Another essential part of your strategy should involve regularly evaluating your brand and where your business is positioned in the market compared to competitors. If your competitors are moving with the times and adapting to the changes regularly, then this should be something to take into consideration.

An element of this brand evaluation should involve a SWOT (strengths, weaknesses, opportunities, threats) analysis. This allows you to pinpoint in detail what it is you are doing well and so how you can enhance this, what it is you are not doing so well and therefore how can you improve, what you can take advantage of and potential risks to the business. As an example, if one of your competitors has recently gone bust, then this is a fantastic opportunity to reach out to their customers and tailor your offerings to meet their needs.  

Once you are aware of your strengths and opportunities, you can begin to pick out what is unique about your offering and will, therefore, entice your target audience to buy from you. Having previously carried out your market research, you will understand your competitors USPs (unique selling points), ensuring yours are different and more appealing to customers. Now these have been established, shout about them! However…

Your brand and messaging must be consistent throughout all marketing methods you implement, whether this on your website, social media, email marketing, telephone communications and so on. If the aim is for your brand to reflect professionalism and quality, then you wouldn’t want your social media posts to include funny or rude ‘memes’ or ‘gifs’ unrelated to the service. Maintaining consistency will highlight to potential customers that you are an efficient company who strive to deliver excellence in all aspects of your offerings. Remember, your brand isn’t just a logo or strapline but the entire customer experience from start to finish… see our branding blog for further details.  

Continuously evaluating your brand in comparison to competitors and the changing market is important to remain competitive. This is a great way to achieve growth, as brands who look out of date or have a website that is difficult to navigate, for instance, will instantly deter customers from enquiring further. Customers will more likely go to competitors who look shiny and new, with a website that allows them to easily get in contact with them or access their services.

If you want further advice or assistance on brand evaluation then please feel free to get in touch and call on 01256 806333 or email info@fruitfulmarketing.co.uk.

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