Magazine article Marketing

How To. Deal with a Brand Identity Crisis

Magazine article Marketing

How To. Deal with a Brand Identity Crisis

Article excerpt

The most successful brands have strong and distinctive identities that can be described in one or two words, and they are rarely fazed by the competition. But if that's not the case with your brand, you might well be facing a 'brand identity crisis'. So how can you recognise and deal with this before it's too late? It's time to give your brand a little therapy.

The warning signs. People are confused about what your brand stands for and who you are. You can't see how your brand is different from the competition - or, worse still, you feel your only option is to copy it When a brand isn't sure for whom or what it stands, it's likely its customers won't either.

Be consistent. Avoiding a brand identity crisis is all about being consistent across every touchpoint, so consumers know what to expect and where. Ensure your brand has one 'personality' across all the channels used. Ask yourself: what one word describes your brand, and how do your customers describe it? …

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