Your enterprise may need a brand upgrade. What does that mean?
Your brand is your promise made visible through every touchpoint with your company – from website to business cards to nurturing campaigns to your email signature. It’s not just look and feel but is how your organizational values and strengths are expressed as well as what makes your solution distinctive.
Branding is the art, science and activities of making your brand’s value unique, bold and authentic. Good branding communicates with your potential customers; great branding engages your customers.
There are some telling signs that it’s time for a brand upgrade; here is a partial list:
• When your market and / or the conversation has changed.
• When new competitors are gaining ground.
• When business has not met performance expectations.
• When your logo, look and feel and / or ‘voice’ is dated or stuck.
• When your brand feels flat, expressionless or meaningless.
• When your brand does not reflect your identity or values anymore.
• When you aren’t attracting the customers you want.
• When your customers are not engaged or advocating your solution.
• When you don’t have the attention of your industry anymore.
These might seem obvious but they are too often missed by those most familiar with the brand. Why? Because humans filter out the familiar (or we wouldn’t be able to drive a car down the street).
Behaviors That Do Not Serve Your Brand
Now, here are some marketing behaviors that may not be serving your brand:
Making people think too hard. If people have to stop and think about what they should do, they will likely get distracted or, in a worst-case scenario, a confused mind says no.
Visual or narrative clutter. If your message or your look and feel is overwhelming or irrelevant, you run the risk of jeopardizing your credibility (not to mention potential or even current customers).
Too many constraints. A constraint is anything that limits a person’s ability to act, like too many fields in a webform, an unclear, vague or missing call to action or not enough information to make a next-step decision.
Wrong channels. Men are not typically on Pinterest, millennials don’t know what snail mail is and many baby boomers are just figuring out Skype. Match your message to your audience and your audience to your channel of distribution.
Sticking to the facts. While people say they want the facts and information, they actually make buying decisions based on how they feel about a potential purchase in the moment. Emotion-driven marketing yields much higher returns. Why? Because facts tell and stories sell.
Now Is The Time For A Brand Upgrade
After all that potential ‘shade’, there is good news… that is, now is a fantastic time to commit to upgrading your brand. Never before has there been so much opportunity to align your brand, your promise and your customer experience by using technology, strategy and unique voice to support your organizational personality so you can connect more richly with your ideal customers.
As a resource to give you more context around why it has been challenging to market digital enterprise up until now – and what you can start doing about it, download this free manifesto on the state of digital enterprise now:
“The X (Experience) Manifesto: Why Enterprises Are Failing To Deliver What Should Be A Simple (Digitally-Powered) Human Experience”.
If you would like a personal assessment of your brand relevancy, please let us know – we would love to review your site and share the results as our gift! (Why? Because we want digital brands to have every advantage in creating success in today’s competitive environment.)