Building a strong brand takes commitment, time and hard work, but the result is one of the most valuable assets a company can own. That said, not all assets are static, and your brand image is no exception.
In building your brand, you are creating a new definition with the aim of making it a household name. When people think of tissue, they instantly think of Kleenex. That’s the sort of association you want. Instant identification in the mind of the customer is not enough thoughâ€¦ you also need that identification to represent competence, quality, authenticity and credibility. At the same time, your brand needs to remain dynamic, relevant, and at the top of mind while retaining its established heritage and identity.
In the end, the message your brand puts forward must ring true to your business, in its current state, its history, and in what you hope for the future. When your brand image doesn’t represent the message you want to convey, it’s time to consider making a change.