Quick Tips on How to Conduct a Brand Health Check
The success of your business as a whole lies in the health of your brand. A brand image impacts everything from sales and profits to the employees you are able to hire. But how can you know if you’re on the right track? By conducting a brand health check, you can find out exactly where to make improvements.
1. Your Image
Your brand automatically invokes feelings in your customers and determines whether they will decide to purchase from you or a competitor. Whereas your brand image is partially out of your control, you can improve the message you deliver by clarifying your values.
From their very first impression, customers should already know if they can expect quality, affordability, professionalism, or fun from your brand. Run a survey to determine whether customers’ opinions of your brand match your values. If you’re failing short, you may need a revamp, making changes to the font, colour scheme, and language of your logo, slogan, and website.
2. Your Point of Difference
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What defining characteristic sets you apart from your competitors? Keep things simple — you’ll increase your risk of failure if you try to convey too many sentiments. Instead of sending several messages to current and prospective customers, focus on a single value that can be expressed in one word. Run tests with focus groups to check this is the word that comes to mind when people are asked to describe your brand. If there is any discrepancy, your brand is failing to project its key attribute.
3. Your Audience
Those whom you consider your target audience should be the people purchasing from you. If demographics or psychographics vary even slightly, you’re wasting resources marketing to the wrong people — and your sales are likely suffering as a result.
4. Communication
It is essential you maintain consistency in all communication with your prospects and customers. The tone of voice you use for everything from your marketing efforts to direct contact with consumers must remain the same and must reflect your values and attributions. This will enable you to maintain your image across all media.
Brands must constantly evolve to keep up with the demands of the market. Use what you learn about your brand to decide if if’s time to make some adaptations to better meet the expectations of your customers. Most successful brands are unafraid of change and take cues from their clients, rather than relying on their own opinions, using surveys, focus groups, and social media feedback.
If you are looking to build a compelling brand, we can help. Broc Consulting works with forward looking leaders to turn their businesses from bland to brand. Please send us an email at enquiry@brocconsulting.com to arrange a free 45mins consultation.
