PITFALLS TO AVOID

n Don’t be the business that does all the hard work to build your brand and then discover your brand can’t operate in that new territory you want to expand into and you have to go through an exercise of re-branding. Consider your future and plan ahead, as much as possible.

n Don’t be the brand that doesn’t protect your brand IP. It’s an additional piece of work that should be considered an investment in your business. Protect your assets.

n Don’t build the brand and then leave it. Continue to monitor it and periodically review it, check it’s still fit for purpose. Even if your product or service has not fundamentally changed, something around your business will have, and you need to consider that change alongside your brand to stay relevant.

I trust reading this you’re inspired to develop and nurture your brand, and realise how taking a brand optimising approach can help you deliver a greater customer experience to ultimately help you attract, engage and win better business.

To start to discover how to unlock the potential of your brand, why not take our complimentary Marketing Performance Scorecard?

E: jarmila.yu@yuniquemarketing.com www.yuniquemarketing.com/scorecard

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