To prevent brand decay, start by revisiting what your brand is, what you want the brand to be, who you want to do business with, and what your differentiating points are. Next, examine what elements have changed since your last analysis. For instance, you may consider whether your firm has new products, new competitors, or new customer segments. In addition, a simple SWOT analysis of strengths, weaknesses, opportunities, and threats should be conducted to gain a better understanding of the position your company occupies in the marketplace.
Another step is to examine your logo to determine if it needs to be modified in order to better showcase your company’s current identity. Then, look at your brand story and make sure the story is memorable, compelling, and differentiates your firm from its competitors. After modifying your brand story, revise your website, online videos, and social media presence to best reflect your current brand. Don’t forget to include your employees in brainstorming about the future of the firm so that they share a common vision. Lastly, revisit your brand strategy every few years to assess changes and to ensure that your brand is updated regularly.
