Now that you have created, built and developed your brand, how do you keep it strong and relevant over time?
No matter in what industry you operate your business or organization, trends always evolve and change. To stay ahead of the competition and remain relevant, it is important to ensure your brand, products and services also follow the industry’s trends. Your current and potential future customers want the latest in products and services, so if you are not offering the best out there, they likely will head over your competitors.
Let’s look at five ways that can help keeping your brand relevant and strong.
Getting regular feedback from past and current customers is a great way to check whether or not your brand is working. If your business is doing well, it is likely to mean your brand is also doing well. However, past customers might be a good source to get honest and valuable information about how your brand is perceived. This can help you see what areas of your brand can be improved.
Asking for feedback shows that you care about your customers and the products/services you offer. Most customers are willing to share their views and feelings, especially if they are satisfied and have had a positive experience with you.
Review, review and review
Reviewing your brand is more of an internal process by yourself or with your team if you have one. It is recommended to do regular reviews of your brand, how it is perceived, how it feels, are your and your business values still spoken for through your brand, do your customers have an emotional attachment to it? These are only a few questions to ask yourself during a review.
After a few years of operation, it is good to review your logo, advertising design, brand colours, voice, etc. Sometimes, a change is required in those areas, but not on an annual basis. Your customers and employees (if you have any) have built an emotional attachment to your brand, so it is important to be careful when making changes. Your brand should remain recognizable in look and feel even if you make changes. The same goes for your customers’ experiences when they use your products/services.
Change can be difficult, but it is often beneficial. As mentioned at the beginning of this article, trends evolve, so you and your brand also need to evolve. Introduce new products or services from time to time, stay consistent while making room for novelty and innovation while ensuring a good balance. If you see a new trend that would apply well to your business, get ahead of the competition and start working on how to include this trend in your business.
Change will also ensure that your business remain relevant in the eyes of your customers and can compete in the industry. Ensure that relevance by updating your website, be present offline and online, and staying consistent. Use your ideas and creativity to embrace change in a positive way for you, your business and customers.
One of the ways to stay ahead of your competitors and keep your brand strong is to create growth opportunities for your business. Did you discover areas into which you can expand your business? The information you gain from feedback and reviews will give you an idea of what areas of your business you can grow. For example, is there room to create a sub-brand?
Remember that your customers change, so are their needs. However, they don’t want to see and feel a change in your brand. When growing your business, take your time to introduce changes carefully, so that the end result is growth while continuing to promote your brand core values and a consistent experience.
Set a budget
The first investment you made when creating and developing your brand will not be enough to ensure success in the long run. You will always need to spend money and invest in your branding efforts.
Setting up a budget for brand expenses will ensure that your spending is wisely done while making sure your brand remains relevant. Consider the following when preparing a budget:
Design (logo, business card, signage, product packaging, etc.) Office or business location Advertising Potential brand training for your staff Up-to-date website
If you find out that you don’t need to spend all the money set aside for branding, you can invest it in other areas of your business, It is always better to be prepared than not!
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