Nothing ever stays the same. This is especially true in the business world. Not only do industry standards change, but so does the social climate that influences many business decisions. Even though this type of shift can have an effect anywhere, no area gets as strongly impacted as a company’s brand image.
This is the part of a business that’s the most human to clients. How a company presents itself can have a significant impact on its success. If you’ve noticed that your customers aren’t responding to your brand as well as they used to, it’s up to you to find ways to keep yours relevant in this ever-changing world. We’re here to give you some tips on how to do just that.
Show the Relevance of Your Company’s Core Values
When you first start to see the signs of customer pushback on what your company stands for, you need to determine if there’s any merit to what they’re saying. Sometimes, people misinterpret what some of your core values are. Getting ahead of potential backlash and steering the conversation in a more positive light will help keep things from getting out of hand.
You can do this by explaining how your company cares about whatever current events are going on. Some companies will simply go through the motions with this strategy, and many consumers will see right through their lies. You need to truly believe in what you say. If that means you need to adjust internally to better align your core values with what people want, so be it.
Try Being More Transparent
However, no matter what you tell consumers about your beliefs, it’s always better to show, not tell. Making your company more transparent is the best way to do that. Obviously, there will be some core secrets about how you make your products or what strategies you use to sell them, but you can open up your business to some extent so that people can better see if you’re genuine.
If you can’t do that because of the potential scandals that might come out, you should take that as a sign that your company desperately needs a change. In today’s world, these types of problems always come out eventually. It’s better to be ahead of the curve on this one.
Figure Out What Customers Want
While these first two points are good to keep in mind, they act more as preventative measures in case consumers decide that your company’s values are outdated, leaving you behind for other, more relevant brands. However, if you’ve lost relevancy through other means, you must figure out where you went wrong.
It’s a question that a company usually can’t ask directly. You might be able to get an idea by asking certain questions in a survey or looking through the data to find out what works. But most of that info will come from people who are already customers. You need to hear from people who no longer shop with you.
The best place to get this kind of info is social media. Most people are very vocal about companies and brands they no longer enjoy. If you want to get involved, you can create a social media account and try to open a conversation with these people. Just make sure you know how to choose the right social media platforms for your business before creating accounts.
Create Something New
Through your research on social media, you might have discovered that your lack of relevance comes from people getting bored with your products. If that’s the case, it’s time to change things up. A lot of the time, a revolutionary new product will get people talking about your brand again. The trouble with that is it takes a lot of research, development, and money to create something new. And in the end, people might not even like it.
A safer route is to find a new way to run your business that gets people interested again. Maybe you can turn what you do into a subscription service. Or you can make your products more environmentally friendly. No matter what you do, as long as you get your PR team on the case, people will start talking about you again. Hopefully, this will lead to you finding new customers and becoming relevant again.
Develop a New Brand
If worse comes to worst, the final way to make your brand relevant again in an ever-changing world is to start again from the beginning. Rebranding is a risky technique but can have astounding results if you do it correctly. While redefining your company is key here, you should still keep a part of your old self alive for the loyal customers who have stuck with you all these years. You don’t want to alienate them while failing to pull in enough customers to replace them.
If that sounds too risky for your company, you could try developing a new brand under your main one. The effects will be relatively similar, just on a smaller scale. The main upside here is that if the new brand tanks, it won’t be the end of your company as a whole.