Working on a particular brand or brands day after day, we become attached to them in ways that others may not be. It’s a natural human response when we’re invested in the work we do.
However, for the sake of the brands that we build and hope to continue to build, it’s important that we pause from time to time to objectively ask some big, tough questions.
1. Is my brand still relevant in the lives of customers?
Don’t fall into the same trap as a brand like Abercrombie & Fitch. They failed to adapt quickly to changing consumer attitudes and style preferences and have been struggling to regain the brand’s former relevance for years. A recently launched lackluster brand refresh has done little to differentiate them from competitors.
2. Is my brand authentic to the organization that it represents?
Glaring examples have recently surfaced of companies whose brand promises have been unauthenticated by the actions and priorities of the organization. Both United Airlines and Wells Fargo have recently been under fire for abusing customers and violating their trust, all the while promising, “Fly the friendly skies,” and “Building better every day.”
3. Are my brand and customer experience working cohesively together to effectively deliver on the brand promise?Companies only deliver on their brand promise half of the time, according to a 2015 Gallup survey! A prime example: Time Warner Cable, a much-maligned brand that was consistently rated among the worst in terms of customer experience. I think it’s safe to say that, for most people, "Enjoy Better" did not mean waiting around for a 4-hour window of time, only to have the technician arrive an hour after the scheduled appointment window. They have a second chance as "Spectrum" (Charter Communications recently acquired and renamed TWC), promising “The Best TV, Internet & Voice Service” with “high value pricing and packaging” and “higher customer satisfaction.”
4. Will my brand still be relevant tomorrow?
Luxury brand Coach has grappled with this issue. After a period of fast growth and expansion, the brand became so ubiquitous that it lost its luster for entry-level luxury shoppers. In a bid to increase its relevancy among the next generation of luxury shoppers, Coach recently announced that it would acquire the Kate Spade brand.
If you answered no to any of the questions above, it may be time to consider updating your brand strategy. Download our free guide below to dig deeper: