By LEWIS Creative Consultants
1. Benchmarking for success
Seek inspiration from the brands that you think get it right. They don't need to be within the same industry that you operate. If an organisation is doing something truly outstanding, it's likely there will be something you can learn and be able to apply that learning to your own brand's revival.
2. Forward focus
To future-proof your brand, make it relevant and position it correctly, you need to align your brand values and vision to what you want to be rather than what you are. By doing this your brand will be fresh and ambitious and, more importantly, it will reflect exactly the organisation's desired position and standing.
3. Respect your roots
By acknowledging what the customer recognises about your brand and working with these elements, it ensures that following any revival, your brand will still be recognisable. Therefore, you can attract a new audience without losing your brand's existing customers.
4. Hook, line and sinker
Think about your customer's lifestyle and try to come up with ways to encourage them to engage with your brand whether that is through incentives, seeking contribution or through good online user-interactive content such as blogs or forums.
5. Happy campers
The brand should inspire and engage employees as well earning customer trust. Employees can be your most convincing brand ambassadors. Get their buy-in and the road ahead is suddenly a lot smoother.
6. Mirror, mirror on the wall
Try thinking about your brand as an outsider rather than an insider. It's amazing how differently it can appear. A good way of doing this is to continually gather feedback from your audience, perhaps through focus groups or surveys. This will also help to make them feel part of your world.
7. Keep things fresh
Update your website regularly. By keeping your content fresh, you can better engage staff, customers and peers. Search engines look at freshness as a quality factor so this can also positively impact on your website's exposure.
8. Evolve or revolve
Getting to grips with the unknown as well as the known is important in moving a brand forward. That could mean developing an additional product offering or developing an additional way of offering your product. If you are planning on diversifying now do your research, be clever and most of all, be canny!
9. Assuring quality
Make sure that your brand works just as effectively in black and white when reproduced small as it does when shown in brilliant, full colour, on a billboard or online.
By producing and following Brand Guidelines, you will ensure that the brand is presented correctly every time it is seen.
Quality and consistency are essential; badly executed representations of your brand will undermine all the time and effort invested in getting it right in the first instance.
10. Join forces
Consider the organisations and brands that you associate yourself with. By developing a strategy for brand affiliation through clever online placement, joint incentives or campaigns and well-structured social networking activity, you could improve the recognition and quality of your brand.
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