Many organizations ignore the flaws of their strategy until it’s too late. Don’t make the same mistake.
A brand strategy is like a ship: It might sail with a few holes in the hull, but it’s just a matter of time before the whole thing starts to sink.
A winning strategy requires a clear, consistent core message bolstered by great customer service and attention-grabbing content. Like every other part of your business, your brand strategy needs regular attention to be effective.
Here are some gaps to watch out for, and how you can fix them.
1. Prioritize the people already on board.
Many businesses choose to overhaul their brand by focusing on attracting new customers. However, it’s important to ensure your brand appeals to current customers as well, who represent the majority of your sales.
Drew Neisser, CEO of New York City-based strategy agency Renegade, cautions that many brands hurt themselves by overemphasizing the need for new customers. Neisser suggests that, rather than focusing on new growth above all else, businesses should create a sensible brand strategy that focuses on the company’s long-term growth by catering to its existing customer base.