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  Revisiting your brand when your products are not selling can be a daunting task, but it is essential in order to stay relevant and competitive in the market. In today’s rapidly changing business environment, it is essential to have a well-thought-out marketing communications strategy. By revisiting your brand, you can take the necessary steps to re-position your products and increase their sales.
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A brand is a combination of the promises you make to your customers and the perception that customers have of your business. When your products are not selling, it’s important to look at both aspects of your brand and make changes where necessary. A well-executed marketing communications strategy can help you communicate these changes to your customers and increase the perception of your brand. The first step in revising your brand is to evaluate your brand promise. This means examining the benefits and features of your products and ensuring that they meet the needs and expectations of your target market. If your brand promise is not clear or if it is not meeting the needs of your customers, it is time to re-position it. For example, if your products are not selling because they are not seen as high-quality, you may need to improve the quality of your products or change your brand promise to emphasize the quality of your products. Once you have evaluated your brand promise, it is time to look at the perception of your brand. This means examining how your customers view your brand and what they associate with it. You can do this by conducting market research, asking for feedback from your customers, or conducting a brand audit. The information gathered from these activities can help you identify areas where you can improve your brand perception.
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Once you have a clear understanding of your brand promise and perception, it is time to revise your marketing communications strategy. This involves updating your messaging and branding to ensure that they align with your brand promise and perception. For example, if your brand promise is to provide high-quality products, your marketing communications should emphasize this aspect of your brand and communicate the benefits of high-quality products to your customers. One effective way to revise your marketing communications strategy is to create a brand strategy document. This document should outline the key elements of your brand, including your brand promise, brand perception, target audience, and marketing goals. The document should also include a plan for how you will communicate your brand to your target audience, including the use of social media, advertising, and other marketing tactics. Another important aspect of revising your marketing communications strategy is updating your branding. This includes revising your logo, tagline, and other visual elements of your brand. By updating your branding, you can communicate a fresh, new look to your customers and improve the perception of your brand.
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In addition to updating your marketing communications strategy and branding, it is also important to measure the effectiveness of your changes. This can be done by tracking the sales of your products, conducting customer surveys, and analyzing your marketing results. By measuring the effectiveness of your changes, you can make further adjustments to your marketing communications strategy to improve the sales of your products. In conclusion, revisiting your brand when your products are not selling is an essential step in staying competitive and relevant in today’s rapidly changing business environment. By evaluating your brand promise and perception, revising your marketing communications strategy, updating your branding, and measuring the effectiveness of your changes, you can increase the sales of your products and improve the perception of your brand. Don’t be afraid to make changes – they can lead to significant improvements in the success of your business. Featured Image Source: Peel Research Services
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This article was first published on 11th February 2023

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