The success of your organization depends, in large measure, on the strength of your brand. But when should you bring in outside expertise to help you make a serious brand assessment?
• When you’ve decided to launch a new start-up.
• When you’re considering buying, or you’ve just bought, an existing company.
• When you’re considering a merger, or you’ve just merged, with another company.
• When you’re launching a new product or service.
• When your brand is getting completely overshadowed by a stronger brand.
• When your profits are falling off.
• When you’re losing market share.
• When not enough people “get” your brand.
• When you’re an also-ran in your market category.
• When customers think you’re indistinguishable from your competitors.
• When you’re not sure what you should brand – the company or the product?
• When your brand hierarchy is confusing, even to you.
• When your customers are strangely unhappy in their dealings with you.
• When your brand identity doesn’t accurately reflect the nature of your business.
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• When you're considering an IPO filing.
• When your brand identity is boring, dated or stale.
• When your brand identity is inconsistently expressed across different media and customer touch points.
• When your staff seems oddly reluctant to wear your company shirts, caps, etc.
• When neither your ad agency nor your PR agency seem to understand your brand.
• When your brand is interpreted differently by different executives within your company.
• When your organization doesn’t understand the value of an effective brand.
• When you’ve expanded, or are thinking about expanding, into new market sectors.
• When you’re thinking of expanding into new territories – especially if you’re going global.
• When you can’t get your executive team or staff to buy into your brand.
• When your company regards the cost of branding as an expense – like paper clips – instead of recognizing the investment that it really is.
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