Is there an unsuccessful brand? 3 guides to transform corporate image

There is no unsuccessful mark. There are brands that do not strive to work on their corporate image. It is not enough to say the best product or service. You need to be relevant and generate brand identity with your audience. An image represents your business as a whole.

Companies hire specialists for the consolidation process in the market to minimize risk and achieve goals. There are brands that do not care about working their corporate image. But there are companies working on the restructuring of their brands to recover the image due to wear and tear caused by failures over time.

If you intend to hire a professional to take care of your company’s corporate image, read our tips first:

1. Do research with your audience

At this stage it is essential to define and understand who we talk to and what their habits are. There is only one way, as defined by Tony Hsieh (entrepreneur of Zappos), during the National Retail Federation 2016:

“Do research with your client, you will identify how to sell more to yourself.”

It makes more assertive the understanding of how consumer groups or buyer personas behave and what motivates them to choose one brand over another in that way. Corporate image is associated with what your audience thinks about your brand.

Ideally, polls should be anonymous and less inductive so that the public is not influenced. In surveys, show options for logos, slogans, color combinations, and other characteristics of the product or segment category. Ask the audience to signal their feelings about what they are seeing. Record common points of these brands, strengths and perceptions that pass to the public.

2. Do not be afraid to change

Some people believe that the corporate image is perpetual, as any change could affect the relationship with its consumers. But this is a misunderstanding

Take the example of Google: after 17 years there has been a change in your logo. Then the company disclosed the reasons for the change to the world. In explanation, the logo consumes less data and is more accessible for slow connections. Of course, there were positive and negative reviews. But the fact is that Google has managed to attract all the spotlight for itself and no one has stopped using the tool for that. What happened was that the company’s image got even stronger.

Of course you will not be constantly changing, but if the reformulation is strategic, do not be afraid and move on.

3. Be bold in your corporate image

Marketing strategies and positioning emphasize the differential of your company and impact on the corporate image. If your strategy is bold, remember to maintain consistency in your communication for your audience to perceive correctly.

After all, changing for change does not make sense. If it is to change, it is something truly transformative. Above all, the change has a positive impact on your financial spreadsheet. Rely on experts because an outsider’s view of the business can evidence points not previously perceived by those within the company.

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