Branding is no longer just about the physical aspects (the logo, slogan, colors or the name) – I am not saying they aren’t as important because for the totality of your brand to fit, the physical attributes play an important role (topic for another day). How your clients or consumers view your brand and talk about your brand when you are not in the room is important to the success of your brand. Your brand needs to stand out from the competition; you being able to sell the same service or product in a unique way and speak volumes to your clients or consumers. Sometimes a brand needs re-branding; but how do you know it’s time to invest in re-branding?
This dissatisfaction could be either through face to face or social media; with technology and social media platforms a single dissatisfied customer or client can create an irreversible damage to your brand. The complaint only needs to go viral and before you know it hundreds of people are airing their own set of complains and other thousands of people are re-posting, re-tweeting and sharing the contents on various media platforms. Therefore you need to evaluate; if your customers or clients are complaining, what are the levels of complains? Is it an everyday occurrence? If it is then may be its time you went back to the drawing board.
Your Product or Service
People spend their hard earned money on your brand because it’s about a problem that you are solving better than any other brand, it’s about what you are bringing to the table – the quality. At the end of the purchase or consumption your clients or consumers need to feel its worth. The upside to your product or service effectively solving a problem is that you can get a voluntary marketing team. Consumers or clients will put it on Instagram, Facebook, tweet and tag their friends. Therefore you need to keep evaluating your brand. Relevancy – is your product or service still relevant and efficient? Therefore you need to keep doing a research on your product or service, note the strengths and weaknesses. Also keep up with technology and advancements in the market place. If the weaknesses are overwhelming or your product or service is not up to date then it’s time to re-strategize.
Do you keep on facing lawsuits or you keep finding yourself in and out of court? Are you spending more money on your legal fees than you should be doing? Or you often find yourself struggling with crisis after crisis? Then it’s about time you reminded your customers or clients why your brand was once important to them and why they should be able to trust your brand again.
Customers or clients also tend to notice unethical practices easily and this can cause a backlash on your brand. Before you know it you are spending millions trying to curb different crisis. Are there certain aspects of your brand you feel might come back to bite your brand? Then you might consider re-branding.
When it comes to branding, you no longer control it entirely; there are factors that influence and impact it. With technology and social media platforms it is almost always never up to you. Therefore you need to choose whether your brand through your clients or customers creates opportunities and platforms or do you lose business with each interaction. Therefore it is critical to keep evaluating your brand in order to stay relevant and in the market.
6 Comments
1/21/2019 07:44:12 pm
This is extremely spot on. I think you kind of have a feeling when it's time to re-brand. I just celebrated my first year of blogging & I sat down & revamped my site/brand to better represent me in year 2 of blogging!
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