What do you do if your brand strategy is getting lost in the competitive field?

It’s not your brand strategy that’s getting lost, it’s your brand! Start by looking at what makes your brand distinctive in your market. If the answer is ‘not much’ then your brand strategy needs to be rethought.

The first and most important thing is to understand whether are we connecting ourselves with the right target audience with the right messaging. what problem you are solving for them and what value addition it brings for them. it's time for strategic action. Start by analyzing competitor moves and customer feedback. Refine your brand's unique appeal and communicate it boldly.

"if your brand strategy is getting lost in the competitive field", then an urgent review of the situation is needed. Firstly, establish whether this is a short-term tactical issue that may occur from time to time (e.g. a sales decline caused by a competitor cutting prices for similar products for a short-term sale period), or whether it is fundamental to the overall strategy (no longer a need for the product or service we are offering). We should remember that a strategy is concerned with 'what' and 'why', whereas a plan is much more about 'how' and 'when'. If the 'what' and/or 'why' has changed, hence your brand strategy is getting lost, then it is most likely that the strategy is flawed, or no longer relevant.

Ok the first step should be to go back to your strategy guide for your brand. I am not talking about the brand design book which only has visual and verbal elements...I am talking about the Strategy document (which you should ideally have) it will have the positioning, communication strategy, etc. Then do some TG research and ensure you are targeting the right painpoints in your strategy. Make sure your strategy,positioning, communication strategy, etc. Syncs with the new TG research. This should set you on the right path. Also...I offer a FREE 1:1 30 min Brand Strategy sessions. Come say Hi ??

What is happening in your market? What is your unique selling point? Why are your customers working with you? How can you retain and offer more value to your current customers? How can I get the best ROI on brand and marketing? A deep dive into your business strengths and weaknesses is necessary to assess your place in the current market and how to get a greater market share.

By digging deeper into audience insights, you get a clearer picture of what your customers truly want. Conduct market research, surveys and customer interactions to gather the required data. Understand their preferences, behaviors and pain points, which helps you recalibrate your strategy to better resonate with them.

If you do not listen to the audience, they won't listen to you as well. 1. Getting audience feedback constantly helps the business, product & service. 2. You can get feedback from social media, Interviews, live & also on events. 3. Understanding the pain points of the users or customers makes a real difference in messaging & results. 4. Building a Community for the brand helps audience insight a lot if it's hard for you to get feedback.

Nike's mastery in leveraging audience insights is a testament to brand strategy done right. By deeply understanding their audience's lifestyle and values, Nike crafts messages that resonate on a personal level. Their move towards sustainability and inclusivity in product lines is a direct response to consumer insights. Is your brand effectively translating audience insights into meaningful action?

Standing out in an incredibly noisy, saturated world is incredibly challenging - so if you feel your brand is getting lost, it's probably because it is. Before you start assessing the look and feel of your brand, make sure you take the time to really understand your audience. Undertake market research - what do they want and need? How does your brand represent that? Also don't forget to research others in your market - is it a sea of blue and white? Then maybe green or red could stand out. Once you have a clear idea on your target audience and the market you are operating in, then you can truly address your brand and determine if it's working for your audience. Be bold, and don't fear being different!

This a 1000% There is nothing you can do effectively for a brand without having research first. It is pivotal to assess where your brand is perceived in the eyes of the consumer. People are no longer purchasing a brand. This is the era where legacy media is being called out, idols are being questioned and people see through your charades. Say what you mean and mean what you say. Insight into the audience, analytics, region wise reports, demo wise reports will all be beneficial.

Connecting with Positioning! 1. After getting audience insights you get to know all the pain points & problems of the customers. 2. Use those pain points in the messaging & building brand statements. 3. You have all those points in user personas as well. 4. This way all the departments can take a look at the audience we are catering to.

What's the *one* thing you want your brand to be known for? What do you want your audience to remember when they engage with your brand? It's tied to your brand's PURPOSE -- the original product/service/idea (the driving force!) on which your brand is founded. Anchor your brand's positioning on that purpose. Communicate "why you do what you do" with your audience; give them a reason to believe in that purpose; and invite them to share in that purpose.

To prevent your brand from fading into the competitive backdrop, establishing a unique market position is crucial. This involves a deep dive into what sets your brand apart, whether it's groundbreaking product features or a compelling company ethos that resonates on an emotional level with your audience. Leveraging these unique attributes across all marketing efforts ensures your brand not only stands out but also remains top of mind for consumers. A clear, distinctive brand positioning acts as a beacon, drawing attention and fostering loyalty in a crowded marketplace.

