Brand Alignment: Conducting Brand Reviews to Ensure Brand Health
It is a commonplace for a brand to overlook the importance of alignment. Companies view a brand as something that is completed once and requires little or no maintenance. This tendency to overlook brand alignment is why we developed the New Year (Re)New Brand webinar. The webinar serves as a reminder of the importance of conducting a yearly review of your brand.
Completing a yearly brand review ensures that any adjustments and realignment necessary for your brand occurs. The practice of completing a regular brand review also creates awareness of shifts in the marketplace, your business, or your employees. It also allows your businesses to adjust to small changes before any significant issues arise. When a brand is no longer appropriately aligned, the impact can be dramatic.
The Impact of A Poorly Aligned Brand
What happens when your brand is no longer aligned with your story and values? One of the significant impacts of a brand being out of alignment is the loss of trust from your customers. This loss of confidence is most visible when customers no longer believe the claims that a brand is making. Additionally, customers don't think the company is making good on its claims. Another significant impact of poor brand alignment is the perception that the brand is out of touch with the current marketplace or possibly even reality. These are generally symptoms of brands that are dramatically misaligned. The practice of conducting a yearly brand review will prevent poor brand alignment from ever occurring.
Yearly Brand Alignment Review
Conducting an annual brand review is an essential part of maintaining a healthy brand. This will ensure that youer brand remains appropriately aligned with your unique brand story and values. At JRH Graphics, we recommend utilizing the 9 Components of Brand Workbook as the starting point for your annual Brand Review. During this review, you should look at the changes you have made in the past year. Additionally, account for shifts in the market and eliminate any invalid differentiators.
A thorough brand review helps you feel confident that you are entering the new year on the right foot. Go into 2020 as a brand and business that is fully aligned and ready to make a difference.
