Managing your brand
I’m often asked ‘What’s your advice for managing your brand through change and evolution?’
Well, there’s a long answer 😊 involving research, insights, perceptual maps, audits and reviews, strategy and plans and more – so you do a thorough job on managing your brand through change.
And there’s my short mantra 😊 consisting of 3 guidelines (because I can only remember 3 things at a time). This is my little mantra to guide your brand management:
⭐ Be human
⭐ Be distinctive
⭐ Be consistent
Let’s take a look at why I’ve chosen each of these 3 tips
1. Be human
This is all about being relatable. When you make your brand human you’re feeding affinity with clients and growing your ‘know, like and trust’ factors.
Consider how you express your brand personality which is a core part of managing your brand and keeping it approachable and personable. Just like a human your brand has a distinctive way of working, speaking and has a definite style. So, make sure your keep things intentional and strategic:
👉🏼 In the actions your brand takes based on your brand vision, values and purpose
👉🏼 Make sure your brand speaks in its own brand voice and clear tone
👉🏼 Maintain your particular brand style and use of imagery
2. Be distinctive
Avoid following the herd because that is the pathway to merging into the crowd. If your brand loses its distinctiveness you will make it twice as hard to attract your ideal clients. Remember that your prospects are looking for a guide to help them – a brand that they feel a connection to – and it’s your role to create those vital connections.
👉🏼 So, stand out in a meaningful way for the people you help
👉🏼 Do things in your own brand way and avoid being seduced by what competitors are doing
👉🏼 Remember that your messaging is always about your clients and the results they can achieve, with the help of your brand
3. Be consistent
As things change, you may feel under pressure to do things differently or make changes for the sake of it. However managing your brand well means that you must take a long term view along with being pragmatic.
This is a time when many people lose sight of what they’ve built for their brand, from the colours and symbols that express the brand personality to the internal drivers of beliefs and behaviour. So yes, times of change can be tough and there are many distractions that you could regret later.
👉🏼 So, use your brand ‘marks’ from colours to logo to patterns and symbols repeatedly. This repeated usage will help your brand get recognised and remembered. (A tip – when you’re feeling bored with them is precisely when your target starts to notice your brand – so stick with it)
👉🏼 Stay true to your values and beliefs so people know precisely what your brand stands for
👉🏼 Allow your brand to evolve so it consistently stays in tune with clients as their needs change
There you have it – my top 3 tips to remember – as you manage your brand through changing times. May htey serve you well.
Thank you for reading
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