Year after year, brand managers face the challenge of verifying the extent to which the results obtained are aligned with business objectives. If brands are not in the hands of companies but in the minds and hearts of customers, it is really important to measure and check their brand health by contrasting internal data with external information. Its systematic analysis is the best guarantee to correct any deviation and obtain the best results aligned with the expectations of the business but, above all, of the customers.

In this process, the key is to first identify what the brand is and what makes it strong. In this previous article we talked about a 360º vision in this regard, also revealing the difference between Brand Equity and Brand Health. It became clear that there are multiple factors involved in the health of a brand, but what can we do to improve brand health?

1. Strengthen Purpose

Brand Purpose is the reason why the Company exists beyond the sale of services or products, truly reaching a more emotional level. Far beyond a corporate claim , it helps connect brands and people through larger objectives that reach their own environment. While the positioning appeals to meet the functional and emotional needs of the customers, the purpose expresses the soul of the Company and its commitment to society. Strengthening it involves describing it and sharing it with employees, making it really something they live, feel, experience and share.

2. Define Personality

Consumers perceive brands the same way they perceive people. They look for the same realities when they relate to a brand as they do to a person. The brand’s personality (
Brand Personality
) emanates from its own essence and defines all those traits that help it connect with its audience, making it easier for it to stand out from the competition. Once defined, it is important to determine the implications it should have on the use of words and language (
Brand Voice
). If brands are built on relationships, the way in which the brand expresses itself will undoubtedly directly affect those relationships.

3. Strengthen culture

Corporate culture (
Brand Culture
) translates the way of being of an Organization into facts. A strong brand culture achieves an external projection, facilitating differentiation from competitors, as well as an internal cohesive effect, which defines the basic parameters of relationships between people. Avoiding dark zones built on prohibitions, forgetfulness or silence will help to strengthen a global consensus, cohesive one’s own culture and keep it competitive.

4. Align communication

The brand
communication
strategy must be aligned with the business strategy, both internally and externally. In the first instance, it involves aligning processes, structures, systems, and employees towards a common goal. On a second level, it involves completely aligning the Organization with its environment and its different stakeholders, taking into account the multiple points of contact. The benefits are measurable in terms of strengthening positioning, improving relationships, increasing trust… and even reduction of costs dedicated to communication.

5. Multiply the experience

New technologies multiply the points of contact with brands, the traditional consumer journey becomes much more complex and many more channels come into play that draw new scenarios. Brand experiences

are multiplying and require a greater effort of coherence by focusing on the main element that they all have in common: emotions. Only the emotional connection with brands ensures the consistency needed to deliver consistent experiences.

6. Strengthen reputation

While brands create promises,
Brand Reputation
is linked to the expectations they generate. A strong brand reputation has a direct impact on a company’s results and is reflected in different aspects: greater ease of recovery after a crisis, greater capacity to retain and attract talent, greater capacity to penetrate new markets or launch new products… Consumers of the s. XXI demands trust from brands, as a result of their transparency, credibility and good practices. Only with a strong reputation will this goal be achieved.

The health of a brand can be strengthened or weakened by multiple circumstances. Only by monitoring it will we obtain the necessary information to be able to reinforce it and continue to develop according to the objectives defined for it.
If you want to know the health of your brand, we invite you to take our Brand Health Quick Test.

 

Carlos Puig Falcó

President of Branward®

Photos: Shutterstock


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