Signs Your Brand Strategy Is Losing Focus

As a company’s marketing strategies adapt to changes in the marketplace, there’s always the possibility that its established brand will suffer. By its very nature, a brand must balance legacy — what it stands for today and what it’s stood for in the past — with vitality — how it can be revived and refreshed as new conditions demand.

Under such circumstances, it’s not hard to lose focus on a brand’s core identity.

How can you tell when this is happening and what can be done to remedy the situation? Here are warning signs:

1. Management and employees forget why a particular brand and message are important. With a well-established brand, it’s not uncommon for both management and employees to forget why branding is so crucial to success. An effort should be made to remind — and, when necessary, re-educate — people about the key objectives associated with branding, such as:

* Communicating your company’s values and vision, a useful tool for attracting new customers and talented new hires
* Providing employees with a forceful vision to motivate them in their work
* Enabling industry influencers to promote your message with their followers
* Commanding greater fees for product and services

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