Is Your Brand Getting The Point Across? (How to Perform a Brand Breakdown)

Is Your Brand Getting The Point Across? (How to Perform a Brand Breakdown)
Branding looks different for everyone. Whether in the same field or completely different parks, your company’s mission is never the same as the next. That’s really the beauty and downfall of branding: it can be whatever you want it to be. Whatever. This can also play a factor in why a brand does or does not succeed. Sometimes a brand is brought forth in creativity, consistency, and cohesiveness… and sometimes it is brought forth in absence of creativity, consistency and cohesiveness.

Because of this, the question may arise, and often does, as to why some have a hard time getting their brand across to customers – and the public in general. The answer could be many things – from competition, to marketing strategy, to budget. However, the answer could also be much less complex than you might think. The answer to your branding woes may just be one breakdown away. @rrcreates

“Why is my brand so hard for people to get?”

“Why can’t I or my employees speak clearly about my company?”

“Why is everything that is created for my business so hap-hazard, not consistent?”

If you find yourself asking a variation of the above questions, you may need to break your brand down. A Brand Breakdown is just that: getting to the finest detail, asking honest questions and putting a microscope on your brand in order to get to the bottom of what makes it tick and why. Performing a Brand Breakdown is not necessarily fun, but it can be extremely rewarding. If you’d like to examine where your brand currently resides on the scale of effectivity, look no further, your Brand Breakdown awaits…

Try to honestly answer and address these questions and statements. If you do make time to address this, results will follow – and if you do it now, they’ll come sooner rather than later.


DO THIS: Mission Statement
What is your Mission Statement, Company Creed, or whatever you’ve decided to call it (besides tagline, this is deeper than that)?

TO ACCOMPLISH THAT:
+ Convey why your company exists, thus converting customers and employees into believing what you have to offer is both reasonably needed and wanted – all in a very specific, yet relatively short statement.

If you can’t clearly state it on paper, or say it in 60 seconds or less, you’re either confusing, boring, or otherwise losing the attention of your audience and potential customers. One way to know whether your brand is getting the point you want across, is to…


DO THIS: Survey Non-Customers
Survey non-customers, people you don’t know, about their thoughts on your brand. The grocery store or your favorite coffee shop will work great. The people you ask may not have a clue when it comes to branding terminology or technicality (they may not even be your target audience), but they are the general public that will be viewing your brand, so it needs to be clear to all, target audience or not.

TIP: Keep to those questions that ask for a specific answer, for example, the less specific “Do you like my brand?” vs. the more specific “What do think my brand lacks?”

TO ACCOMPLISH THAT:
+ Insight into those that are not your target market, and even those that are, helping you cater more to your ideal customer

+ Valuable, honest feedback from real people, in real time, that have no emotional ties to you or your brand


DO THIS: Survey Customers and Employees
Survey your own customers and employees about their thoughts on your brand… Yikes! This one could be a bit more difficult to swallow, but it could do so much to push your brand further. Current customers and employees bring a perspective from your side of the fence. They see more of what you see and know more of what you know, so their answers will hopefully be more intuitive. However, they may or may not be completely honest, and it may be hard to hear what they have to say. Just keep telling yourself, “It will be beneficial!” For additional help with this, check out this blog post on the 5 Best Ways to Get Feedback from Your Customers.

TO ACCOMPLISH THAT:
+ Knowledge of what your customers and employees actually think of your brand – good and bad

+ Ability to learn what you’re doing right and wrong with your brand, and to put a plan in place to get the desired outcome

+ Break the ice, so you can continue to survey on a regular basis (this goes for non-customers as well)


DO THIS: Survey Yourself
As you may have realized, what you know about your brand isn’t always what you convey, or how others view it. Ask yourself two questions, in this order:

Q #A. “What do I think of my brand?”
Q #B. “What do I want others to think of my brand?”

Feel free to add more questions as you see fit, but these are the main two that need answers. I recommend full sentences, as well as to write down one word per line. Be descriptive in the way of qualities, attributes and characteristics.

TO ACCOMPLISH THAT:
+ Written proof of what you want for your brand
+ Actionable content for future goals


DO THIS: Why?
Why does your brand exist (or want to exist), and what role do your customers play in that?

TO ACCOMPLISH THAT:
+ Reminder of why your brand exists and what you’re working towards
+ Actionable content for future goals
+ Possible revision/addition to your Mission Statement


Brand Breakdown: Getting to the finest detail, asking honest questions and putting a microscope on your brand in order to get to the bottom of what makes it tick and why.
Radiant Rose Creates has been at it for a while now, and to tell you the truth, it’s really never-ending. Between new things happening, additions to the company, heading different directions than we thought a year before, and honing our craft… a brand is never really complete. It’s always evolving, always adapting. Radiant Rose and Radiant Rumble will always hold true to the essence of providing valuable products and radiant content, but it’s nice to shift a bit with new ideas and further education.

If you need any help or guidance, you can always shoot us an email. Branding is hard, which is why companies like ours exist – to help you out! Thank you for following along and sharing with your friends. Give us a piece of your mind, if you’d like, cause we sure would!

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Is Your Brand Getting The Point Across? (How to Perform a Brand Breakdown)

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