Do not hurt your brand because you’re Brand Is Alive. Your brand is a living, breathing thing. You must feed it and nurture it to make sure it stays healthy. Even healthy brands, like other living things, can become very unhealthy when treated poorly or neglected. Unfortunately, many of us do great harm to our brands despite our good intentions. Regardless of size or age or industry, they all needed proper nurturing to become healthy and grow. Just like human beings. Even if you make all the right moves with your brand, unforeseen events may still occur that are beyond your control. Since it does us no good to dwell on those things we can't control, we'll focus on the things we can control. Brand Management, or mismanagement, is something we can control and is the point of this discussion. Most of the harm we do to our brands is the direct result of the decisions we make and the actions we take. While the abuse we sometimes cause may be unintended, it is generally not accidental.
Quite simply, this is when we, as marketers, attempt to make our brand a reflection of our own desires. Here's a newsflash for you. The single most important role for any manager of brands is to serve as the voice of the consumer within your company. This means you set your personal wants and needs aside and focus on satisfying those of the consumer.
Our brand is a great brand. If we water down any brand attributes that strongly define it as belonging to a particular segment it can appeal to everyone, right? Wrong. Your brand is what it is and the attributes that clearly differentiate your brand from the competition are strengths. It is rare that a strong brand can have universal appeal.
Handyman Special may be the worst of the bunch. This is the death of your brand through excessive tinkering. I'm guessing most of you have seen this. You have a healthy brand experiencing steady organic growth and you have some turnover on your brand team. Then a new guy comes in and he's god's gift to marketing and decides it's time to change your brand strategy.
A brand strategy is a long-term plan. While it is healthy to periodically evaluate your plan and refresh your tactics, you don't change your strategy if your brand is healthy. I don't care if you change out your brand managers every six months. You don't change your strategy to match. You are much better off to maintain consistent implementation of a good strategy that to keep changing in pursuit of a great strategy.
Marketing is a vast field and brand identity is just one aspect of it. However, in this aspect businesses need to pay a lot of attention to minor details to make sure that it is sticky enough to develop certain likeliness among their targeted markets. The purpose is to stand out of the crowd and be recognized as a unique brand among their competitors. A professional logo design is the basic pillar of the brand development strategy. A logo design plays the role of an identifier, a mark, a symbol of that business and its brand.
One should have a careful move, while planning with brand and it future, since once you take a decision that hurts a brands identity to recover the same can take either year or will fall completely.