Most of the work we do here at Human revolves around helping clients refocus and revitalize their brand marketing messaging so it does a better job of setting them apart from their competition.
Even the most established and successful companies need a little course correction every once in a while. Sometimes it’s because they’ve got a new opportunity and need to get their shit together. Other times it’s because things have gotten noticeably stale, or they’ve outgrown their current branding due to an acquisition or a shift in their core offering.
Regardless of why, the effects of being off-message can be pretty wasteful.
It makes advertising more expensive and less effective
If you’re not getting noticed, or get noticed for the wrong reasons, you’re wasting money
It makes sales conversations awkward
If you have to spend half your time with a new contact correcting their misperceptions, you’re wasting time and resources
It makes recruitment difficult
The people you really want to hire have a very clear idea of their value and want to be associated with a company that does as well
It makes life easier for your competitors
You make success for your competitors much easier when you fail to show up for the fight
If you want to avoid these pitfalls, take a good long look at the state of your current marketing and ask yourself these 4 questions.
Is it honest?
A disconnect between what you promise and what you actually deliver will kill your business quicker than anything
Is it relevant?
Does what you’re focusing on matter more to your customers, or you?
Is it interesting?
Being boring makes everything more difficult and less effective
Is it consistent?
Successful brands have the discipline required to keep everything aligned and familiar
If two or more of these ring your bell, it’s likely time for a brand refresh. We’ve been helping businesses of all sizes and shapes get their brands back on track with proven solutions that are tailored to fit.