What separates successful companies from those that can’t break away from the crowd? In many cases, it comes down to branding.
For small and large businesses alike, having a clear, memorable and intentional brand gives your audience an understanding of who you are and what you do, promoting connection and loyalty to your business. Conversely, a brand that is poorly defined may confuse or bore its audience, causing you to lose out to your competitors.
We wondered what one thing the experts of Forbes Coaches Council would recommend if one of their clients had a lackluster brand. If you are concerned about whether your company’s brand is all that it can be, here are ways that nine coaches would approach their own clients to help reinvigorate their brands.
1. Assess Gaps Between Perception And Reality
I would ask my client what they can do to refresh and make their brand shine more, no matter what state they think it’s in. If they’re open, then I’d suggest a simple, relevant customer survey to uncover what their consumers and or distributors think. Don’t assume what’s needed. Get relevant feedback. – Jay Steven Levin, WinThinking
2. Get Personally Involved
They need to personally get involved. Far too many companies just hire people to “do social media,” and that leads to a lack of coherence and authenticity with their brand. Your brand is the outward-facing element of your company, and it can dramatically impact sales or revenue. Lead from the front, showing people what “right” looks like, and your team will follow, exponentially growing your brand. – Michael Quinn, HireMilitary
3. Find Out What Is Lackluster About The Brand
It depends on a lot of things, but most importantly, whether the client thinks it’s lackluster or if they’ve received feedback from customers that it’s lackluster. I’d then figure out what about it is lackluster. What aren’t they conveying that they would like to? And what’s not showing up for them? At the end of the day, it has to be something authentic that they’re happy with. – Dhru Beeharilal, Nayan Leadership, LLC
4. Evaluate Brand Values
One of the most essential characteristics of a successful brand is that no discrepancy or incoherence is felt between the values the brand preaches and the brand values that are actually experienced by the customer. That’s why my first tip is to check the promised values for customer relevance. Then, per customer feedback, compare and improve the delivered values with regard to their quality. – Michael Thiemann, Strategy-Lab™
5. Get A Fresh Perspective
Bring on some fresh eyes and be open to updating it. Brand evolution is very common. In our current era, where things are changing and evolving rapidly, feeling outdated or lackluster is not surprising. Revisit your mission, purpose, values and what you want to communicate. Then, engage some fresh perspectives to explore how you can best express that in today’s world. – Christy Geiger, Synergy Strategies Coaching & Training
6. Pinpoint What Is Unique
How is your brand unique? How does your brand give the customer something that is not easily duplicated by your competitors? If you are losing position, then it usually means that your organization, a competitor or the market has violated the unique value your clients have come to expect. Look to reestablish what is unique through your offering of services, solutions or innovation. – Brad Cousins, Ingage Human Capital Strategies
7. Use Data And Market Surveys
You need to have data available to back up your contention that the brand is seen as lackluster. Lackluster means mediocre or average. Does the client want to be “one of many” in the middle of the pack, or one of the elite few? If they debate with you, encourage them to do a market survey of how the brand is seen. Once it confirms your contention, then it will guide next steps. – Jeff Altman, The Big Game Hunter
8. Go Back To Why The Company Started
A brand is the foundation of a business, so go back to why you started. Backtrack to see how you got to where you are now. What is it that you can support others with by sharing your learnings? Then, get clear on whether your current branding is clearly reflecting this mission. If there is discrepancy, then you start with a rebranding process, including a visual representation. – Petra Zink, impaCCCt
9. Integrate Personality To Reflect What Audiences Want
I would recommend starting with personality. Who does your company target? Does your brand have a personality that is reflective of those whom you sell to, market to and converse with? Is it happy? Serious? Fun? Trustworthy? Find out from current and future (i.e., ideal, target) customers or clients what they want to see and hear. Then, integrate that back into your brand personality. – Lauren Cooney, Spark Labs
ABOUT JEFF ALTMAN, THE BIG GAME HUNTER
Jeff Altman, The Big Game Hunter is a coach who worked in recruiting for what seems like one hundred years. He is the head coach
for NoBSCoachingAdvice.com. He is the host of “The No BS Coaching Advice Podcast,” “No BS Job Search Advice,” and “Job Search Radio.”
Connect with Me on LinkedIn http://www.linkedin.com/in/thebiggamehunter
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