4 Ways to Keep Your Brand on Target
Tips to Keep Your Brand on the Right Path
It’s only natural for things to move away from the bulls-eye from time to time. Going off-target happens, what’s important is that you notice and correct course. The point of branding is to connect on an emotional level with your audience, inspiring your community and the public to find value in what you do and who you are. But if your brand isn’t actively trying to reach people on an emotional level, then your mission is off brand and off target. Here are 4 ways to keep your brand on target:
1. Your People Come First
This is your mantra. Say it over and over again. The people on your team are essential to attracting community support; their loyalty can become part of the overall brand. And from a business perspective, it makes sense to market their loyalty as part of the brand’s image. Encouraging your employees to embrace your brand in public and on social media is essential for creating brand advocates.
2. Make Changes
Going off-track isn’t the only reason to change tactics. New technologies and platforms come in and out of fad. You have to be flexible enough to be where your audience is AND where they are going. Research, learn and grow; don’t be so rigid in ways that your can embrace change.
3. Stick to Standards
This is an easy step to execute. It’s not a concept to embrace, it’s a physical process to complete. Ask yourself these questions:
- Does the same logo appear in your email signature?
- On the billboard?
- On handouts?
- Are you controlling the colors, the size?
Chances are, you’ve got your brand identity all over everything from signage to countless pieces of your paper system. But there’s got to be strict standards for how you use your identity.
What makes you special? Look, every business owner thinks they offer the best service and quality products. To make a real emotional connection to customers, you need to dig deeper than that. Ask for feedback and find out what attracted your most beloved clients and staff to you in the first place. Take note of the special elements that differentiate you from other businesses.
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Founded in 2001, RUSSO is a strategic branding agency with offices in New Orleans, Lafayette and Nashville. RUSSO uses consumer insight to develop branding initiatives that effectively change the conversation — forming emotional connections between the consumer and the brand. To learn more, visit brandrusso.com.