Branding today is more accessible than ever, but that shift has also meant that consumers are much more aware of the depth beneath the shiny exterior. A healthy brand not only looks good, but feels good, and that’s something that exposes the very core of the people and the organisation behind it. For that reason, you want to be 10 out of 10 in as many areas as possible.
A healthy brand drives business growth. If you want to attract more of your *best* customers, you need to make sure they can clearly see what you offer, and why they should choose you over your competition.
It’s good for every business to take stock regularly of how well their brand matches what they’re actually doing. Even if you’re not planning a radical brand redesign, it’s important to make sure that what you’re in control of how your brand is perceived and the messages your brand communicates.
The best way to do this effectively is to put yourself on the outside, looking in: view your business as if you were the kind of customer you most want to attract.
It can help to ask yourself these questions about your brand:
- Who, if anyone, is responsible for brand control?
- What is your brand’s ethos?
- Is there a defined visual style or language, applied consistently?
- Is there a disconnect between what your brand says, and what your customers hear?
- Have you a clearly defined what you’re offering?
- Have you clearly defined what makes you stand out from your competitors?
- Are these messages explicit?
- Are your social media profiles working well?
- Do you have an email marketing strategy?
- Do you have messaging / language guidelines?
So what does this tell you? You could be at the top of your game with your brand, and that’s brilliant. If your brand is performing well, you are in the best place you could be.
You may have scored your brand quite low, and that’s nothing to worry about – it doesn’t mean your brand is failing – but it does suggest that you may want to give some serious thought to how your business is represented. It may help to explain any issues you’ve been experiencing in attracting new clients.
Most businesses will find themselves somewhere in the middle: confident in what they’re doing, but without a co-ordinated approach across the board. This may explain issues for you too, but it’s more likely to tell you that you’ve moved on from where you started, and perhaps it’s time for a rethink.
If you’d like some help with this brand analysis, I am can provide a Digital Brand Audit. This is a free report into the current state of your brand from a digital perspective; I look at your business online, just as one of your customers would. It’s as in-depth as I can reasonably offer, but will contain a considered perspective on what’s good, what’s bad, and the areas that could benefit from further work. It will give you a real insight into the health of your brand, and whether you need to do any further work to make sure it reflects where your business is now, and where you want it to go.