EMBiz: Is Your Branding Broken?

Is Your Branding Broken?

Cody H. Owens

Hi, Cody here, Content Director at Elevate my brand. And, I want to ask you a quick question: Is your brand broken? This is a question that a lot of clients will come to us and they'll ask. They'll come to us and they'll say, I have run a lot of marketing campaigns. I've done everything the right way, and I'm just not seeing the results that I want to see when I review my metrics. That is a trigger to us to think, if it's not your marketing that's broken, then maybe the problem is in your brand itself. 

Looking Great = Working Great?

What that means is not necessarily that your logo is ugly, that your website is terrible. What that means is that even though you may have great aesthetics, and even though you may have really technically great and visually appealing campaigns in your marketing efforts, perhaps it's just not appealing to the right people. Or maybe there's a disconnect in the way that your prospects and your clients or customers actually view you versus how you view yourself. At Elevate My Brand, we always tell people that your brand is 50% who you say you are, and 50% who everyone else says you are. And therefore, branding is about making sure that what everyone else thinks you are is the same as who you think you are. The way there's cohesion there, and you can actually build a really strong relationship with your audience in your market.  So, what we want to say is, as you review your metrics, keep that in mind. Maybe it's actually not anything to do with the campaign itself. Maybe it has something to do with the way that the market or our audience perceives us as a brand. 

Building Cohesion

So rather than updating your visuals and your marketing campaign, or, you know, doing different targeting and technical changes, maybe you need to survey your audience for branding challenges. So, test different messaging with them. Ask them how they feel about your brand. Ask them what matters most to them. Ask them about their relationship to your brand, because maybe, again, the problem lies not so much in what you're technically doing or the visuals that you're putting out, but in how they relate to you as a company, as a business, as a brand at its core. So maybe your branding is what needs the update. So, make sure you're keeping in mind that it is all about strategy and that there's more to it than just the advertising piece. 

If you're not really sure, then come talk to us at Elevate My Brand. We are both branding and marketing experts. We consider ourselves centered-brains, so we're both technical and creative. And, we have a really strong discovery process that we can take you through that's actually going to look at all of those pieces to determine where maybe that challenge lies so that we can in turn elevate your brand.