Liquid Creativity

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Are you losing brand appeal?

Businesses often realise too late that their branding doesn’t work! What’s been done in the past doesn’t necessarily work any longer. It may have worked for two, four or even ten years but all of a sudden it’s not. Customers now want something different.

Rarely is the shift a sudden one, you’ve simply been out of touch with the market and you are now no longer relevant. You may not have assessed the brand in years or someone may have identified the need for a refresh but a resistance to change has stopped you from going ahead with it.

Adapting to change

The result of not continually assessing your brand can lead to reduced business. If you’re a small business, you can adapt to these changes much quicker and more easily than a large business, but no business is immune to the effects of losing touch with their market. Evaluate your brand on a regular basis.

Looking outside your business

As a small to medium company you can be agile and receptive to change. Be observant, watch for changes in trends, always evaluate and be quick to take action. You may see a gap in the market that your competitors have not yet seen.

You may realise that your customers:
-    no longer connect with your brand
-    have sourced other brands that are meeting their new needs
-    feel you are no longer current and fresh
-    feel you are not exciting enough
-    don’t understand your offer
-    want something different
In other words, you’re no longer meet their needs.

Are you staying relevant with your brand? Some questions you can ask yourself:
-    Does your brand have meaning?
-    Does your brand connect emotionally with and engage your customer?
-    Are there new competitors with more appealing and exciting offers?
-    Do your customers know what you stand for?
-    Do you have constant contact with your customer and understand their needs?

Be relevant for today’s world
Are you still trying to appeal to customers in the same way you did ten years ago? Markets, customers, trends and even your business have all changed so much over this time, it’s important to make sure that you’re staying relevant and speaking to customers about issues of today, not yesterday. Keep exciting customers before they look at other, and potentially, more in tune alternatives.   

Pizza Hut

Pizza Hut was very nearly too slow in realising trends had changed along with the desires and needs of their customers. They realised that they needed to rebrand and adapt to the changing trend of consumers choosing to dine at home so they can save money and avoid unhealthy food. Their aim was to entice people with a fresh new image and menu items including a range of all natural food.

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