Why Your Brand Is Going Through An Identity Crisis
Identity means a lot to your business. Did you know that without one, you will be less effective at appealing to consumers? Yes, Envision Creative says that 67% of customers say that sharing values with a company is the main reason they maintain brand relationships. So, if you lose your way, there’s a chance you’ll lose a lot of valuable shoppers, too.
When you go through an identity crisis, the main thing is to figure out why. Then, you can take the necessary steps to tweak your strategy and give consumers what they want. Still, understanding the root causes isn’t going to transform your fortunes. You need to have the solution to the problems as well, and they are hard to come by.
If you’re reading this and you’re struggling with your brand, it’s tempting to start stressing out. After all, there’s a lot that can go wrong and not enough quick fixes. However, panicking will only make things worse. To avoid a crisis, it’s essential to ask a handful of basic-yet-powerful questions since the answers will reveal a lot about your position.
Below, you’ll find the main questions that every company should utilize to get their brands back on track. Good luck!
Have You Lost Sight Of Your Vision?
A vision is mapped out at the beginning of the process. Aside from the concept of the company, you also have short, medium, and long-term targets that you want to hit. Achieving them highlights how you’re on track, and how your business plan is working. But, it’s easy to lose sight of your vision.
Remember that brands are like people – they change. One minute you want one thing, and the next you want another. It’s natural, yet it might not be healthy because they are foundations of success that should never alter. It’s okay to adopt new tactics and techniques, but they shouldn’t be at the expense of the things that increase the likelihood of success, according to Small Business Trends.
A good way to analyze whether you have strayed too far from the beaten path is to recall the values and beliefs that you hold dear. Are they the same today as they were a year ago? If the answer is yes, the odds are high that you are striking the perfect balance between being innovative and sticking to the principles that raise awareness of the brand.
After all, your vision might change, but the customers who helped you from the start might still have the same opinions.
Do You Hop On The Bandwagon?
Ah, the bandwagon. It’s like public transport – you wait for ages for one bus to come, and three turn up at once. It’s almost as if you have to jump on when it arrives with the latest trend, which is what a lot of entrepreneurs do, particularly if they hear or see the phrase “latest technology”.
Like evolving your vision, hopping on the bandwagon can be helpful. For instance, if your rivals embrace cloud computing or POS software, you won’t lose out by following the trend. Entrepreneur even has posts on how to stop people doing it, so it must be effective. What’s good for the goose is good for the gander when your market share is at stake. Still, developing an addiction to trends will only confuse your customers.
When they look at the brand, they won’t know what it stands for as it could stand for a range of things. Not only is this confusing, but it’s hypocritical. You can’t be an eco-friendly brand that stocks the latest releases from Nike and Adidas, not when these companies are renowned for high carbon footprints.
The key is to pick and choose the trends based on your vision. The ones that match are ideal, but you should avoid the ones that are style over substance.
Are You A Lone Wolf?
Going it alone has its benefits. For starters, you can’t blame anybody else if you fail. You also won’t rely on people as you’ll have complete control. Plus, there is a financial aspect because DIY is cheaper than hiring outsourcers and third parties. From this perspective, you can understand why business owners shun help.
However, it’s the wrong move as specialists can leverage their resources to ensure your brand is consistent. Industry research is a prime example since most bosses don’t understand its value. With the right data and people who can read the information, you can gain insights into your consumer base.
Swype Creative goes further by combining this element of brand identity with your company’s tone of voice. There is also a future resilience option to protect your brand in the long-term. With these properties, you will find it tough to deviate from your plan.
Of course, you can’t do it yourself. To reap the rewards of these features, you must invest in expert services that have decades of experience and know the industry like the back of their hands.
Do You Jump At The Wrong Opportunities?
Every small business owner has been there. When an opportunity appears, you feel as if you must grab it with both hands. And, you should, as long as it’s the correct thing to do. Otherwise, it could cause more harm than good.
A partnership is an excellent example. Imagine that a company comes to you to ask for permission to use your logo. You say yes because you assume the exposure will be healthy for the brand, yet there are no guarantees. What if the business isn’t reputable? What if the strategy isn’t in line with your vision? What if the brands are completely unrelated?
In these instances, accepting the offer won’t help your organization. Although it’s not nice, it’s better to say no and wait for the right partner to come along. Attaching yourself to the wrong things is similar to hopping on a bandwagon, but in this case, it’s about understanding your value. Don’t lower your standards because you lack confidence.
The reason for your brand’s identity crisis could be any of the factors above. So, what will you do to transform your fortunes?