Is your brand cohesive and consistent across all platforms... or is it starting to look a little scatterbrained?
Often, when individuals start the process of building their business' presence online, their message change as their company grows and evolves. This is a good thing. It is important to remember, however, that even though a business and its messaging may change, any information previously shared online will always be there, especially if the company isn't actively maintaining it.
What does that mean? When your potential consumers research your business, they see everything comprehensively. Those old Facebook posts from when you first started your business may no longer be relevant. The websites for two different products or services you are selling might actually be more compelling if they were consolidated into one. Those images you used to advertise a special promotion on Twitter might no longer be reflective of your brand. All of these things could deter a potential customer from making the decision to buy your product as opposed to one of your competitors who conveys cohesive, current branding.
Now, you may be wondering, how do you consolidate what you have, determine what’s still good, and figure out what needs to be deleted? And after you handle all of that, what new content needs to be created to solidify your brand? Answering these question is the aim of brand consolidation.
Sometimes when you’ve been inside your own bubble working hard- you have to take a step back and asses your goals, look at your analytics, and identify your target audience. This is how you figure out what is currently relevant and what marketing trends you need to consider as you move forward.
Brand consolidation helps you clearly define your brand's message. To do this, there are 3 perspectives you need to consider:
- The customer perspective: First, you need to know your target audience and figure out what they care about. Start thinking about what your customers really value and keep track of keywords they use in the real world and online.
- The internal perspective: For a brandmessage to be effective it must be true. What is it about your products or services that make it unique? Where do you create value?
- The marketplace perspective: Only one brand can own a position. How do your competitors position themselves? You want to make sure your value proposition is distinct.
Whether you're involved in selling financial services or marketing handmade hair products, your branding message must be cohesive and clear to your consumers. If you feel your customers aren't understanding what you are all about, it just might be time to consolidate your brand.