HOW TO IMPROVE YOUR BRAND IMAGE
HOW TO IMPROVE YOUR BRAND IMAGE
Left neglected, brands can turn inward, concerning themselves only with commoditisation and ignoring the wider picture, until they eventually die out. Generally, most companies will wait until their brand name shows sure signs of decline before attempting to pick up the pieces. However, brand leaders should endeavour to renovate and make changes to their brand practices while they are still growing. They should capitalise on new opportunities immediately, and extend their reach. In short, they should strike while the iron is hot.
A BRAND IS MORE THAN THE SUM OF ITS PARTS
A complete understanding of what the brand stands for in the minds of the customer is a must. Brand leaders must see things from their perspective when making decisions since the key to branding is emotional intuition, not merely making an offer or offering up an image that people will be expected to accept without question.
KEEP AN EYE ON CONSUMER TRENDS
It is important to spot trends while they remain opportunities and not threats. By breaking down the population into segments, brand renovators can analyse demographics and the attendant opportunities to connect their brands to emerging trends or to cross over into different types of the customer market.
THE CORE PROBLEMS FACING BRAND DECLINE
* Failing to differentiate your brand from competitors, and thus having to compete on the level of a commodity.
* Continually trying to repeat past successes ad nauseam, to the detriment of updating the brand and keeping it active and contemporary.
* Not adapting to changes in lifestyle, technology, and consumer attitudes, thus inciting a lack of relevance on the brand’s part. This is one of the main factors that influenced the co-ops rejuvenation of their ageing corporate image.
PAIR UP YOUR STRATEGIES AND COMMUNICATIONS
The most successful branding strategies are those that ally themselves with marketing communications designed to elicit an emotional response. Yet, these communications must be tailored to fit specific areas: differentiation, reinvigoration, and relevance.
All efforts at brand renovation must use the customer’s point of view as the starting point. From there, brand leaders can branch out and make appropriate decisions based on analysis of how their product, company, or service fits into different areas of their customers’ lives.
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About the author: Vincent Bissette is the Creative & Managing Director of Propel Marketing & Design, as well as acting as a Brand Advisor at various client companies. For over 30 years Vincent has been helping local and national companies across the UK achieve greater commercial success while minimising the cost of doing it. Vincent has been at the heart of design and marketing in Glasgow for 30 years and. Throughout that time, there’s not much he hasn't done or many industries he hasn't worked in. Now based in Hamilton, South Lanarkshire with Propel Marketing and Design he looks to continue to transform the fortunes of businesses through modern professional branding.
Get in touch with him on Linkedin here