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Is Your Brand Powerful Enough?

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Mar 12 Kernacles 0 Comments

Considering a refresh of your organization’s most valuable asset—your Brand?

The radio station. A diaper. Your hairstyle (and color!). The toilet paper roll. Some things are simple to change and it is most often easy to recognize when they need changing. Establishing when to change a brand, on the other hand, is a bit more challenging to discern. Although there are no precise formulas to follow, there are several key indicators that can help to guide a brand evaluation process.

Begin your assessment with an analysis of age. How long have you been using the same logo design? Is your brand message connecting with your current audience? Does your brand convey emotion, clearly portray the essence of the culture that makes you unique and provide a glimpse into the soul of your organization?


If it's been a long time since your brand has been updated, it may be reflecting antiquated messaging and projecting an image that is unaligned with your current strategy. Refreshing a brand involves a study of the visual, the voice and the value proposition it brings to its target audience. In a world where the consumer population is growing at a rapid rate—nearly 1.2% per year—it’s a good idea to continuously assess the appropriateness of your brand identity and its tie to your target audience.

Given that quality is a vital ingredient in managing and protecting brand equity and sustainability, inconsistent brand usage may be another “red flag” warranting a brand refresh study. In order to reinforce its place in the consumer market and develop a special relationship for its internal stakeholders, a brand should maintain a consistent image over time. However, due to a myriad of factors—frequent shifts in human resources, lack of quality standards reinforcement, weak training programs, or minimal financial resources—brands often times become diluted when these practices are not regulated.

Building awareness, communicating a resonating message and creating brand loyalty takes time. Keep in mind, correlating a brand with the overall strategy of an organization—brand operationalization—serves as an integral component of brand sustainability. Therefore, it is important to invest in the brand, long-term.

Of course, age and usage inconsistency are not the sole criteria for reexamining your brand. Other triggers may include the introduction of a new product or service, a merger with another organization or even a change in leadership. These are all appropriate circumstances in which to evaluate and determine if your brand is keeping pace with organizational changes and current design trends.

Branding is one of the most important factors influencing success or failure in today's marketplace. If you are considering refreshing your brand (or rebranding altogether), let Kernacopia help inspire you to implement a strategy that will precipitate leverage for increased loyalty, competitive advantage and profitability. BRANDbutton

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