Entrepreneurs face unique challenges when it comes to maintaining a consistent brand identity, especially during times of crisis. According to a survey by Lucidpress, a consistent brand presentation can increase revenue by up to 33%. However, many business owners struggle to maintain their brand’s identity when faced with constant challenges.
Overcoming these obstacles requires a strategic approach that includes building a solid brand infrastructure, seeking external expertise for effective rebranding, and defining a clear brand tone of voice.
Related: How to Finally Get Some Consistency Behind Your Branding
Overcoming challenges during a crisis
Shawn Cole, President and Co-founder of Cowen Partners, shared his experience of facing challenges during the Covid crisis. He mentioned that they redefined their target audience, focused on their preferred level of service, and found solid referral partners to solidify their position in the market. By doing so, their business saw significant growth. Cole advised that employers need to regularly communicate company values to staff to ensure they remain aligned with the brand’s message.
Many entrepreneurs fall into the trap of only having a brand logo without a comprehensive brand identity. This presents an opportunity to delve deeper into your product or service, focusing on core values, ideal customer profiles, origin stories, and market research to enhance and expand your brand.
As an entrepreneur, you can enhance your brand’s identity by defining core values, identifying your ideal customer, and conducting thorough market research. This holistic approach can greatly benefit your brand’s growth and identity. Here are some best practices to get you started.
1. Reinforce internal communication before going external
Internal communication and employee alignment are crucial, especially during difficult times. Regularly communicating company values to your staff can help them confidently communicate your brand’s message to clients. This strengthens internal alignment and ensures your team is equipped to represent your brand effectively.
3. Don’t fall for the temptation of internal rebranding
Trusting an experienced external team for rebranding can provide fresh perspectives and innovative solutions that align with your vision. The example of Tropicana’s failed internal rebranding serves as a reminder of the importance of external expertise in successful rebranding efforts.
4. Stay up to date on current events and industry insights
Recent industry changes highlight the importance of cultivating consumer loyalty to the brand itself rather than individual personalities. Focusing on creating a strong, independent brand identity can help maintain consumer loyalty despite changes in key personalities.
5. Align your vision with your strategic goals
Proper alignment between branding and strategic goals is essential for building a resilient brand. By aligning the vision of the C-suite with strategic goals and fostering partnerships with branding agencies, businesses can create brands that stand the test of time.