Solving the Brand Challenge.
Before I share some insights about solving the branding problem, I’m sharing this new, free toolkit. It’s a fully new toolkit to help you know how and why to ecolve your brand. And, because you’re already on my mailing list of nearly 10,000 intelligent and remarkable souls, I’m sharing it directly here.
In this guide you’ll learn:
- Why an “evolved brand” is markedly different than a traditional rebrand.
- What an evolved brand can do for you and how brand evolution works.
- How to leverage the tools so you can evaluate your own brand and assess its readiness to evolve.
- How to gain the knowledge and confidence to lead your organization through a successful and invigorating brand evolution process.
Here’s what happens when you haven’t solved the brand challenge for your business:you chase customers, you compromise your values, you sell your products or services for less than premium or profitable rates just to stay afloat, and you work hard on innovating what you deliver only to see it fall short in the market. Most challenging of all, though, is that you work very hard to keep the organization humming only to have a confused audience and a disengaged staff who don’t seem to be on the same page as you.
The brand evolution forced us to take a stand for what we believe. As a result, we had more clarity on the business we’re in, why and how we do what we do, the impact of our work and the benefits to our employees and customers.
It seemed easier to evolve my brand as a company who’s been around for some years. When we launched our business, we were in start-up mode, trying to attract enough business to stay in business. The maturity we now have provided traction, and with this traction, we can more easily evolve and accelerate.
The brand evolution brought our leadership team together. Because we all more deeply understood what we collectively believe and how to apply these beliefs, the leaders were in lock-step with our purpose and promise, making their jobs easier and more aligned with their personal values. This echoed out to the entire team and was especially useful in our sales team’s results.
The brand evolution unearthed research to understand better how our services (or products) impact the lives of our customers. The process clearly went well beyond a previous “rebrand” and prior strategic planning exercises. This fused together our business strategy, marketing strategy, and our culture, with how we express and communicate with our customers.
The brand evolution created deeper employee engagement and increased our retention. While we expected to see an improvement in our ability to attract new customers (which is always the case), we did not anticipate the benefits found concerning recruiting new employees and deepening our team’s engagement in their work.
The media and public gained more clarity on what we do because of the brand evolution. We have lots of eyes on us in the public sector, and the outcome was nothing but positive. The public took notice of what we did but didn’t focus on the brand evolution, but rather the story we told and what we stood for. They gained a clearer understanding of our complex organization and the benefits it serves our stakeholders and the public.