Top Signs Your Brand Strategy Is Losing Focus

As a company’s marketing strategies adapt to changes in the marketplace, there’s always the possibility that its established brand will suffer. By its very nature, a brand must balance legacy — what it stands for today and what it’s stood for in the past — with vitality — how it can be revived and refreshed as new conditions demand.

Under such circumstances, it’s not hard to lose focus on a brand’s core identity.

How can you tell when this is happening and what can be done to remedy the situation? Here are warning signs:

1. Management and employees forget why a particular brand and message are important. With a well-established brand, it’s not uncommon for both management and employees to forget why branding is so crucial to success. An effort should be made to remind — and, when necessary, re-educate — people about the key objectives associated with branding, such as:

Communicating your company’s values and vision, a useful tool for attracting new customers and talented new hires
Providing employees with a forceful vision to motivate them in their work
Enabling industry influencers to promote your message with their followers
Commanding greater fees for product and services

When your brand message becomes unclear, potential customers have a difficult time grasping your unique value proposition, and why they should buy from you. It also means “influencers to prospects,” notes branding specialist Teresa Slider. “And if your brand seems outdated or unclear to those outside your firm, it will also be perceived that way by your own staff and potential job candidates.”

2. Attempts to boost sales by diversifying results in muddled brand messaging. It’s understandable, particularly in times of slow growth, to add to your company’s product line and jump-start fresh sales. The danger here lies in offering upgrades or innovations bearing little connection to what your established brand stands for.

The result, in many cases, is a confused customer base and a dilution of the brand’s key message points. “The race to become a generalist, in the hope that it will , never ends well,” writes branding strategist Mark Di Somma. The solution? He urges businesses to think “in terms of market adjacency, rather than market diversity.”

3. You’ve flooded the market with inconsistent messaging. Because there are so many venues and platforms to address with their brand, companies sometimes attempt to refine or alter the core message, in the belief that tinkering with it may appeal to divergent audiences. In fact, a lack of consistent messaging only serves to weaken the brand’s overall appeal.

For example, Nike’s  — “one of the simplest, most recognizable slogans of all time,” writes Mindi Chahal at Marketing Week — has been in popular currency for almost 20 years. By contrast, Reebok’s slogan has changed at least 14 times since 1987.

Avoid the error of embarking on numerous campaigns that slightly — or, in some cases, dramatically — modify the core brand message. This demonstrates a failure of strategy and an overreliance on tactics, a shortsighted approach that leaves the target audience confused about what your brand ultimately stands for.

4. The visual brand appears outdated and “off message.” Another warning sign that your brand strategy is losing focus can be seen on the company website. If too much time has passed since the look and feel of the site has been changed — and the passing of more than eight months to a year may be too long — the message prospects get when they click on the site is that your brand may not really address the problem they’re trying to solve.

As Slider reminds us, “A competitor with a fresher, more on-point message is just a click or two away.” The good news is that even “small tweaks like updated images, font and new colors can make a big difference.”

Beware of so-called growth strategies that call for a series of discounts or special offers, thus undercutting the “premium nature” of your brand. Also, resist the impulse to modify your brand in order to deal with competitors’ knock-off products; if anything, the appearance of copycat merchandise requires that you focus even more strenuously on communicating your core value to customers.

Related Book:

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
$0.00
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with My Homework Geeks
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
Testimonials
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
11,595
Customer reviews in total
96%
Current satisfaction rate
3 pages
Average paper length
37%
Customers referred by a friend
OUR GIFT TO YOU
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat
AllEscort
Live ChatWhatsApp
AllEscort