How can you tell if your brand strategy is outdated?

Your brand strategy might be outdated if it no longer resonates with your target audience, fails to differentiate you from competitors, or doesn’t align with current market trends and consumer behaviors.

Like an an old coat of paint, an outdated brand strategy can be recognized through the amount of cracks. The cracks that form are in my experience either the result of lack of buy in and understanding, or a lack of truth in the strategy itself. If it's the former, you must re-educate the stakeholders on the principles and re-focus them on the value it delivers them. If it's the latter, time for an overhaul.

This is a very common pitfall. Mailchimp- In its early days, varied visuals, fonts, and tones left users puzzled. The solution? They refined their strategy, creating a cohesive brand identity that echoed across platforms. Consistency became the anthem that transformed Mailchimp into a symbol of reliability. Inconsistence also means your brand feels disconnected. Ever felt a brand was there but not really there? Take Myspace. Once a digital haven, it lost its connection. Lack of adaptability led to a disconnect with evolving user needs. Another eg- Blackberry, once the epitome of business sleekness, fell victim to outdated visuals. As competitors evolved, Blackberry clung to a design language that no longer spoke to consumers.

Inconsistency in brand identity is not only a sign that a brand strategy may be outdated, but it can also reflect a deeper problem within the company. For example, this could indicate a lack of internal communication, unclear company goals or a weak leadership culture. A strong brand identity is built on a clear vision. If this is missing, the visual identity is just decoration.

I led a rebranding initiative for a large regional nonprofit. The agency's size and complexity hindered its ability to communicate its impact as a whole. Diversification of programs had resulted in a confusing brand identity. Many community members were not aware that certain programs were connected. These challenges were manifested in: 15+ outdated and disjointed logos; 11 outdated and disjointed websites; siloed program marketing; little brand identity in the community; and little clear internal knowledge internally at the program level. We needed a more unified messaging platform and a more modern visual identity would strengthen the nonprofit's ability to gain greater recognition in the communities it served.

A good sense check for understanding if your brand message is unclear is to simply ask employees for their understanding of it. If people working for the business day-in, day-out don't understand the key message you're trying to convey, then why would a consumer? Asking the workforce as a whole what the core values of the business are can be a very humbling experience and a clear marker that your brand messaging needs to be refreshed. Spinning this on its head, this is a great opportunity to reinvent your message to reflect the workforce of today, and what is important to employees and consumers NOW, not many moons ago. It's also a good idea to get everyone involved in this thought process to build an authentic message!

Start by figuring out your ideal customers. What matters to them? What alternative solutions do they consider for solving the problems they have? How are you better and different from the alternatives? From there, figure out your unique value proposition and your positioning with respect to the competitive alternatives. That will guide your messaging and how you need to reflect your brand across every customer touchpoint. Always start with your brand strategy.

Take the example of a tech startup that initially focused on being a platform for creators but, over time, expanded its services to include various other functionalities. Their website and marketing materials lack a clear and concise message about what they actually offer. This lack of clarity in their brand message confuses potential users, affecting their decision-making process.

Often, the clarity of brand messages is compromised due to the fear of excluding certain groups. This cautious approach, can lead to messages that are overly broad and fail to effectively communicate the unique value of your brand. If you cannot articulate these elements clearly and compellingly, you miss an opportunity to engage with your customers and inspire them to take action. A brand that talks to everybody, talks to nobody.

An outdated brand strategy often hides behind a veil of vagueness. When our brand message becomes a maze of generic phrases, we lose the power to resonate with our audience. Remember, our brand lives in the minds of our customers. It's essential to constantly delve into their perceptions and motivations. The key? Embrace simplicity. A clear, straightforward brand message that articulates our unique value proposition is not just a communication tool—it's a bridge to our customers' hearts and minds. By aligning our message with customer insights and market trends, we ensure it remains relevant, authentic, and memorable.

Okay so there are 15 days left to 2024 and the metric that's the shortest while being the most in demand, is our 'attention'. The attention span is at it's lowest, there's content everywhere you look, there are millions of content providers fighting to have you look. Right now, a 'bland' brand will end up being lost in an ocean of global competitors. You need to have a personality, a punch of flavour, a unique perspective in order to stand out. And of course, your brand visual language matters since that's how people are going to start to notice you. Your typography, color palettes, graphics, tone of voice and logo - each and every element needs to excite and make them curious, not make them scroll away!

Imagine a fast-food chain that has stuck with the same advertising style for decades. Their commercials and social media presence lack energy and fail to resonate with the younger audience. As a result, they appear outdated and unappealing compared to their more dynamic and engaging competitors, leading to a loss in market share.

Outdated, bland personalities won't engage your audience. The remedy is a personality upgrade: Update for consistency, distinctiveness, and appeal. Picture a brand once stuck in the quagmire of blandness: Old Spice. Once associated with grandfathers and conservative scents, Old Spice found its voice echoing outdated tones. The fix? A complete brand personality overhaul. Enter the era of "The Man Your Man Could Smell Like." The brand transformed into a vibrant, humorous persona, engaging a new generation and leaving the outdated image far behind.

Think of a hotel chain that has not updated its facilities or services for years. Guests consistently leave negative reviews citing outdated rooms, poor customer service, and a lack of modern amenities. Despite having a strong brand name, their failure to enhance the customer experience leads to a decline in returning customers and negative word-of-mouth.

A telltale sign of an outdated brand strategy? A brand experience that leaves customers wanting more. Our brand is defined by every interaction a customer has with us - each one should be a step above their expectations. The mantra 'underpromise and overdeliver' guides our approach. Consistency is key, but so is delight. It's not just about meeting needs; it's about creating moments that turn customers into advocates. Regularly measuring and refining our brand experience, addressing gaps, and innovating at each touchpoint ensures that every interaction with our brand is not just seamless but truly memorable.

