We’re halfway through the last month of the year. If you’re at all similar to me, you may be looking forward to the fresh start feeling that a New Year provides, but with that, I’d like to take the time to list out typical Branding Resolutions and how you can accomplish them.
1. Outline your business’ problems.
Many people come to Raxa for branding assistance without properly outlining their business goals. With competition constantly changing, along with shifts in technology and how customers behave (what they want, how they want it, etc.), the biggest issue for a company could be them not knowing exactly where their biggest issues ARE.
Businesses ask us for ad campaigns or website touch-ups without actually needing ad campaigns or website touch-ups (at least not yet!). Before any of that, I always advise people to look at their business objectively and identify glaring issues that customers see and competitors can take advantage of. Fixing these issues before launching a new campaign can save you loads of money and time in the long run, which is a terrific goal for the beginning of a New Year.
2. Discover your ROI (Return on Investment).
Many businesses today have close to zero faith in a marketer’s ability to actually deliver growth. This is because their marketers haven’t been able to prove concrete returns on investment.
To begin solving this, focus on discovering your ROI for each of your campaigns and expenditures during 2014. Be specific, monitor performance, and track your returns with great fervor. Only then will you begin seeing what brings value to your company and what can be cut.
3. Be flexible.
Branding and marketing is constantly changing as people adapt to current situations, be it current marketing tactics or general feelings from other sources. However, just because things change on an irregular (but constant) basis, does NOT mean that you can’t turn these changes into an advantage.
This is why flexibility is key. What I mean here is: Try testing many small ideas instead of focusing solely on your big idea. Use the small ideas that succeed as stepping-stones to build up to your big idea. This flexible approach will ensure that your brand and company are, at the very least, taking small steps to where you want to be instead of risking it all on one big idea and potentially failing.
4. Focus on the purpose of your brand.
While your brand SHOULD live in the mind of your customers, this does NOT mean that they completely define what your brand is. Remember this: Nothing defines your brand more than what you do as a company. At the end of the day, only you can say why your brand exists, what you stand for, and the goals you want to achieve.
Because of this, you must stay true to your purpose. A genuine brand is an effective brand. Don’t forget it.
So the end of the year is upon us. I hope you’re enjoying the holiday festivities, but don’t forget about your brand at this time. Also, check in next week for our FINAL blog of the year (sad, I know!). I’ll be outlining a Branding Checklist for the New Year. You won’t want to miss it.
About The Author
Brian Waraksa, founder of Raxa Design in Houston, Texas, has been in marketing and small business branding since 2002. He writes the Raxa Design blog to inform small businesses and corporations on effective branding.
Posted on Thu, December 12, 2013
by Brian Waraksa filed under