Know your brand and why it works (assuming that it does). Then stay on target with that brand and use it as an established formula and consistent platform for all that you choose to market going forward. Your brand is your identity - put simply, when you change your brand, you lose your established identity and have to start building credibility, consistency and a reputation for quality with a new one. You may lose a tremendous intangible but income-producing asset in the re-branding process. This is not merely a superficial change -- it is a change which can make you virtually unrecognizable to your loyal audience, subscribers and customers.
The Mad Marketing Tactics Blog is part of a brand -- there is a style; there is a substance; there is an ugly red button; there is a subject matter focus; there is a sardonic presentation; there is a guy sitting in the pilot seat.
A case-in-point discusses how Oprah Winfrey started losing her audience, influence and traction when she all-too-radically changed her brand to the OWN Network. This article brief appears courtesy of SmartBrief and The SmartBrief Blog:
Where Oprah went wrong with her brand
Oprah Winfrey's brand has slumped since the media mogul ditched her network TV show to launch the OWN cable channel, Henna Inam writes. Things have started to pick up, though, since Winfrey went back to basics, using the channel to host book clubs and celebrity interviews. "Bottom line: Know your brand. Your authenticity is what creates connection -- and authenticity and connection never go out of style -- even if the world around us changes," Inam writes. SmartBrief/SmartBlog on Leadership (1/22)
---------------
The stronger your brand, the more you stand to lose by altering it. Be cognizant: Your brand is the thread that ties your client base to you.
Take Away List: What YOUR BRAND Consists Of:
1) Your name.
2) What you do, and how you do it differently from others.
3) Your Logotype, trademarks and other intellectual property.
4) Your catchphrase or slogan.
5) Your theme song (jingle) if you have one.
6) Those things (tangible and intangible) associated with your name.
7) The toughie: What Your Audience, Admirers, Followers Or Clients Have Come To Expect Of You -- that undefinable "magic" that makes them comfortable with you and all that you do, represent and endorse.
Be careful to build on a brand -- your brand -- without changing its time-honored, valuable stabilizing and comforting elements.
Thank you, as always for reading me, sharing my articles on your social media, and for making me feel useful.
Douglas E. Castle for The Mad Marketing Tactics Blog, The Business And Project Planning And Management Blog and for all of the blogs (losing track of em!) associated with
CFI - CrowdFunding Incubator LLC
#MadMarketing
***
0 comments:
Post a Comment