Tesla's unique positioning in the automotive sector illustrates the power of standout branding. By emphasizing sustainability and innovation, Tesla has not just sold cars; it's selling a vision of the future. This distinct positioning resonates deeply with environmentally-conscious consumers. How does your brand's positioning reflect the aspirations of your target audience?

Talvez seja hora de rever seu posicionamento. N?o no sentido de mudá-lo, mas de “bater um papo” com ele, relembrá-lo e desenhar novas formas de comunicá-lo. Paralelamente a isso, identificar empty spaces no tabuleiro do jogo entre os concorrentes e buscar novos reasons-to-believe que permitam novas e distintivas mensagens pode ser um bom caminho para a retomada.

Values & beliefs are the CORE of the brand. 1. Every brand has its voice & tone. 2. As a brand designer, we need to ensure we are consistent across the platforms. 3. Copywriters play a major role here, so we must also collaborate and pass the brand guidelines to them. 4. Graphic Designers must be consistent with their design style across platforms. So that, we can play a huge role in the user's life.

Coca-Cola’s consistency in messaging, with its focus on happiness and unity, has made it an iconic brand across generations. Their ability to maintain a coherent message across all platforms reinforces a strong brand identity. Consider: Is your brand’s messaging consistent enough to become synonymous with your core values?

When we talk about consistent messaging... we usually explain to clients that what you need - is to determine your brands "essence" - what's the core... and then how do we weave that through into every touchpoint that the client has with your brand?

Comunicar tudo é comunicar nada. é preciso construir Brand Consistency. Definir atributos e diferenciais ajuda na prioriza??o das mensagens. E ter reasons-to-believe sólidos identificados sustenta mensagens longevas e constrói marcas consistentes mesmo em um cenário aparentemente já saturado.

Nothing can beat a strategy that puts the user/client/consumers’ needs (not the company’s needs) at the forefront. This can be simple like remembering that you are a person talking to a person and adjusting your language. Sometimes accomplishing this can be more complex like creating a brand new solution to solve a pain point. Also, don’t forget, to look at your user/client/consumer journey. The data analytics will tell you a lot, but a good UX audit about the experience learning about your company might bring a lot to light. Stay nibble. Be willing to pivot and innovate always.

Spotify's user-centric approach, featuring personalized playlists and interactive features, showcases the power of engagement and adaptation in brand strategy. Their responsiveness to user preferences keeps them relevant and beloved. How can your brand better engage and adapt to foster a loyal community?

Ok, so I'm going to disagree a bit [on this point]. Trends are great, and if things are changing - then YES! by all means, adapt and keep up. BUT... If you're focusing your brand strategy on the "latest trend"... you're going to quickly find yourself going out of fashion. Your brand strategy needs to be built on something more solid than a "passing fad". Ideally, you're so unique, that trends don't actually matter, Clients seek you out, because you're YOU!

I agree with staying informed on trends and seizing opportunities, yet caution against pivoting your brand strategy on what might be a fleeting trend. It's prudent to explore these trends in a controlled environment or with new target groups before integrating them into your broader brand strategy. Brand evolution is essential, but brand zigzags can be perilous.

Netflix's adaptation of streaming trends, while staying true to its core of entertaining content, highlights the significance of leveraging trends wisely. They've embraced technological advancements to enhance user experience, attracting a wider audience without diluting their brand essence. Is your brand effectively capitalizing on current trends to enhance its identity?

Get out. Go play in a completely new "category". The more we focus on "beating out the competition" the less we focus on serving the customer in front of us. Lean into them and see what they need. Fill that need in a different way then everyone else. Invite them into that story.

Look beyond "keeping up with competitors" Find your own lane. and own it. When you're so focused on what your competitors are doing, you end up "playing their game". Instead... rather set the rules of the game, and let them try find a way to keep up with you!

In the kaleidoscope of brand strategy, the key is not just to adapt but to innovate. Brands like Google and Amazon constantly redefine their sectors, turning consumer expectations on their head. They don’t just follow trends; they create them. Think: How can your brand become a trendsetter rather than just a follower?

Don't be afraid to be different. Is there a motif or visual that's so distinctive and memorable (and hey, maybe even random) that people remember it? People remember the weird, the wonderful and the things that trigger emotional responses. Make sure your brand is driving emotions and ALWAYS fostering connections with your audiences.

Maybe your product is outdated too. I can only sell that many typewriters now no matter what my brand strategy is. So assessing and adapting can be key here as well.