Keep your brand relevant in 5 easy steps
All brands would love to be relevant, popular and constantly talked about (in a good way), but unfortunately this doesn’t always happen. Over time brands become stale and irrelevant, unless they reinvent themselves to reflect customer’s changing interests over time.
Brands can easily reinvent themselves in this new technological world, but getting to that point maybe difficult. The first step for brands to take is to recognise their importance and their place in their industry.
Here are five ways you can keep your brand relevant.
1. Plan your vision
All brands will go through periods of highs and lows, and it’s important you take notice of your marketplace. For example, two years ago, it seemed as though Apple could do no wrong, but now critics are wondering what’s next for the company. If technology giants Apple have downs – your company will too.
As a brand manager, you need to keep your eye on the ball, and understand what is around the corner for your industry. Follow industry leaders on social networking sites, sign up for newsletters and do your research – you’ll find the latest industry updates.
2. Ask questions where you can
Brand managers tend to put the blinkers on, and focus on one thing and one thing only. This means they maybe ploughing ahead with ideas, without fully knowing if their idea will work. They begin to think they know exactly what their customer is looking for, and what their motivations are.
When you start to think on behalf of customers, you’re asking for trouble. Use research groups, social media and retail outlets to find answers to your questions. Hands on information can reveal valuable information.
Older brands need to create a reason for existing customers and new customers to re-discover the brand or find them for the first time. This is done through innovation. Of course, you shouldn’t turn away from what made your company successful, but the right kind of innovation can turn you into front page news, which will ensure your brand stays relevant.
Consider what extra value you can offer to your customers and in what form they would like to receive it.
4. Be open minded
The modern consumer has different buying habits. Consumers are buying products online at a faster rate than most marketers ever thought possible. Consider if there are new ways to distribute your products. Look at different options, such as going direct to consumers, using an e-commerce store or a TV Advert. Check out how your competitors are doing it, are they doing something different? Think about your brand, your consumer and how they usually shop.
5. Take a chance
Brand managers (with their blinkers on) may said ‘That won’t work for my brand!’ or ‘Our customers would hate that!’ – this is a big mistake. Consumer activity is completely different from 10 years ago. If your brand became successful then, it may be completely irrelevant in today’s marketplace.
Consider all options and take a chance. You don’t know what you’ll achieve until you do it.