TUESDAY TIDBITS: 3 Brand Problems & Their Fixes

Uncategorized Feb 28, 2017

By Sandie Eggers

To conduct a thorough brand review requires much more than addressing the 3 problem areas I'm sharing now. However, as you begin thinking about these problems and their solution, you'll have a better understanding of the key elements of your brand, any problems with your brand, and solutions to those problem.

PROBLEM #1:  Do your customers/clients share the same brand image as you?

Some of the tell tale signs that they do not are customer/client comments like:  

      • "Oh, I didn't know you carried that product/provided that service"
      • "You say in your Values Statement you are  'X' but I've only experienced 'Y' with you.This seems inauthentic."  
      • "I started doing business with you because of 'A' but, so far, I've not seen 'A'"


SOLUTION;  Develop a customer questionnaire to probe deeper and ask a few of your ideal customers to respond. You may want to give them a little incentive to do so, like a discount on their next purchase, a free gift or information that is an added value (for service businesses).

PROBLEM #2: Is there a consistent tone and voice across all communications and are the messages releavant to your communication's recipient?

SOLUTION:  Conduct a communications audit.

PROBLEM #3:Do the visual elements of your brand (logo, website appearance, any other specific graphic or brand standard font) seem dated? 

SOLUTION: If you think your graphics might be outdated, ask a graphics firm that specializes in branding to audit your graphic elements.

If you'd like to learn more about values-driven branding, download my free tip sheet: "7 Tips for a Values-driven Brand". 



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