Brands are like friendships. We build bonds and show them loyalty. They bring us rewards. Or we can take them for granted and neglect them. Like friendships, brands require effort from their owners to keep them fresh and healthy.
Every marketer knows that a brand is not a static entity, but is an ever-evolving, changing thing. So, how do you know if your brand is getting stale or if it's time for a brand refresh? And what do you do about it? Here are some tips to energize and empower your brand to keep is as fresh as your new best friend.
Energize your brand
Step 1: data
The first step is self-examination. Look to your data for clues. No doubt you already track certain metrics that monitor brand success -- number of clients, leads, sales. What about website and social stats like visitors, followers, and customer engagement? There are also industry data points like news mentions, reviews, awards, or testimonials. Contrastingly, you could look at competitor news and where you stand in comparison. Are you being overshadowed by a new player in the market? All of these can indicate how your brand is doing and what you should do about it.
Step 2: story
With better insight into the health of your brand (or lack thereof), it's time to refocus. You want to re-examine the positioning, mission and differentiation of your brand. Refine and update your brand story so that it resonates with your current market, focusing on a strategy to address the areas that need improvement. Give your story emotional punch and communicate it consistently across every touchpoint.
Step 2: visuals
Now that you've refocused your mission and brand story, it's time to energize your team and audience with compelling visuals that drive home the message. Does your visual brand palette need a refresh as well? Can you add more color, stronger imagery, impactful typography? Words and images go hand-in-hand to build and strengthen those bonds of friendship and loyalty we experience with a brand.
Empower your brand
Tactic #1: create a campaign
One way to breathe new life and power into a brand is with a campaign. Tie in your campaign messaging with a big event or a new product launch. Conversely you could add a new slogan or tagline to everything as an over-arching message. Make the campaign visuals prominent on all your social and external sites and foster ways to increase audience engagement with social media and outreach efforts.
Tactic #2: create industry buzz
External exposure can breathe life into your brand in powerful ways. When done thoughtfully, you can influence press coverage with well-placed interviews, content posts and speaking engagements. Tie these messages in with your new brand story and promote them to your customer base in consistent visual ways. You will empower your brand with existing and new audiences, encouraging more growth and synergy.
Tactic #3: create team tools
Be certain to arm your internal teams with strong messaging tools to consistently evangelize for you. It's not just your external audience that may need a refresher. Internal teams need to be on the same page and must be as excited about your brand as you are. Provide internal slide decks, campaign briefs and other incentives to align their talking points with your new brand story. And empower and energize them with praise, commendation and recognition opportunities. Happy employees will work harder and improve overall productivity for your business. This new momentum will also empower your brand.
Time to take the first step
With the new year upon us, now may be the perfect time to reflect on how your brand is doing. Many organizations conduct or hire an outside consultant to perform a brand audit. From this assessment, a brand strategist can then offer ideas, messaging and design solutions that can add some life to stale, lackluster branding. See some mood board examples developed for clients by [double b] as part of our brand mood boards. If you need some help with your current branding, please give me a shout and let's chat.
Hi. I'm Barbara Bogue. The name [double b] came from my initials. Here I share tips and advice on marketing, design and copywriting.
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Web Refresh 8/17
Naming Zing 7/17
Business Biz 4/17
Brand Audit 2/17
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