Branding is so much more than just a logo or a tagline, it is the deliberate act of influencing identity the intangible impression that exists only in the mind. Sometimes it’s hard to wrap your mind around what exactly branding is, especially since there’s so much that goes into a brand strategy. The very act of branding is creating a feeling that consumers can latch on to. To determine whether or not your brand is thriving or struggling, ask yourself and your marketing team these questions.
If you come back with a lot of “yes” answers, you’re in pretty good shape. On the other hand, receiving a few “no” answers might be a sign to consider reinvesting in or redefining your brand. Here are questions to reflect on when it comes to evaluating your brand:
Do you know who you are? Think of your brand as a person, with a personality all its own. What comes across when your brand opens its mouth? Is it bold? Refreshing? Trustworthy? Or better. So here’s a test. Go to your About Us page. If you don’t have one, take your mission statement. Then do the same for your competitors can you tell which copy belongs to which brand? Where are the differentiators? Think about your prospects. If they’re reading all of these mission statements and About Us pages, why would they choose you over the competition?
Does your brand clearly articulate its reason for being? No, this doesn’t mean “selling fans” if you’re a fan company. Your brand’s reason for needing to think bigger than that. It needs to state the effect you want to have on the world. Why your brand exists. And what it’s trying to accomplish.
But it’s not enough for one person to be able to articulate your brand’s reason for being. Your leadership team, employees, and customers need to be able to voice it too. Which brings us to the next question…
Do your employees understand and believe in your organizational vision? When your employees are engaged, they’re your biggest fans and they know how to sell others on your vision. Their connection can help you find great leads and clients. And finally, creating a brand your employees truly believe in while building upon the brand’s internal culture.
Do you know who you’re targeting? Identifying your audience is one of the first things you have to do to communicate your brand properly. Don’t know who you’re talking to? At best, you’ll end up with a bland message to appease anyone (not ideal). At worst, you’ll end up offending them (even less ideal).
Does your internal perception match up to how its seen in the market place? If you see yourself as innovative, but your customers only see your poor customer service, you have some work to do. Maybe your story isn’t coming across to your audience. Or maybe you have a major product issue you need to address first. Whatever the issue, make sure that the two are aligned.
Do you have a following? If your brand is truly thriving, you’re going to have some fans.
A few areas to check include:
- Social media – Do you have a strong following? Does your audience engage in conversations with you? Do they care what you have to say?
- NPS surveys – Would your audience recommend your products to a friend?
- Repeat purchasers – Do people buy from you once and never again? Is your customer lifetime value strong?
- Outside publications – Do news sources or authoritative blogs cover your product or service?
Let me be clear, this one isn’t easy. The competition is tough and getting people to actively mention and recommend your brand can be a challenge. But those that can generate a following will gain a source of currency that money can’t necessarily buy.
Be heard.
Your brand is your voice, the chief way you communicate with your prospects, customers, and employees. And likely the most important facet of your marketing. If your brand is failing, everything else will suffer.
Going forward, research what others are doing in your industry, how are they differentiating themselves? What makes you different? Who should you be talking to? And once you can answer those questions, ensuring consistency in message and tone will go a long way.
If you’re struggling with branding please feel free to contact us and together we can build a solid brand for your business.
