Daniel Vaczi
You’ve heard about Gap, Pepsi, Starbucks and others launching brand changes, but how does all the buzz relate to your company?
Why do brands change?
If you ask someone about Pepsi you will get a wide variety of emotional responses based on their perception of the company. Did changing their logo affect people’s perception of the brand? The “gut feeling” you had when you thought about Pepsi is essentially their brand. The redesigned logo symbolizes a change in their focus and how they want to be perceived by you.
What emotion do people feel about your brand?
Your brand is NOT what you say it is, it IS what your customer says it is! Discovering what your target market actually “feels” about your brand is incredibly valuable info. Take some time and think of a creative way to capture this data.
An online survey is an easy way to get this info. Increase your response rate by offering a participation prize (make the prize valuable! EX: Ipad, TV, etc.). Select your participants carefully and be sure you have good representation from both existing and prospective customers.
Are you building trust?
Strong brands create trust, loyalty, and a feeling of superiority among consumers. This comes from meeting and beating consumer’s expectations across the board. Your logo and identity components need to symbolize what makes your brand the superior choice.
If you utilized a survey or similar vehicle, hopefully your responses are in line with your brand values and vision. If the responses show some disconnect between your brand concept and their (your market’s) brand reality, NOW is the time to act!
What next?
Ask yourself these questions:
- Where do my current brand identity and customer touch points differ from my customer’s actual market perceptions?
- Does my brand identity reflect the values of my company/organization?
- Is my brand a differentiator from the competitive forces in my market?
- Are my brand attributes (fonts, colors, language, etc.) consistently used across all of my marketing components?
- Is my current brand mark able to be used effectively across all current/future media applications (Business card, Website, Social Media, Signage, etc)?
If you answered “No” to any of these questions, it may be time to start exploring the option of rebranding your company/organization and reconnecting with your target market and displaying your true value.
Final Thoughts
A strong brand identity can foster the growth of a strong brand, but it does not end there. It is now up to you to ensure that all of your employees are knowledgeable about what your brand stands for, & are consistently reflecting your brand’s values. Your products or services also must carry this value and deliver on the promises made in each touch point. Remember strong brands evoke trust and trust comes from exceeding your customers’ expectations.