Have you spent a lot of time and money on your brand look – and it’s just not getting any return on your investment.
What do you do, give up on the brand image and completely reinvent it? Before you do this, here are some areas I would look at first and study before ditching it entirely.
1) Is your online presence good enough, and are you directing your efforts to the correct audience?
Maybe looking more into your Google Analytics will give you more insight into who’s looking at your marketing material, and perhaps some careful changes could improve your responses.
2) Could it be your marketing is the problem instead?
If your brand image is a niche design, so should your marketing be, instead of focusing on getting the attention of as many people as possible (such as using a mass e-mail campaign).
Maybe collecting some data from people you know will be interested in your service or product. Maybe adding a newsletter service on your website and going directly to customers, such as trade shows and fairs, could help.
3) Are the product(s) and service(s) as good as they could be?
Maybe you’re getting people contacting you and visiting your website, but that’s nothing else! Rather than thinking the design is wrong, your product or service may need a few tweaks to improve its message.
It’s always a good idea to get random people and friends to look at your business or product and get some good old honest feedback. Maybe the price isn’t competitive enough, or people are using their phones to visit your website, and the form doesn’t work.
Once you have done the above, a great way to determine whether a brand image is working is to use landing pages and do A/B testing with your design work.
Tweak the brand look on one landing page to be more youthful and the other more mature, and spend a bit of time exploring which one gets the most response.
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