4 steps to take when you're dissatisfied with your brand

Creating a brand is a crucial element of marketing your business because you have to create an image that consumers can learn to identify. From designing a logo to cultivating a reputation, you must ensure that every aspect of your brand is picture perfect¬†and communicates your company’s values to the public. After all, your brand is what potential customers will recognize as the defining part of your organization, making it essential to hone every last detail.

You shouldn’t settle when it comes to your small business’ corporate image. If you aren’t entirely satisfied with your brand and believe that an updated version would be beneficial in the long run, you should make changes as soon as possible. To achieve brand perfection, take these four steps.

Bring in key contributors
Entrepreneur Magazine recommends starting by assembling your most trusted employees. However, you don’t want your staff members to offer platitudes and broad feedback – you need honest opinions and specific criticisms to find out how you can improve your brand. While some negative comments might sting at first, hearing them will be beneficial in the long run.

Additionally, you should ask your employees how they think an image can be changed. In many cases, current contributors might have some of the best ideas for changes to your company’s current branding strategy. Staff members understand what trends affect your business on a day-to-day basis, so they’ll likely be able to provide strong insight when asked for their opinions.

Strive for flexibility
To some entrepreneurs, branding means creating rigid images for their companies. The belief is that consumers can’t develop recognition unless they are shown similar content repeatedly. However, this static approach can be problematic in the modern marketplace, according to Smashing Magazine. A brand should be flexible enough that it can be adapted to specific customer groups and changed to suit various tastes, instead of maintaining one form.

The news source explains that this branding style can actually be more engaging than the traditional method. The former strategy allows businesses to truly immerse customers in brands, which the latter cannot do.

Identify pain points
The key to updating your brand is deciding why it requires improvements in the first place. Carefully examine every aspect of your company’s image to determine what you don’t like and why. In some cases, you may be splitting hairs over subjective content that really doesn’t affect how consumers think about your business. Other times, you might find true issues that are affecting your ability to generate new leads and increase sales.

Take a risk
According to Inc. Magazine, entrepreneurs shouldn’t be afraid to take chances with their brands because consumer tastes have evolved so much over the years. Ideas that might have seemed risky in the past might be perfectly acceptable in today’s marketplace. Small business owners should initiate strategies that may have been ahead of their time when first proposed.

These steps will help you update your brand. What do you think entrepreneurs¬†should do when they’re dissatisfied with their brands?

4 steps to take when you're dissatisfied with your brand

Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.