Is this the year that your brand is due for a refresh? Chances are if you’re asking yourself this question there is probably a good reason why it may be ready for a reset.
Here are five things to think about if you’re contemplating a change.
1) Ask Yourself Why
The initial question I ask clients who feel their brand may need a refresh is why they’re feeling that way.
Pretty simple question. But if you dig deeper into the rationale and reasoning behind the feeling, there is usually ample evidence to support what may initially feel intuitive. Or it could be more direct, such as declining sales or market share. The key is to find out exactly why through primary and secondary research.
2) Be Curious
When you’re taking a hard look at your brand, of course include all the analytics you have, but also be sure to look beyond the brand sentiment scores you get from analyzing social media conversations.
It’s relatively easy today to know what people think about your brand. It’s more difficult to understand why people feel the way they do about your brand. You have to understand the why if you want to refresh your brand in a way that will be meaningful and drive action.
3) Understand The Influencers
Understand why your customers and your employees feel the way they do about the brand.
Brands are at their core perception and reputation. Employees can be the biggest influencers when it comes to creating brand perception and reputation, so excluding them from the process of understanding why is a big mistake. They’re ultimately the people supporting the brand, whether its directly or indirectly.
4) Avoid The Blame & Shame Game
Don’t blame and shame your customers or your employees.
I’ve heard some clients say that their customers don’t understand them or misunderstand them, like it’s the customer’s fault. “They don’t get us.”
No. You don’t get them in a way that’s meaningful.
I’ve heard the same when it comes to employees not executing a particular strategy or initiative appropriately. If your brand position isn’t resonating with your customers or employees, it’s either wrong or its not being communicated effectively.
Don’t be afraid to look in the mirror and then adjust as needed.
5) Live The Brand
Refreshing your brand is more than identity and advertising. While those elements will likely be part of an overall refresh, they’re just one part of what should be a fully integrated effort.
Internal communications related to a brand refresh are as important as external communications. Is that heresy for a marketing communications person to say? Not at all.
Unless your employees “live the brand,” all of the external communications in the world won’t ultimately win hearts and minds and market share, if the customer experience falls short of what was promised. Then social media becomes your enemy rather than a powerful ally.
Got A Brand Refresh On The Horizon?
If you’re thinking about refreshing your brand, chances are you should at least investigate doing so. When you do make sure to look as hard internally as you do externally.
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