Walk the talk. Don't ever claim or express anything about your brand that you are not. People care not what you say until you make them feel it. So, if a brand has been disappointing, it is a good time to relook at what the brand is claiming and have a look through all the marketing materials across all the touch points and start evaluating its consistency and most importantly are they the truth. From marketing content all the way to operations and delivery of service. Make sure they are all congruent.

If you notice a decline in your brand performance, assessing its relevance is crucial. Here are key factors to investigate: 1) Market Trend Shifts: Analyze whether your brand aligns with the latest market trends and consumer preferences. 2) Competitive Dynamics: Evaluate how your brand stands against evolving strategies from competitors. 3) Customer Evolution: Assess changes in customer expectations, needs, and satisfaction levels. 4) Outdated Brand Positioning: Ensure your brand positioning remains relevant and resonates with your target audience. 5) Economic Influences: Consider the impact of economic factors on consumer behavior and spending patterns. Some other factors can be Product Gap, Internal Alignment, Marketing Ineffectiveness

Market dynamics change rapidly, and what worked in the past may not work now. Some time, just simply taking a good look at the strategies can give one insight that can change your game forever! Don't expect to use the same strategies to gain the same results from the good ol days. Be relevant, Be Relatable and Be Eclectic through different eras of market landscape.

Consider the case of a once-popular software company that was a market leader for years. However, due to their reluctance to adapt to new technological advancements and changing user preferences, their product is no longer competitive. As a result, their market share diminishes, and their financial performance declines significantly.

This is really the key sign that your brand strategy isn't working or is outdated. Generally, you should review and consider your brand strategy annually. That doesn't mean that you're significantly altering it every year, but that you're checking in to see if the brand strategy is effective at meeting the brand's objectives. And - you need to have a clear perspective on your brand's objectives, based on where the brand is in its lifecycle (launch, growth, maturity, decline). Is the brand meeting its objectives? If not, then you need to consider why that is - and potentially revise the brand strategy in order to get back on track. The Brand Identity, Messaging, and Experience should all cascade from the overall brand strategy.

Customer feedback is THE only indicator of an ineffective brand strategy. I don't like the word "outdated". Outdated suggests the founder or leadership team are bored with their brand and that is never a good reason to change it. In the words of Dwayne The Rock Johnson, "It doesn't matter what you think!" What matters is what your target customers think and if they respond positively to your brand. If they do, don't change a thing. If they don't, then you need to conduct research, find where the misalignment is happening, and bridge the gaps.

Spotting an outdated brand strategy can be as straightforward as listening to our customers. When feedback trends negative, it's a clear alarm bell. Rather than masking symptoms—like reducing review requests—we dive into the root causes. Exit interviews are gold mines of insight, revealing not just what we're missing, but how we can pivot effectively. Each piece of negative feedback is a stepping stone towards improvement. Our goal? Transform every critique into a catalyst for positive change, ensuring our brand evolves in a way that resonates with customers and reinforces their trust and satisfaction.

Picture a cosmetics brand that receives a surge in negative comments on social media about the quality of their products. Despite once being a go-to choice for consumers, they've failed to innovate and keep up with trends in the beauty industry. The negative feedback spreads, impacting their reputation and leading to a loss of customer trust.

When we get positive feedback, we usually fall asleep and stop improving. But times are changing at lightning speed; we must listen to our audience and constantly build our competence, products, and services.

Consider a brand once drowning in negative feedback: Domino's Pizza. Complaints about taste and quality were deafening. Their response? A radical reinvention. Acknowledging flaws, they launched a transparent ad campaign, revamped recipes, and invited customer critiques. The result? A surge in positive feedback. MyFitnessPal, was once marred by negative feedback on usability. The response wasn't silence but a user-centric overhaul. By addressing concerns and implementing user-friendly updates, the brand not only retained users but gained positive feedback for its responsiveness. Negative feedback is a dissonant note that demands attention. Listen, adapt, and let the positive feedback be the crescendo in your brand voice.

Listen to the crowd—or lack thereof. If your brand feedback is a chorus of negatives, consider it a wake-up call. Is your brand personality stuck in a time warp? If it feels bland, like Old Spice's outdated tones, it's a sign. Refresh your persona, just as they did, turning from conservative scents to a vibrant, humorous personality that engages a new generation. Yahoo missed a step by adapting too late, so timing matters. Also, Stay in tune with cultural rhythms. Pepsi stumbled with a Kendall Jenner ad that didn't fit the cultural beat. Brands should be aware of societal nuances to avoid missteps and connect with people.

Another clear telltale sign of an outdated brand strategy is evident when there are internal issues—where employees become disillusioned with the purpose, values, and mantras of the brand. Secondly, if the brand is poorly utilized, it further indicates a need for strategy refinement. The lack of a unified internal and external vision can significantly undermine a brand and damage how the target audience perceives the 'product' or 'concept'.

Analyze everything. Even when everything is functioning smoothly, it's crucial to regularly evaluate your brand strategy customers, market trends, and competition. Identify your strengths, but, more importantly, pinpoint any weaknesses.

Well, often ignored is the changing regulatory landscape. Changes in regulations or industry standards impact how brands operate. An outdated brand strategy may lead to non-compliance, resulting in reputation damage and other legal repercussions. Therefore, regularly reviewing brand strategy in light of any regulatory changes or industry standards ensures ongoing compliance. Such a proactive approach will help demonstrate ethics and enhance brand's reputation.