Some brands are new, while some have been around the block a few times – and they both face particular challenges. People, products and places change, but do the brands change with them or fall out of sync? Sometimes brands are bang on the nail for the market of the moment; at other times, they slip off course and need help to get back on track. Sometimes they face a disaster or an extraordinary opportunity.
We’ve diagnosed 16 of the most common situations brands can find themselves in. We call these the Brand Conditions. Which one matches your brand’s current situation? Are you Drifter, Bombshell or Unintended stealth? Have you Hit the Ceiling?
For each of these Brand Conditions, we can provide the brand positioning and communication support which will help turn things around and refocus your business.
You’re less in control of your brand than you might think – because it really only exists in the heads of other people. These might be your customers, employees, competitors, or suppliers. They could be the media, your regulators, or the general public.
That’s why it’s so important to manage your brand; to continually be working to influence what people think of it. Here’s another curveball: you may have more brands than you think. There’s your business and each of your products and services, and then there’s all of your key people, too.
As the owner or custodian of your brands, you may find it helpful to step back from time to time and assess the condition they’re in. Drawing on our experience, we’ve identified some typical ‘brand conditions’. Scroll through the list, hit the down arrow for a description and tick any that you feel reflect the situation your brand is in. By all means tick more than one, you might be a hybrid. We can help with any brand condition or situation. Call us for a chat about what we can do to help.