When was the last time you sat down and evaluated your brand’s health? I don’t mean just looking at sales numbers and net profits, I mean analyzing every aspect of your brand to ensure it’s reaching its full potential. I call this process a Brand Check-up, and it’s an essential part of your ongoing brand strategy.
Conducting a Brand Check-up isn’t difficult. The simplest way is to use a classic SWOT Analysis and analyze your brand’s strengths, weaknesses, opportunities and threats. Many marketers these days devalue a SWOT Analysis, but I truly believe there is no better way to get all the details of your brand’s current position and to determine areas for improvement, concentration and growth than with a simple SWOT Analysis.
A one-time SWOT Analysis does not make a Brand Health Strategy though. To maintain your brand’s health, you need to do preventative maintenance on it. A Brand Check-up should be done at least quarterly where you create a detailed SWOT Analysis and compare it to prior SWOT Analyses to determine where your brand was, where it is now and where it needs to go. Doing so will allow you to make the necessary strategic and tactical changes to achieve your goals for that brand.
In the 21st century, the marketplace, brands, consumer opinions and behaviors, and products change at lightening speed. Don’t get left behind. Conduct Brand Check-ups so you are ahead of the curve.
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015