1. If you answered no to many of the 'Relevance' or 'Differentiation' questions:

You need to get back to basics. It’s likely that your brand strategy and possibly your brand identity aren’t working hard enough for you.

On your fix list could be:

1. Better understanding your buyer

To be strong you need to know which buyers you need to attract and reach, what they care about and why they come shopping, what associations you want to build in their mind and why these matter to them, and how to make it easy for them to be a satisfied customer. You need to do some research. Turn to chapter 2 in Rebrand Right for how to approach this. Once you have your brand diagnosis, work through chapter three to define a brand strategy that the whole organization can get behind.

2. Being more relevant to colleagues

This includes how to engage the leadership team you need to influence and how to help everyone understand what your brand has to do for the business.

In chapter 1 we explain the four ways brands drive business growth. This can really help you start the conversation with your leadership team. Download it for free here so you can get started.  

3. Improving differentiation.

Either the brand strategy isn’t distinctive or the brand identity isn’t. Or possibly both!

Before you leap into redoing the brand identity, read chapter 1 to understand what brand differentiation really means.

It does not mean being unique. It does mean making the most of how you are relatively better, leading the pack, being clear on an emotional territory to own or challenging the status quo. You may need to strengthen your brand strategy in one or more of these areas (chapter 3 covers this).

Perhaps your brand identity has no distinctive brand assets so you may not be getting noticed or recalled by buyers.

Chapter 4 of Rebrand Right walks you through how to work out what needs to change, combined with the research you’ll need to understand whether you have any distinctive brand assets to build on (chapter 2).

Whatever you do, don’t jump straight into making cosmetic changes, even if leaders are saying it looks boring or stale!

2. If you answered no to many of the 'Cohesion' or 'Ease' questions:

Problems with ‘Cohesion’ or ‘Ease’ are usually down to two things. People within the business aren’t taking decisions and behaving in a way that makes the brand reality and/or your marketing isn’t working effectively.

1. Your problem is internal engagement.

Most people struggle with cohesion because they are working in an environment where brand is seen as marketing’s job. It's perceived to be all about external marcomms.

Take a deep breath. It’s time for you to change this.

Where to start? Read chapter 5 of Rebrand Right which walks you through how to tackle implementation, engagement and experience. It covers how to get leadership to drive the changes you know the brand needs, how to get colleagues to make the brand how you all do things every day, the core team and partnerships you need, what to focus on in the employee and buyer experiences and how to inspire everyone to use the brand identity cohesively and creatively.

2. Your problem is making your brand easier and driving brand to demand

As a marketer you care about growing future revenue by making your brand easy to mind and easy to buy. We call this brand to demand, but you’ll also hear demand called performance, growth or activation marketing.

Chapter 6 in Rebrand Right guides you through the eight decisions you need to make in your marketing strategy and the eight components of an integrated marketing plan that drives brand to demand.

We’ll help you structure your plan into programmes and journeys, allocate your budget effectively, sequence and test the work, create cohesive messaging that ladders, understand how to get tactics working together and so much more.