The health of your brand relates directly to the vitality (reputation) of your company and the strength (positioning) of its various parts. If it’s sick (living on commodity selling), what will it take to make it healthy (selling from a strong value proposition)?
First, you must evaluate the brand to determine its current state. What are its vital signs (differentiators, key messages, perceptions and positioning) telling us? How is it performing overall? Can it run a marathon or barely make it around the block? We do research to provide insights.
Next, you need to diagnose the problems the brand has developed over time. How and why is it doing well in some areas (product innovation), while presenting anemic symptoms in other areas (sales)?
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Prescribing the right medicine is not a complex issue when you work with an experienced and skilled caregiver (brand strategist) who has cured dozens of similar illnesses. The answer is patience, understanding, objectivity and proactive treatment. A talented advertising agency can produce recommendations based on our insights.
Nursing a brand back to good health is a process. It takes empathy and a concerted effort to heal the wounds of time. Your advertising agency or marketing firm can help you set clear goals and help you reach them.
Finally, to keep the brand feeling fit, it must take part in a permanent wellness program. Regular attention and check ups are required to measure how it’s performing. That way, if it shows symptoms of weakness, it can be put back on the track to good health. To do this, develop a step-by-step road map to rolling out your enhanced brand and the materials that support it.
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