Why knowing what’s said about your brand behind your back is so critical to your success. Part I
Your brand is what they say it is.
Companies have a variety of reasons to consider rebranding. Often it’s triggered by an acquisition or a change in leadership but other times it’s simply realizing that your brand has been put on autopilot for far too long. While the reason why leaders choose to invest in a rebrand is a critical component, it’s also necessary to be honest and open to what the rebranding process really entails.
The reality is, leaders, marketing teams and even frontline employees are so deep inside the bottle, it’s virtually impossible to read the label. This is a direct reflection of the quote above– when you’re so close to something and believe in it so strongly, it’s nearly impossible to decipher reality from your own perception. This is the exact reason branding experts exist. It’s our job to help you see the truths (good and bad) about your brand.
Knowing what people say about your brand when you’re not in the room is the only way to identify the most powerful opportunities that can align with your business objectives and position you for the best possible outcome.
While a brand audit includes several elements, it’s important to take a close look at how and what data is gathered from actual people – including those who know you well and those who may not be aware of your brand at all.
“You don’t see the world as it is. You see the world as you are.”
Anaïs Nin, Writer
Why it’s important to engage an expert.
It’s not uncommon for clients to admit they were hesitant to hire an outside partner to conduct their brand audit. The reason is typically something around the fact that a third party doesn’t understand your business as well as your internal teams do – so why not have an internal team conduct the audit?
The reality is, not only are internal teams too close to the brand to be unbiased; they also aren’t likely going to get the most honest answers from the people they interview or survey. Branding specialists may not understand the inner workings of your business but that’s a good thing. We understand branding and its role in your businesses, which helps us to ask the right questions to the right people. This role also allows us to actively listen, reading both body language and verbal cues in interviews, which typically lead to deeper conversations about why people answer the way they do.
The information gathering element of your brand audit should include an assessment of your current brand and opportunities in the marketplace:
Identity
Perception
Strategy
Differentiation
Positioning
Level of awareness
Existing equity
Performance
Architecture (if applicable)
Nearly, if not all, of these should be part of the surveys, interviews and other information gathering you do as they can inform how to shift your strategy or make other adjustments in order to achieve long-term success. And the easiest way to uncover the best information is by partnering with someone who knows what to look for.
At pivotal moments, rebranding is the most effective way for leaders to signal significant change. Are you at a pivotal moment? Drop us a line, and we'll be in touch.