If you have decided that your brand needs some attention, you might have a job to convince other people in your organisation. We have a few suggestions about how you might want to get the attention of the key decision makers and get brand on the agenda.
1. Benchmark yourself against your direct competition
Pick 4 key competitors and go and take a good look at their websites. Print out screen grabs and stick these up on a wall in the office. Analyse/rate their websites and yours for the following:
– Design (what does it all look like?)
– Message (what’s the essential message they are promoting?)
– Technical architecture (is the site responsive?)
– Content (how do you rate the content on the site?)
– Functionality (what can people actually do on the site?)
– Engagement (how engaged do you feel?)
– Integration (with social media channels)
– Search (how easy it is to find the site using popular search engines?)
This is basic stuff but you will quickly see how well you stack up and you’ll learn a thing or two along the way.
2. Conduct some informal research with your colleagues
Pick 10-15 people at random from across the organisation and ask them to answer the following questions about the business:
– Who are we?
– What do we do?
– Why are we different?
– How do we add value?
Capture their responses and then see what level of consistency there is. If your own people can’t answer these simple questions – clearly, consistently and confidently, then there is work to be done.
3. Analyse any existing feedback.
Of course, if you have any existing employee and customer research, see what this might tell you about the brand and communications. If you analyse new business losses and wins, there may be further evidence of the effectiveness of your brand and communications.
4. Take the RBL Brand Strength Test
We have designed this online app to provide a simple self-diagnosis tool for potential clients. It covers all the main aspects of brand and takes less than a minute to complete. You get instant scores and then a customised report within 24 hours.
If you persuade 5-10 people inside your organisation to take the RBL Brand Strength Test, we can provide an analysis of all the scores. This will clearly show if the views are consistent and where there are key areas of weakness.
If you do these simple things we feel sure that you will be able to create enough material to help you persuade others that your brand should be properly assessed.