The Unexpected Way You May Be Killing Your Brand

July 8, 2016

2:30 pm

When it comes to digital media, there seems to be a plethora of ways for you to get your brand out there. From social media to content creation to sponsorships, there are almost as many paths to connecting with your audience as there are companies with products. But even with so many avenues to take when it comes to getting out there, it can be difficult to keep that momentum going. In fact, after the initial buzz has worn off, many companies can find themselves struggling with a new kind of branding issue.

Here’s how can you protect your company from stumbling into this common branding issue, and how to overcome it.

The Unsuspecting Brand Killer

Having a popular brand takes more work than to just rely on marketing alone. Recognition can play a vital role in growing your audience, but it can also leave you in a rut. Without adaptability, it’s likely that you’re making yourself vulnerable to a growing problem reaching digital businesses.

So what is one of the biggest issues facing digital businesses today? Fatigue.

Brand fatigue can come from exhausting an idea that no longer fully serve your company’s or audience’s needs. Pinterest has been a recent example of this – by switching out one of their core assets, the pin button, Pinterest has caused an unexpected shift from their audience.

Being consistent with branding can help keep brand fatigue at bay, but even if you need a change, there are a few ways you can go about it without losing your audience.

Protecting Your Digital Business

As the LinkedIn article explores, fatigue is important because it forces brands to remain adaptable for their audience. As it writes:

“Yet, brand is guided by consumers. More specifically, by consumer research that is done to determine what your brand needs to be in order for them to identify with, and buy, from you. Consumer research properly distilled will yield a usable brand position and attributes. The attributes help inform how you communicate so consumers know how to feel about you.”

Ensuring that your digital business can overcome brand fatigue means that you have to push for adaptability and innovation. Learn from your audience – where are they spending their time and money online? What trends are they creating and gravitating towards online? Understanding how your digital business can be of use to the ever-changing digital landscape will help to prove that your business can stand the test of time.

Image via Stocksnap

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Cameron is a tech and culture journalist, comic book enthusiast, and lives near New York City. A graduate of Stockton University, she's using her words to shift the world of online journalism, one byline at a time. When she's not writing, she can be found reading sci-fi novels, collecting succulents, and planning her next obnoxious hair color. Cameron is an editorial fellow at Tech.Co. Send your tips to cameron@tech.co or tweet @BlkGirlManifest.

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