October 24 2018

REBRANDING FROM THE INSIDE OUT

Is it time to rebrand, or merely take a closer look in the mirror?

To say it’s easy would not be entirely true, but every once in a while it benefits us all to take a good hard look at ourselves. Sure, it would be easier to live in a world of self denial, while avoiding mirrors like we were the long lost love child of Lestat. But in the end, there comes a moment of clarity when we realize the time has come to make some changes.

Fortunately, fixing the physical imperfections is the easy part, but dealing with what’s going on internally is a little more difficult. Oh, and in case I have not made myself clear, I am talking about your brand.

Just like most people, businesses are often too busy taking care of the needs of others that they fail to take care of themselves. This is especially true for successful organizations. It is during these times that careful attention to the brand should be paid. Trust me, it is much easier to improve your brand when you’re not in a bind.

It starts with the physical elements: always making sure your mark, your message and your positioning is current, relevant and impactful. This also means always keeping an eye on market fluctuations and future opportunities. Keeping an eye on your competition doesn’t hurt either, ensuring they don’t begin to eat away at what you have fought so hard to call your own.

The hard part is to look internally: your processes, your culture, your operations, your product, and your service. Ask any successful organization, and they will tell you the same thing: complacency is often the death of a thriving business.

And no, we are not recommending that you change things just for the sake of change. The reality is, though, your consumers are changing whether you like it or not, and you must be able to change with them. It’s easier said than done, but if you are not able to adjust to their wants, needs, and desires, they will find someone else who is. Unfortunately, loyalty only goes so far.

This is particularly important when looking at the ever-changing and evolving digital age we live in which may start with your website, or social media presence, or even your media buy.

But if you can continue to meet your consumers’ expectations, you will continue to earn their loyalty and trust. Additionally, if you can get them to have some ownership in your brand over time, you will have earned their advocacy.

If the path forward involves a complete rebranding, make sure you borrow on the brand equity you have already acquired and build on it further. Or, if you find you need a complete overhaul, make sure you have a solid plan of action in place. Being short-sighted in the process can be costly on many levels.

So take a good hard look in the mirror today, and make sure your brand is ready for the next evolution. It may come from an updated look, or an unexpected offering that your customers need, but have yet to discover.

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