Powering up brand strength requires looking internally first to ensure the entire organization is engaged in the brand. Brands must be sold to staff as well as external customers.

Companies spend a lot of money and effort building brands, only to find the brands did not keep up with the times. Businesses operating for a long period of time often have to rework their brands simply because markets change. What worked in the past may be ineffective in the future. One of the consequences of a more interconnected and competitive marketplace is the need to power up brands to develop the strength and influence required to remain competitive in the consumer and talent pool markets. A strong brand influences customer purchasing decisions and builds customer loyalty, critical to retaining customers able to network with ease. Brand strength also plays a role in a company’s ability to attract and retain needed talent and innovative suppliers. In other words, brand strength refers to its ability to achieve results in the future. This nuance of brand management is easy to miss because it almost seems to go against human nature to change something that has worked in the past.

Does Not Need to be Broken to Get Fixed