What do you do if your brand development decisions are not in line with your overall brand strategy?

In my experience, following can massively help 1. Customer Feedback Analysis: Review feedback to refine brand strategy and decision-making. 2. Competitor Analysis: Identify opportunities by analyzing competitors. 3. Employee Involvement: Engage employees for diverse perspectives and ownership. 4. Consistency Enforcement: Ensure consistency across all brand touchpoints.

xtend your feedback loops beyond customers to include employees, partners, and other stakeholders. By gathering insights from diverse perspectives, you gain a comprehensive understanding of your brand's positioning and potential areas for improvement.

It's important to reassess and realign the approach. Review Brand Strategy Identify the Gap Evaluate the Impact Make Adjustments Communicate Internally Monitor and Measure brand strategy is a dynamic process, and it's okay to make adjustments along the way to ensure that the brand remains relevant and consistent.

To assess gaps between brand development decisions and overall strategy: Conduct Customer Journey Mapping: Analyze customer touchpoints to identify discrepancies between intended brand experience and actual perception. This reveals areas for improvement and alignment. Perform Brand Alignment Workshops: Engage stakeholders in interactive sessions to review brand strategy and recent decisions. Discuss how these decisions align with brand values, positioning, and long-term goals. Utilize Performance Metrics: Establish KPIs aligned with brand strategy and regularly monitor them to gauge effectiveness. Measure brand health metrics, customer satisfaction, and market share to identify gaps and areas needing adjustment.

Recuerda que lo más importante de una marca y de su estrategia de marketing no está en el exterior. No, no son tus clientes o los productos que vendes, lo más importante eres tú, el creador o creadora de la marca. Si tu Marca no está alineada con tus acciones de marketing es porque aún no has encontrado la identidad que quieres comunicar. Una marca no solo es comunicación sino una serie de creencias que la hacen simplemente SER. Siempre lo decimos a nuestros clientes, antes de la comunicación y el marketing es necesario establecer la identidad y relato de marca. Haz una reunión con tus socios y directivos para determinar lo que quieren que su MARCA sea para que a partir de ahí comuniquen congruentemente.

Embrace a culture of continuous improvement by integrating feedback loops and performance metrics into your brand strategy review process.

Sometimes, the strategy itself may need adjustments. Ensure it is flexible enough to adapt to changing market conditions without losing sight of your core brand values and long-term objectives. Re-evaluating your target audience, competitive landscape, and brand positioning could provide new insights.

Ya que tienes tu identidad y relato de marca es momento de entrar de lleno a la estrategia. Y por favor recuerda, la estrategia no es una táctica de marketing, sino el diseño del camino que seguirás para conseguir los objetivos que estás buscando. En este camino es en el que aplicarás distintas tácticas de marketing que te ayudarán a comunicar o obtener lo que quieres. Muy importante: los ajustes de la estrategia de marketing se hacen tomando en cuenta lo que SÍ FUNCIONA de tu estrategia actual. Si pretender cambiar de estrategia a cada rato entonces te será más difícil obtener resultados. En cualquier estrategia, siempre hay algo que funciona. Eso es lo que debes adaptar, transformar e iterar para conseguir tus objetivos.

Implement a comprehensive approach to brand integration by aligning not only external-facing elements like logo and website but also internal aspects such as company culture with your brand strategy.

Mistakes don't happen by accident (and neither do successes). To avoid repeating branding mistakes over and over, it's imperative to thoroughly analyze failures for their root cause. Don't hesitate to obtain feedback from stakeholders - while reading through one-star Trustpilot reviews of a brand you have worked so hard to develop is painful, it's essential to determine what about your brand's strategy you must improve to improve your brand's perception.

Esto podrá parecer una reiteración, pero en lugar de aprender de los errores, aprende de lo que sí funciona. Miles de compañías, de cualquier tamaño, insisten en ver lo que no está funcionando y al hacerlo dejan de ver aquello que sí funcionó. Por mínimo que sea, lo que sí funciona te da una guía de por dónde seguir y obviamente, si repites lo que sí te está dando resultados, lo que te alejad de ellos naturalmente lo dejarás de hacer. Los errores no deberían ser el foco central de tu atención. Los aciertos sí lo deben ser.

It helps at time to get an outside-in view. Learn about what other companies are doing. No need to re-invent the wheel. Experts can be consultancies but also try doing a search with AI driven programs. You may be surprised what you find.

For a personal brand, if your brand development decisions don't align with your overall brand strategy, consider writing a book. It allows you to articulate your brand's values, vision, and unique selling points, solidifying your brand identity. A book positions you as an authority in your field, enhancing brand credibility and attracting your target audience. Through storytelling and expertise sharing, you can reinforce your brand message and establish a strong connection with your audience, guiding them towards your brand's intended direction.