We describe brand as “how you are known and your distinct message to the marketplace.” Is your brand fresh, or is it stale? How current is your brand to what you are actually doing, and, more importantly, how relevant is the message to give you distinction in the marketplace?
For many small- and medium-sized businesses, brand is a critical area in much need of attention. Many business leaders do a fine job of initially establishing their brand messages. Yet thereafter, many do not take the time to appropriately freshen (or update) their brand messaging as the business evolves and changes in response to the marketplace. The result is that their messaging becomes stale and no longer differentiates the business to the best position it in the marketplace, failing to match their buyers’ needs and interests to the right product or service.
How do you freshen your brand? Two Techniques to Help You:
1. First, make sure that what you are promising matches what you are delivering. Identify what is being bought. What products or services are you selling?
Review your key brand messaging tactics (your marketing materials) to see if what is selling is suitably identified (represented and articulated) so that your
advertising campaign gives a clear, consistent message to reflect your brand.
2. Also assess what are you starting to sell, per customer need or interest, that is new, or what do you anticipate is needed for the customer in the marketplace that you can respond to? These are your opportunistic services or products, which could turn into another viable core service, so you may benefit from including this in your key brand messaging tactics. (Again, for most, this includes your website, marketing materials and strategies, such as slicks, newsletter, and your blog, if you use one.)
Then, identify two to three key updates needed in order to “keep your brand fresh.” Establish project owners and timelines to these tasks to ensure it gets done.
Why bother with “little stuff like this?” Because stale brands aren’t bought.
A brand needs to be relevant in message and timing. Overlook this and you’ll put
yourself at risk for lackluster growth.
For additional information on branding, culture, strategy, talent management and other topics on business growth, see our blogs, free articles, white papers and videos at: www.kubicalaforestconsulting.com. Also look for our new book coming out in the Fall: Drive Business Growth Through Building Organizational Gravity.