There’s no magic moment to assess if your brand message is still hitting the mark. But hey, the start of a new year is always a good time for introspection. So pour yourself a bit of bubbly and answer these questions to see if your brand could use an adjustment.
Has your product or service offering changed recently?
If the answer is yes (and for most companies and organizations the answer should be yes), is this reflected on your website and in your social media and marketing materials? Does your SEO accurately represent your new services? Does your sales team on board have the right tools to market to existing customers and new prospects?
Are you communicating and engaging with the same audiences? Hmmm…should you be?
People change right along with the products they buy. Have you updated your messaging to reflect what they may want or need right now? Avoid being overtaken by the next big thing by making sure you are speaking to your core customers. Maybe there’s a whole new target audience you’ve overlooked. Take a hard look at your market landscape and consider new opportunities for audience growth.
Take a hard look at your website. What needs to be fixed?
Your website is central to your marketing success. Is the messaging still working? Can customers get to what they want quickly, or is user experience turning people away? All these factors enhance or detract from your brand message/experience. If you are unsure – here is a link to our free website analysis checklist.
Is your marketing tone consistent? Does it match your company’s brand “voice”?
It happens. Too little time and rapid growth – or just lack of attention – can take a toll on presenting a strong, consistent image across all channels. This includes your website, any product sales materials, your company’s trade show booth. It is just what happens when you get busy. But this incoherency will dilute your brand and fast. Now is the time to audit all of your marketing tools to make sure they align with your desired positioning, voice, and messaging.
Are you using your marketing assets to their full effect?
What is working to tell your brand story? Are you maximizing the impact of your marketing assets like customer testimonials, white papers, and case studies? Is your social media program strategically reinforcing your message, or is it just a smattering of unrelated posts? Using your assets in a strategic and cohesive way across all channels, aka content marketing and marketing automation, is proven to generate traffic and leads.
How are you stacking up with your main competitors?
Take a good look at your top three competitors. Are you clearly differentiated from them? Does this brand differentiator still ring true? Is it still working? Why would you be the preferred choice? Perhaps you can take a page from their playbook to adjust your positioning and plans for future market outreach.
These are just a few ways to do a quick assessment to see if your brand message is on target. You can always add more touchpoints. So… resolve to make brand check-ins an ongoing, and regular practice to stay in step with a constantly changing marketing environment.
Post by Dianne Newton-Shaw, account supervisor at Placemaking Group
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