Often, this your gut talking. Though it keeps getting pushed down the list and lost in the urgent priorities, you know deep down that your brand communication isn’t doing as well as it should. Your gut feel is usually spot on, but if these top five symptoms sound similar, it’s absolutely time for a brand refresh.
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Does this sound familiar?
“Your brand is dead,” I informed Derek simply. He looked up from his laptop, shocked. “What do you mean?” he inquired.
Derek, an entrepreneur, was seeing a drop in download (aka sales) despite their game-changing app.
“Look,” I said, “Your product is amazing, but your brand isn’t connecting.
I want to help you avoid this.
Here are five powerful indicators that your brand is crying out for a refresh.
1. Your staff can no longer articulate who you are or what you do.
Your brand encompasses far more than your name and identity.
It is about having a distinct position and then authentically communicating it both visually and audibly.
Above all, it is a practical collection of tools that everyone in your organization uses on a daily basis, with your elevator pitch being one of the most crucial.
By creating this and training your employees to use it, you can convey a consistent message about who you are and why you matter.
If your coworkers are providing conflicting stories and conveying confused messages, it’s time to get your brand communications and story in order.
2. People don’t understand what makes you unique.
Engage with your audiences.
Do they refer to you as trustworthy and reliable, or do they describe your competitors similarly?
These phrases are the bare minimum. Think about your standout partners and why you choose them above their competitors.
Test these concepts with your target market to ensure they ring true.
Only then can you explain what distinguishes you in a way that everyone will understand.
3. Amidst the sameness, your communication gets buried.
Would your audience still identify you if your name and logo were hidden on your website?
If not, it’s time to carve out your own niche by creating new messaging and a fresh look and feel.
If you don’t show people who you genuinely are and why you matter, they have no incentive to stop and get to know you, let alone choose you over everyone else.
4. What you stand for and who you are are out of date.
Compare your logo to those of your competitors.
Beyond their names, what do they communicate?
Do they provide clarity in what they do or how they do it? Does it capture your attention just long enough to spark an idea or make you smile?
Your identity cannot accomplish everything, but in a few seconds, it should captivate your audience and pique their interest in learning more.
We construct idea-led identities that are meaningful and represent your distinct positioning and personality.
5. Your name is less suited for duty.
Perhaps you’ve grown your geographical reach, enhanced and broadened your offerings, or added new sectors or clients.
Now look at your name. Is it confusing for potential clients? Are you squandering possibilities before they begin?
Is it abbreviated or an acronym?
Consider brand names that mean something to you and elicit a visceral reaction; this is what you want your name to achieve for you as well.
When a strong name is joined with the appropriate descriptor and slogan, it becomes more than just its parts. It communicates what you stand for, what distinguishes you, and fosters greater ownership and pride among your workforce.
Final thoughts
The idea is to speak with your team, evaluate how easy or difficult your brand’s communication is, and locate the right partner to provide you a competitive advantage.
Your brand is continuously growing in the outside world, so give it every opportunity to convey your story in the most real, simple, and impactful way possible.
Your team and clients will appreciate it.
Finally, realize you are not alone. I’m here to help, get in touch.
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