Why would you actually want to work on brand growth? It’s going well, isn’t it? Turnover is in good shape and the successes of yesteryear are still yielding returns. Why think about brand growth when you can sit back and relax?That is a real option if you feel fine in a luxury retirement home construction. But if you want to remain relevant as a brand and also want to play a significant role in the market in 5 years’ time, you have to keep moving. Continuously developing your brand and responding to changing needs and circumstances is necessary to remain successful.
The world around you changes. Consumers expect more from brands and are not afraid to show this regularly. The media no longer exist, there is a fragmented landscape of stations, channels and platforms where you as a brand have to be present and active. In the meantime, the competitors and colleagues are not sitting still either. You have to keep developing your brand to keep up and stay successful. So: brand growth is a must.
How do you ensure that you grow as a brand? You can get started on the basis of fingerspitzen and gut feeling. But, you can also do it in a factual and data-structured way. If you do the latter, you can distinguish five steps that lead to successful and lasting brand growth.
1. (Re)discover the inspiration
What is the reason for the existence of the company Accounting Directors Email Lists and brand? Where is the inspiration? The origin of this often lies with the founder. Talk to him or her to (re)find the original motive. Dig up the stories from the very beginning.
That drive, that mission: how do you keep it alive as a brand and organization? Think of the spirit of Steve Jobs. Can you still find it in today’s Apple? Have you found the soul and drive, how do you take it with you into the future? That is the basis for further growth.
2. Determine your brand strategy
From that inspiration you determine the brand objective and brand strategy. What is the right strategy? As a brand, of course, you determine that yourself. Does Byron Sharp’s strategy – in a nutshell: physical and mental availability, being present on as many channels and media as possible – well with your brand? Or is Kevin Lane Keller’s brand pyramid more suitable, where you build up from brand awareness to loyalty and ambassadorship.