Is your brand suffering from neglect? Or do you think it’s just not working for your business anymore? When a brand stops being a welcome sight for customers when see it, you know you are in trouble. However, the fact is many businesses don’t realise their brand has lost it’s appeal until it’s too late. Here are some classic symptoms of brands losing their shine.
The lure of the new
Your brand may have stood for something reliable and trustworthy in the past, but people have found a shiny new brand, and your business simply doesn’t cut it any more.
Because nothing stands still in business, when a new business starts muscling in on your territory you have to react intelligently before you start losing customers. The lure of something fresh is strong, and people will give it a go at least once to see if it’s for them. If they like it, they may never come back.
Keep on your toes and keep ahead of what customers want from your products and your brand.
Customer experience sucks
It’s easy to get complacent with your customers. They come back time and again, and then one day they don’t. You may never know why, but poor customer service is one of the highest ranking reasons for customers going elsewhere.
Test your customer service regularly to ensure you teams are doing their best at all times – not just for the big ticket clients, but the regular low spenders as well.
Your PR machine is boring
You may be spending a huge chunk of your budget on marketing, but is it in the right place? And does it really engage your customers’ interest. If your brand isn’t been seen, or heard, in the right places, customers may begin questioning the relevance of the products and services your brand represents, or even forget you entirely.
It’s not just getting good press, it’s about creating a buzz around your name. Get your thinking caps on and look at new marketing techniques to breathe life into your brand awareness strategy.
What’s with the logo?
It can cost a lot to update a logo, only to find customer’s preferred the old logo. Spend time and efforts getting it right in the first place to make it stick firmly in the customer’s mind.
If you have to rebrand, really consider every angle. Some customers won’t notice at all, others may be offended or turned off by it. Be careful with your logo, it’s going to be on everything you make or attached to everything you do.
Where are your cheerleaders?
Brand loyalty is something to be fostered. If you meet a really enthusiastic customer at a trade show, don’t look over their shoulder to focus on getting new customers, give them your time, be appreciative. You might even learn something about what’s so cool about your brand that makes them love it so much. And rather than ignore those nice words someone wrote on your Facebook page, thank them! These days people love connecting directly with their favourite brands, so it pays to be vigilant and not be…
Too quiet on social media
It is so easy to fall into the trap of setting up social media accounts, scheduling a few tweets, Facebook shares, or blogs. But if you don’t engage with the people you attract to your social media accounts, all that effort is wasted.
The whole point of social media is to interact with people: whether it’s to deal with a customer service problem, acknowledge someone’s made a really neat short animation using one of your products, or to shout out when someone wins a competition you’ve run, be social, not an automated robot.
Your brand is one of the most important elements of your business, so treat it well.