WHY YOU NEED A BRANDING AUDIT
KEY TAKEAWAY: Your customers are more sophisticated when it comes to interpreting design cues than ever before. If your business doesn't appeal to their aesthetic tastes or present content in the ways that they want to consume it, they won't waste their time interacting with your brand - they'll simply move on to another business that "gets it".
I have a theory I want to put to you: It’s clear to me that as a society of consumers, our brains have been rewired by the internet and social media. We now have more choice when it comes to how we spend our money than ever before. We’re more design literate, more selective, and our appetite for fresh content has grown. We’re also more attuned to the stories brands tap into to give their products meaning, and we’re more invested in how our own identities as individuals and members of particular communities are shaped by those stories.
Think about it this way… As a nation, we all used to gather around our TVs and watch the same shows. In the ad breaks, big brands would bombard us all with the generalised messages they wanted us to absorb… Frosted Flakes are grrrrrreat…. Nike’s shoes make you faster…. Mc Donald's makes you smile…
But things have changed. Today we live in an on-demand world where algorithms tailor content to suit our tastes. I watch Youtube and Netflix, not television. On Instagram, I’m following people, and brands, and artists who create work that I find visually compelling. I don’t follow even my closest friends if they post crappy photos than I don’t enjoy looking at. There’s so much beautiful stuff to check out, that I’m very discerning about filtering out anything that isn’t compelling to me.
Because pixls track my online behaviour, the ‘internet’ knows what brands and products that digital fingerprint indicates I’ll be inclined to interact with, and it serves me up the ad content it knows will best tempt me, crafted by marketers who know the kinds of messages I’m likely to be receptive to. This is the echo-chamber we’re all living in. And I want to remind you that the echo-chamber isn’t just showing us the content it thinks we want to see in terms of words and subject-matter. There’s a visual, aesthetic component to this filtering. The point is that people are becoming habituated to seeing their personal style constantly being reflected back to them on their social media feeds, and unless your business can play the game of producing visually appropriate content that meets their aesthetic standards too, your business won’t get the attention it deserves.
Is the outdated design of your brand turning off your customers?
Are you using a visual language on your social media feeds that makes them switch off?
Are the people you’re trying to target taking one look at your website, Facebook, or brochures and immediately tuning out because the cues you’re unintentionally sending communicate that your business isn’t really for them?
I see this problem a lot.
Outdated branding can be really hard for business owners to detect, especially if you’ve been running your company for a while, or if you aren’t particularly well attuned to the design trends that are constantly shaping and re-shaping the way people judge whether a brand is likely to deliver what they’re looking for.
In this free course, I’m going to teach you the key principles of what good branding involves. Then I’ll guide you through the process of recognising whether the brand elements you’re currently using are helping your business goals, or hindering them.
Together, we’re going to analyze the impression your business is making through your customer's’ eyes, and take steps to fix any issues that arise so you can stop missing out on the business you didn’t even know you were losing by not optimising your brand’s appeal. Welcome to The Branding Fix.