Branding in 2017 has grown beyond your business name and slogan; it’s about every touchpoint you have with potential customers, and every opportunity to show those customers that your brand is on top of the innovation they’re interested in.
The problem is that this development boom has the potential to be a double edged sword; beneath the countless opportunities for innovation lies the realisation that innovation is now necessary for brand survival. In order to make your evolution as smooth as possible, you may want to avoid the following bumps in the road.
Fixating on old technology
The technology you need to run your website might not be complex, and that’s fine, but with technology in a constant state of flux, failing to move with the times could put you behind. Issues arise when you have potential customers to impress who are looking for a way to differentiate your brand from a competitor. Often your website and social media presence will be your first impression, and even if there’s little competition from other brands, consumers are inclined to respond more positively to shiny new technology. In the long run, refusing to innovate could lose you a lot of business.
Ignoring digital transformation
Being in business in this decade means being adaptable. As technologies change, so do your consumers; they adapt to what is popular and new, particularly if the adaptation promises to improve a process for them. If you want to stay relevant, you need to be prepared to adapt your business activities and the way they are performed. This will not only keep your customers interested in the movements of your business, but it will boost their evaluation of your expertise and credibility.
Releasing inconsistent brand messages
Your brand message is a culmination of every communication you share with your consumers and ultimately forms the basis of their perceptions of your brand and feelings towards it. In the current consumer-centric, social media-dominated climate, those feelings can ultimately make or break your brand, especially when they are shared with other consumers, so it’s crucial to get your brand message right, consistently.
Ignoring consumer and competitor trends
If you want to sell to consumers, you need to know them. Know how they see themselves, how they see you and your competitors, what they do and what they would rather be doing. Know how they feel when they look in the mirror, where the gap is between them and their ideal image of themselves and what your brand can do to bridge it.
If you want to build your brand to its best possible form, don’t just make your competitors your benchmark. Make competing brands your springboard, and consumer behaviour trends your direction. Become fully aware of what your competition is doing and seek to improve on it, always with your consumer profile in mind.
Failing to advertise effectively
The world is full of advertising and marketing collateral, and if your brand isn’t amongst it, you’re probably falling behind. Building your brand from a pipe dream with potential into a market force requires effective advertising. Consider your budget, the best advertising format for your brand, where your competitors are advertising and where your target audience are spending their attention, and then play to your strengths. Your brand will thank you.