So, for example, an early client of mine wanted to expand her home baking business into a full business that would eventually support her financially. To first determine if this was a viable option for her, Brand Event Marketing developed a SWOT analysis for her.

Creating a SWOT analysis to determine the route of your personal goals is a productive and thorough way to begin creating your brand. After you finish the analysis, let me know who you want to BE and how you’re going to get there.

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