How do you measure your business brand? How do you
know when your brand is losing strength and beginning to weaken? It can be
difficult gaining the right perspective about the state of your brand because
of how intangible the factors to be considered can be, however it can be
done. Jumia Travel, the leading online travel agency
shares 5 signs that help to identify a weak business brand.
You
Can’t Clearly Describe What Differentiates Your Brand from Competitors’
When you can’t explain in a sentence or less what
makes your brand different from competitors’, that’s a clear sign of a weak
business brand. You should be able to easily and clearly identify what
differentiates you from your rivals, aside price, colour or some new feature.
You
Haven’t Properly Defined Your Values, Mission and Vision Statement
Remember the saying, “if you don’t stand for
something, you fall for anything”. You need to clearly define your values,
mission and vision statement and stick with it. It should not be something that
changes every now and then; it should be constant and properly upheld in your
corporate and business actions and even inactions. People respect and trust
constancy and dependability, and when your business brand is identified with
this it will go far.
Your
Logo Constantly Changes and Isn’t Telling a Story
Your logo is your symbol of recognition. You cannot
afford to be complacent with it. Settle down, think deeply about it, select a
logo that best represents your brand and the story behind your brand and stick
with it, come rain or sunshine. You can make improvements to the logo in the
future, make a few adjustments here and there, but it should still retain its
basic concept and design. Remember, your logo is unique, it’s yours and yours
alone, so spend however long you need to make it count.
People
Talk About the Founder Not the Brand
Your brand is your business identity, when people
regard you, the founder, or anyone associated with the brand more than they
regard the actual business brand, that’s indicative of a weak business brand.
The point of having a brand is for it to develop its own identity, outlive its
founders and reach far into the future. Creating a brand is more or less
creating a legacy for your business. If people only remember the people
associated with the brand and how the business brand is nothing without them,
it will be hard for your brand to remain relevant in the coming future.
You
Constantly Have to Compete On Price
One of the attributes of a strong brand is it being
able to convince customers, clients or consumers that the brand is worth their
money. If your brand has to keep struggling with prices to get customers,
clients or consumers attention, that’s indicative of a weak brand because what
that means is that your services or products are mainly being patronized to
save money. However, if your brand is generally associated with the lowest
prices like the Shoprite brand or Mr Price brand, then competing on price is
quite normal and non-indicative of a weak brand.
By Damilola Ojo
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