Brand Buzz: 8 Ways to Tell Your Brand is Struggling
Brand Buzz with Jaci Russo on 96.5 KPEL is now at 7:40AM every Monday, so be sure to tune in on your way to work. Here’s what we’ll cover:
How do you know if your brand is struggling? Take a good look in the mirror.
1. You think you are your audience.
It’s okay, this happens all the time. The CEO/Manager nixes an idea because it doesn’t appeal to them. Unless you fit the demographic and psychographic profile exactly, you can’t base any decisions on what you like. Sorry, Charlie.
2. Your touchpoints don’t align with the market.
It’s easy to spend some of the budget and not reach the right people. If you’re still using flyers and yardsigns when your audience is online, you’re incurring unnecessary costs and missing big opportunities.
3. People think of you in the past tense.
If your business has been around a long time, it might be hard to shake issues of the past. Ghosts of mistakes and struggles past can haunt you for a long time. And some people will always hang onto those for as long as you let them. You have to find a way to grow beyond that and give your shareholders something hopeful to hold onto for the future.
4. Your media/PR plan never changes.
Habits change. New channels open. You have to be flexible enough to be where your audience is – and realize that it changes, often.
5. Your Brand Identity is indicative of the year you were founded.
If you are still using a type treatment and mark that hint of 80s big or 90s grunge, your consumers are not going to feel confident that you have a handle on the world they live in.
6. You look like someone else.
This is a case where people can’t tell the difference between you and your competitors. You may think you know how you are better, but you can’t verbalize it. You struggle with answers about differentiation, but you don’t have a clearly defined reason that explains your excellence.
7. You would rather broadcast to your audience instead of conversing with them.
If you’re waiting until this whole ‘social media thing’ blows over you are going to be blue in the face pretty soon from holding your breath. Meanwhile. your audience is developing relationships with your competition, the ones that know who they are and what they have to offer.
8. Your audience is aging.
They discovered you when you were young and they were young. It was a match made in heaven. But now they are older and are spending less and less every year. You have to create a connection with the younger emerging demographic groups or you will lose all of your customers to attrition.
The question now is: What are you going to do about it?
BTW, our new RUSSO eBooks about “Identifying The Competition,” “Thought Leadership,” and “The Great Outdoors” are available for download now at BrandRusso.com!