You're working with a mature brand. How can you reinvigorate it?

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Mature brands have a lot of advantages: they are well-known, trusted, and profitable. But they also face some challenges: they may lose relevance, innovation, and differentiation in a changing market. How can you revamp a mature brand and make it more appealing to new and existing customers? Here are some tips to help you reinvigorate your brand strategy.

本文章的要点总结

Refresh visual identity:

Updating your brand's visual elements can make a significant impact. Think about tweaking your logo, colors, or packaging to reflect current tastes while maintaining brand recognition.
Elevate customer loyalty:

Provide an exclusive 'royalty' experience for loyal customers. Offer premium services or fast delivery to make them feel valued and strengthen their connection to your brand.

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1 Assess your brand

The first step is to evaluate your current brand performance and identity. How do customers perceive your brand? What are your strengths and weaknesses? How do you compare to your competitors? What are the trends and opportunities in your industry? You can use tools like SWOT analysis, brand audit, customer feedback, and market research to gather insights and data. This will help you identify the gaps and areas for improvement in your brand.

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Bernadette Fitzpatrick

CMO | Brand Builder | EX-LVMH, SEPHORA | Creativity, Innovation, Transformation, Brand Desirability | Board Member SF | NY
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In revitalizing our mature brand, I focus on preserving its essence while injecting fresh perspectives. Learning from Bare Necessities' recent rebrand, I updated our visual identity and expanded our offerings to meet evolving consumer needs. Through thorough market research, I identify trends and introduce new products aligned with our values. Refreshing marketing campaigns and exploring innovative channels, like social media, rejuvenates our brand, ensuring continued relevance and growth.

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2 Define your goals

The next step is to set clear and realistic goals for your brand reinvigoration. What do you want to achieve? How will you measure success? How will you align your goals with your vision, mission, and values? You can use SMART criteria (specific, measurable, achievable, relevant, and time-bound) to formulate your objectives. This will help you focus your efforts and resources on the most important and impactful outcomes.

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Bratin Das (Bradd)

?? Igniting Brand Engines: Strategy + Design Fuel for Tech & Consumer Brands. | Founder @AMEG | FLOW? Podcast Host | Firing GTM, PMF & Growth with 100+ Deliverables & 30+ Methodologies.
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A rebranding is basically masking all the cracks operationally, understanding what parts of the core business fundamentals should remain intact and, what should be refreshed for the new branding. The clearer the goals, and their prioritization, the better will be the execution of reinvigorating the brand.

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3 Refresh your identity

The third step is to update your brand identity and expression. How do you want to communicate your brand personality, promise, and value proposition? How do you want to differentiate yourself from your competitors? How do you want to connect with your target audience? You can use elements like logo, name, slogan, colors, fonts, images, tone, and style to create a consistent and compelling brand identity. This will help you enhance your brand recognition and reputation.

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4 Innovate your offerings

The fourth step is to innovate your products or services. How can you add value to your customers? How can you solve their problems or meet their needs better? How can you leverage new technologies or trends to create new or improved solutions? You can use methods like brainstorming, prototyping, testing, and launching to develop and deliver innovative offerings. This will help you increase your customer satisfaction and loyalty.

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Harjinder Singh

North Biosolutions Lead - NPP at UPL
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Customer engagement by adding value to their loyalty by delivering a royalty feel. It could be done by various new tech or traditional methods of offering. Onboard them to the premium category customer base group and respect their purchase from long time by delivering premium fast service and delivery methods along with hearing them first means feel of importance.

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5 Engage your audience

The fifth step is to engage your customers and stakeholders. How can you build relationships and trust with your audience? How can you create memorable and meaningful experiences for them? How can you encourage feedback and referrals? You can use channels like social media, email, website, blog, podcast, video, events, and campaigns to interact and communicate with your audience. This will help you grow your brand awareness and advocacy.

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6 Review your results

The sixth step is to review your results and adjust your strategy. How did you perform against your goals? What worked well and what didn't? What are the lessons learned and best practices? What are the new challenges and opportunities? You can use tools like analytics, surveys, interviews, and reports to collect and analyze data. This will help you optimize your brand strategy and ensure continuous improvement.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're working with a mature brand. How can you reinvigorate it?

1

2

3

4

5

6

7

1 Assess your brand

2 Define your goals

3 Refresh your identity

4 Innovate your offerings

5 Engage your audience

6 Review your results

7 Here’s what else to consider

Brand Strategy

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You're working with a mature brand. How can you reinvigorate it?

1

2

3

4

5

6

7

1 Assess your brand

2 Define your goals

3 Refresh your identity

4 Innovate your offerings

5 Engage your audience

6 Review your results

7 Here’s what else to consider

Brand Strategy

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