Um, my brand isn't working?
Where do I replace it?
If you're a brand owner, chances are, that you've felt like this at some point. You've tried it all- email marketing, getting influencers, doing the tiktok dances, but somehow nothing seems to be working. When this time comes, burning everything to the ground seems like a really tempting idea.
At this point, it's worth looking at your composition. If what you're made of is not compelling & authentic enough, anything you do on the outside won't matter. We're talking about a rebrand of your brand's heart.
Let's say that you're selling handcrafted soaps. 'A' is your current state of distress, and 'B' is what your brand can be after examining and enhancing its DNA.
A- You have a team that creates beautiful and exquisite handmade soaps with lovely fragrances. They also carry health and skin benefits. You communicate the benefits of your soaps on your website and social media content.
Problems:
- You don't seem to have any loyal buyers
- People engage in one-time purchases
- You have to spend heavily on marketing
- You often have to put up discounts & sales
B- You create handcrafted soaps that re-energizes people and helps them feel their best self. The scents teleport you to your favourite places and make everyday feel like an adventure.
Solutions:
- Your product names and descriptions are around dreamy destinations
- You have way more content pillars to work with- imagery of beautiful destinations, energized portraits
- You collaborate with other brands: energy drinks, yogurts, etc and create hampers
- Your brand works FOR you.
And this is what it means to have a solid brand DNA. Everything you breathe, speak, and do, revolves around it.