Remember those movies where the villain pushes the big red button that counts down to total destruction of their shark-infested volcano lair? In my past twenty years in marketing, I’ve seen and experienced many of the problems that bring even great brands to the brink.
A brand is a living and breathing organism that must be nurtured in order to thrive, yet in so many cases the brand itself is ignored or taken for granted. So what can you do to prevent your brand from crumbling to pieces before your very eyes? Well, here are 10 symptoms of a potential impending brand disintegration:
1. There’s no clear understanding of the brand’s target audience
Every company needs to develop their buyer personas. This means figuring out who your dream customers are. How would you describe their personalities? What are their tastes and dislikes, etc.? Those are the people you want to connect with.
2. Poorly defined core brand values
It’s imperative that your brand stands for something. It’s equally important that everyone in the organization exudes the aura of the brand’s core values if you expect your target audience to do the same. For example, are you selling running shoes or athletic performance? These core values will help shape who you are as a brand.
3. The brand does not promise anything
Your brand promise is your commitment to your audience. Like a good neighbour, State Farm is there. The brand promise for State Farm is that no matter what trouble you encounter, State Farm will be like that reliable neighbour that you can trust.