The word on the street is true. You can’t control your brand fully. In today’s day and age, your brand lives in the hearts and minds of your target audience. So what can you do to improve it? Here are eight tips you can use to improve your overall brand health. These tactics will all help build your brand over time, ensuring that you have a strong brand from the inside out.
Related content: How to track, measure and improve your brand health
Company-wide tactics
- Your culture. Every time you hire new employees, consider cultural fit equally as important as job skills. Ensure that everyone you hire shares your brand’s values and personality.
- Brand personality. Always communicate a bit of personality, to add some edge to who your brand is. This will make you stand out from your competitors and provide something memorable for your customers. From the look and feel of your marketing down to the way you communicate with your customers, express your brand’s character every step of the way.
- Stay nimble. In order to stay ahead of your market, be opportunistic and willing to take risks. This will help you stay fresh and current for your audience.
- Inspire and empower staff. Inspire your team and empower them to be able to make executive decisions which will increase your productivity and results.
- Collaborate. In order to be a customer-centric company, you have to be an employee-centric company. Let your CEO or C-suite have access to your work at all levels.
Marketing campaign tactics
We’ve talked about how the customer journey has evolved away from a linear journey to a more complex model. Therefore, the brand funnel has changed considerably too. To ensure your brand can meet the new customer journey’s demands, these three steps are crucial:
- Seamless cross-platform experience. Create a seamless and continuous customer experience across all platforms. Be aware that most people move back and forth between their phones, computers, and tablets during their journey. Making it as easy as possible for your customers to return to your site, regardless of the device, is something that needs to be a priority.
- Attention. Capture your customer’s attention with every piece of communication that you create. Otherwise you’ll risk losing them along the way. Even making sure that your website loads quickly will help your business keep its audience.
- Personalise your communications to every customer. It’s no longer a case of one-size-fits-all, as customers today are way too savvy. Instead, you have to personalise your content every step of the way. Consumers come to your website from all phases of their buying journey, some will be ready to buy, some won’t. If you meet them with real-time customised content, it means your chances of getting a sale are increased.
To learn more about how to measure and improve your brand health, check out our new ebook Brand Health Check by clicking on the button below.
