At MKP, we believe that brands need to keep growing and adapting over time. After all, your brand supports your company’s performance by helping to retain existing customers and attract new customers for your products and services.
Keeping your brand fresh is especially important given the influx of new technologies, ever-shifting customer demographics and consumer desires. It’s when your brand stops evolving that the challenges begin!
If you suspect that your brand has become a little stale, here are a few suggestions to ensure that your brand continues to work harder than ever.
Find a convenient date on the schedule and gather the troops, including marketing, product and customer contact staff, for a brainstorming session about your brand and how it’s performing. An offsite location like a restaurant is ideal, because you’ll want people to be as relaxed and forthcoming as possible. Start kicking around questions like these:
Your goal should be to come away with a clear idea of your company’s strengths from the customer perspective. The team should also be able to clearly articulate how you define yourself. In addition you need to make sure that your company’s personality and your view of it, are aligned. You have to confidently say, “We’re the company that does X better than our competitors and this is why our customers choose us.” If your current brand doesn’t work to crystallize these sentiments, you need to refocus it.
To many people, a brand is little more than a logo, tagline, color scheme and maybe a mission statement. It is so much more! In addition to the creative elements such as color palette, typography, usage of photography that support a brand, you should develop brand guidelines that include:
Once you’ve defined your brand and extended it throughout your company, how do you get the word out? Following are a few simple tips:
And above all, remember this: your brand needs to continuously evolve to reflect your company and the benefits of your product or service relative to an ever-changing market. A successful brand takes constant nurturing. But we promise, if you make the ongoing effort, the rewards will make it all worthwhile!
MKP communications inc. is a New York City based communications company that delivers spot-on strategy, smart, fresh creative, combined with flawless execution, for financial services clients.