Find yourself on strange new shores? Changing customers, a changing business? A brand transformation might hold the key to moving in a new direction.
Change is not easy, but remaining stagnant will never lead to the hidden treasure of success. Because technology and innovation are moving at warp speed, brand transformation is essential to keeping up with the changing world. This includes staying on top of current trends, being proactive in your marketing strategies and involving customers in your organizational decision making. Strong leadership, collaborative teamwork and openness to change will not only keep your business afloat, it will lead you to opportunities you’ve never even dreamed of.
To prepare you for a branding overhaul, here are some noteworthy action steps that will help bring a successful brand transformation about:
1. Take Inventory
Meaningful change cannot occur until you carefully examine what is and isn’t working. Talking with employees, collecting feedback and reaching out to your customers is a great way to start the process.
Do staff have a consistent idea of what the brand is and are they passionate about what they do? Take a look at customer reviews and look for trends. Does your branding truly represent your organization’s mission and values? Are the online tools you have in place (website, social media channels, email marketing etc.) effectively serving your needs, or do you need to research additional resources?
Depending on your answers, it may be time to make some changes and adapt!
2. Review Your Internal Programs and Business Processes
Nurturing your current buyers is extremely important. If your customers are happy, they are more likely to be positive ambassadors for your brand. Are you effectively marketing new services and product offerings to them, rather than constantly seeking out new buyers?
Building and refining employee training programs and business processes will help ensure your customers get the consistently positive brand experience you want them to have. In addition, train your employees to resolve negative customer experiences in a timely manner to maintain client satisfaction and nurture repeat business.
3. Define Your Intention
In a brand transformation, it is important to have clear organizational goals and direction. We refer to this as defining your intention. When the intention is clear it becomes easy to identify strengths and weaknesses. Then you can adapt, change, and set yourself apart from competitors.
For example, if one of your goals is to provide sustainable products, your messaging should communicate initiatives that reduce environmental impact. Everything you do from the hiring of employees, to product packaging, to office policies should illustrate eco-conscious decision-making. The client experience should instill trust and show that you are committed to sustainable business practices. Goals and values should be clearly communicated to staff and delivered consistently in every single customer interaction.
4. Work with Purpose
If you decide to move forward with a brand transformation, prepare to work with purpose. Don’t be distracted by quick, cheap or easy solutions. If it sounds too good to be true, it probably is.
A brand transformation takes effort. Professional, expert guidance will keep you on track and support your efforts to work with a clearly defined purpose. Focus on each step and build towards an end goal. Even the biggest brands have to re-evaluate how well their brand is connecting with their customers.
5. Restructure and Re-evaluate.
Look at your customer interactions. Examine each point of contact and figure out how to improve efficiency.
Consider the following questions:
- Is your website easy to use?
- Do your visuals and messaging effectively communicate key information about your brand?
- When a customer calls, how easily do they get answers, and how quickly?
It is also valuable to take a look at who your current customers are and if they are good for your brand. Carefully weigh the cost of doing business with difficult, time-consuming clients. Remember, letting go of such clients frees up space for new ones.
6. Engage Your Employees.
Change begins from the inside out. Get your employees on board with your brand transformation. Let them know how much you value their input. Explain what you hope to achieve in the future and get them invested in the discovery process.
Truly listen, engage in dialogue, and get them inspired about your new direction. When your team is onboard with a change in course, the result is a new sense of enthusiasm. Positivity and confidence in leadership generates discussion and energy that customers will notice.
Take a look at the OG branding and strategy page for more info.
7. Embrace Change.
Adopt an attitude of change. Look for opportunities to shift the way you do business. Customer and employee feedback will help you identify areas for improvement. Consider additional services and products you are not currently leveraging. Tackle problem solving and find creative solutions that move your business forward.
Set up ongoing employee training programs to ensure that everyone on your team is on the same page with regards to brand values and experience. As your staff begin to embrace the brand transformation, you can expect to see a shift in how your brand is perceived internally AND externally.
8. Be Decisive.
If you are confused about your brand, everyone else will be too. Consider what you stand for and if you are doing a good job of communicating it. Confidence in your brand foundation and strategy is paramount to proactive problem solving and smart decision making! You can’t reach your destination without a clear and reliable map.
9. Seek Balance and Focus.
Moving forward means learning from both successes and failures. Spend time regularly reviewing performance. Refine your plans as your business evolves, but keep your brand values and experience consistent.
10. Maintain Brand Clarity
If you’re a new business owner, you may not be thinking about what makes your organization special in terms of setting yourself apart. If you’re an established business owner, you probably started out with excitement and energy but you are getting worn down by the daily demands of running your business.
Finding brand clarity and remaining clear on who you are will have a far-reaching ripple effect on your employees, customers and stakeholders.
Brand Transformation Brings Positive Change
As you assess your current brand’s state, think about everything that goes into making it genuine and connective. Take time to appreciate its past service to your business, praise your team, be thankful for challenges you’ve overcome so far, and map out the new direction you want to take. Remember, the possibilities are endless and opportunities abound.