Check Your Brand's Health
03 Sep, 2019
At a digital age, you come across ‘brands' at every step. Be it creating a personal brand, to establishing a unique identity to a business, or even managing multiple brands under one business. It has become easy for everyone to start branding, and are often fed with a toolkit to ensure the brand's success. Everyone starts with their brand, some pursue with it, others may sustain, but in the end, some brands just exist. The noise that was there when the brand was started soon fades out, and the brand seems to only retain the digital space. While this is the story of many brands, some brands make a comeback, those which identifies the issues that plague their efforts and take steps immediately, this exercise is called checking for the brand health.
What to do while performing brand health check-up?
It is a process which requires you and your marketing team to be honest and ask yourselves questions if your answers are ‘yes' it's a good sign if not, you need to take adequate measures to ensure your brand is nursed back to health.
1. Do you know who you are?
‘You' refers to your Brand. Does your brand have a personality for itself? There is a simple way to find out various voices of brands. Take their communication – if one can identify the brand based on their communication – through their design collaterals, the content communicated – that builds a persona for the brand in itself.
2. Do your employees believe in what the brand says?
Does the brand communicate the culture o your organization? Your employees are your primary brand ambassadors – they need to believe in your brand and become your spokesperson for the brand to grow. This ties up all the efforts, the goodwill that one is trying to project to the world. At the Ford Motor Company, all employees are considered as a part of the Ford family, each buyer is also inducted into the family.
3. Do you know who you are targeting?
Does your brand reach out to a potential audience or the impact that the brand wants to create? Is the brand present on adequate channels to bring in the right target group, is the language common and easy to understand? These can be answered only if the brand is clear about the kind of people it seeks to attract, and knowing about their target groups, and understanding the segmentation, and how to reach them becomes very crucial.
4. What is your following?
This is not merely numbers of x followers but is there a thriving community that actively recommends your product to others, who take pride in consuming it themselves and more importantly are they genuine followers who interact often. One can boast of large numbers but if the traction hardly exceeds 100 likes, it shows that the brand needs to re-position itself or re-look the followers they engage with. This is also a significant point of reconciliation when it comes to influencers – is there positive traction? How relevant are the followers of the brand? Does it result in a sale? are some crucial questions to answer.
Do your brand health check for your brand, and know where you stand!