Consultants get contacted for all sorts of – admittedly sometimes strange – requests for support from their clients.
However, when I get several people asking for help in the same area, I know something important is happening in the marketplace. This is exactly what happened to me last month. They asked me share my secrets to Business Growth.
Most marketers will soon be leaving on their vacation and are realising just how little time they will have left to meet their annual objectives when they return. Their brands have not performed as well as they had hoped this year and they are looking for a solution – fast!
No less than two of my current clients and four new companies have asked me for support in growing their businesses in just the past month! In particular, they have all said that one or more of their brands is stable – to be polite – and that they want to reverse the trend. Is this your situation too? If so, then I have a useful 7-step process that will bring rapid, if not instant change.
How to Recover a Declining Brand
OK, let’s get straight to the point with the most painful of situations first, that of a declining brand. A few years ago I wrote a popular post about using brand image metrics to understand what is happening with a brand and how to identify the best actions to take.
It is called “How to Stop Brand Decline: Following Brand Image is More than Meets the Eye.” I highly recommend reading it now, for a short but in-depth understanding of all the information that can be gleaned from a simple brand image study.
Almost all brands use their own brand image data in a very basic way, but there is so much more that can be done with the information, even without harnessing AI to do it for you!
So you've gone through all seven steps and your brand is showing signs of stabilising if not actually declining. Great! So what's next?
Well you start by prioritising the actions you need to take to correct the weaknesses you have found. Define the strategies and tactics you will need, and put your action plan into effect.
Then? Well, you start at step 1 and go through the process all over again! You see, brand building is a never ending, virtuous circle. That's why I'm so passionate about it, you too?
If you have specific questions relating to any of the seven steps, or if some other area of brand building is challenging you at the moment, then check out our website for inspiration and then contact me here: