Some Entrepreneurs try to build the identity of their brand by imitating other well-established players in the industry. This strategy will prove futile.
If you are already the mastermind calling the shots for a brand that is struggling, my first suggestion is to turn to your existing customers. You would be surprised how much you can benefit from some good old-fashioned research by means of a brand audit. Carefully assess what customers currently think about your brand and what they think it represents.
You may be quite horrified to realize that your clients have completely misunderstood the voice of your brand. In the same breath, take the time to find out how they think your brand fares against the competition. Your business and your brand might be too close to your heart for you to critique it objectively. This can be achieved by means of online surveys or even in-house questionnaires. The key to getting the right information is to ask the right questions. Ask clear, simple questions that get straight to the point.
“The art and science of asking questions is the source of all knowledge.” – Thomas Berger
“There are no right answers to wrong questions.” – Ursula K. Le Guin
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