When a company notices that their brand is no longer making as much money as before, they normally become resistant towards making some changes. But when they do, the first thing they look into is the possibility of changing the advertising agency they used to work with, or giving their logo a face lift. Or they could throw more money on a new advertising campaign that, sadly, may or may not work.
Changing brand perception is not an easy process. It is not cheap, either. The company has to have more than enough dedication, determination and commitment to make it happen, not to mention a lot of other resources like time and money. However, the rewards are always worthwhile once the company is able to push through. Here are some steps to change your brand perception:
Perform An Internal Check
This entails looking within the organization. Is there something you can change that will enable the business to deliver the promise of their brand to their customers? Is the customer service and support no longer performing well? Did the management suddenly change objectives and it is no longer aligned with that of the brand?
There have been times in the past when brand suffered due to poor management, and the restructuring or change of leadership in the companies have proven to be enough of a nudge to make the public or the customers change their attitude towards the company and the brand.
Understand Your Customers.
Gathering feedback is only the first step – now it is vital to understand why they have these thoughts. Does your marketing only hit a certain demographic, leaving vast swaths of your customer base in the dark? Are there geographic or cultural differences? It is vital that you create opportunities for conversation and act upon that feedback.
Make Your Brand Social
TV and print advertising are still reliable tools, but they are no longer only – or the best – options available. These days, all businesses are now cognizant of the power of social media and the wonders that social forms of brand publicity can do for them. Advertising or establishing online presence in social sites is definitely highly recommended, even to startups. Users of these sites are seven times more likely to spend or purchase a product or service if they see the brand on these social sites.
Studies show that social media is responsible for the largest shift in brand perception. Take advantage of this trend and make sure your brand is visible in social media sites, such as Facebook, Twitter, Pinterest, and Instagram, to name a few.
Get Your People On Board
It is one thing to understand what your customers think, but it is another matter entirely to explain to your team why they might need to do things a little differently. Many of them will be one or two steps removed from the customers, and it is vital to explain why changes are required. Your brand perception starts with your people, and once you have decided what it is you need to change (an important step in itself!), the changes will only take place if they adopt them as their own.
Be Flexible And Always Stay On Your Toes
Always keep in mind that branding is a continuous, ongoing, process, and brand perceptions can evolve over time. Just because you were able to create an excellent brand perception among your customers does not mean you should be complacent. Continuous monitoring is still required so you will remain in touch with your customers and how they perceive your brand.