Brand optimization
is vital in helping your brand adapt to changes in today’s ultra-competitive business
environment. Constant innovation in the field of business is almost mandatory for
survival and success, and brand optimization is one of the ways to stay ahead
of the competition. Here are a few pointers on why and when you should optimize
your brand.
Why? Brand optimization
is a narrowly focused, carefully positioned technique crafted to connect your
product or brand with specific audiences. It aims to get the target market to
find you or your product when they’re looking for it. An optimized brand presents
key messages and evokes vivid images, which places your audience where you need
them to be—captivated enough and drawn to what you have to say or offer. They inquire, join, refer, click through, enroll,
or buy. It’s called the point of choice.
When? Optimize your
brand when the image you’re trying
to convey for your brand isn’t clear. The message you had put out may not have been
negative, but neither was the brand seen as stronger or better than its competitors.
Unless promptly addressed, this lack of an effective identity or brand
recognition can only perpetuate uncertainty or lack of confidence in the
brand’s authority among prospective customers.
Optimize your
brand, too, if the image is tarnished—and do it quickly! Letting it go unaddressed
might only lead to a downward spiral that might even be tougher to handle or to
fix. If people do not distinguish your brand from others, then your market position
is compromised, and that it looks like the strategies you employed until then have
failed to establish a single, recognizable identity for your brand.
