Business leaders and marketers know that marketing strategies should always be evolving. But when it comes to the brand, those dynamics should remain fairly consistent over time. After all, your brand’s image, voice, and reputation should always be building in the same direction, conveying the same sentiments.
However, there are signs that a company brand needs a refresh. And if you’re experiencing any of the following scenarios, it could mean your brand strategy could use some improvement. It’s ok to revisit your brand strategy and make revisions, especially if any of these signs resonate in your business model.
1. You’re Losing Emotional Connection with Your Audience
A well-defined brand will invoke an emotional connection with its audience. So, if you’re not emotionally engaging with prospects and buyers like you used to, it could mean your brand is losing ground with them. Studies found that consumers who feel an emotional bond or attachment with a brand are more than two times as likely to become satisfied customers. You lose that bond; you lose their interest.
2. Your Messaging Is Inconsistent or Unclear
Check your messaging and compare impact, tone, style, and delivery across all your channels. If you spot inconsistencies that don’t support or convey the same sentiments as your brand, you’re losing momentum. Inconsistency in messaging can also dilute your overall content and confuse potential buyers.
3. Your Employees Can’t Define the Brand
Talk with your employees about their perceptions of the company’s brand. They should have an emotional connection, much like your prospects. But if they struggle to articulate what the brand’s value proposition is or aren’t sure how to communicate the brand mission, it’s a sign your brand strategy needs a refresh.
4. Your Digital Assets No Longer Match the Brand Profile
Is your logo still compatible with your brand? Does it resonate with your core audience? If you’re not sure, it could imply that your logo and other brand assets aren’t aligned with your brand positioning. Consider colors, font, and aesthetics to compare how they support the overarching brand strategy.
5. Your Market Is Changing Direction
If your industry’s ecosystem is changing direction, your company might also need to forge a new path. And since your trajectories are changing, your brand strategy should also be changing. For example, National Geographic began as a leading magazine brand. But with the onset of technology and media innovation, it had to change brand strategies to keep up with the new dynamics.
6. You’re Branching Into New Territory
If you’re doing it right, your business will be growing and scaling into new territories, either geographically or with new offerings. And a common growing pain might involve improving or changing your brand strategy. For example, Dunkin’ Donuts is a brand built on donuts. But more recently, the brand strategy seems to position the company as more of a coffee and morning routine pitstop, in addition to donuts. “America runs on Dunkin” is an evolved brand position beyond the original donut-only image.
If any of these scenarios sound familiar with your business or brand, it might be time to revisit your brand strategy. And you can connect with ONE MEDIA MARKETING to get all the relevant guidance you need to realign your brand with your company mission and vision.