Plot a Course Correction

How Do You Plot a Course Correction for Your Brand?

Sometimes, in business, it can feel as though your brand is far from what you want. This can be something that audiences feel as well—this might even be what leads you to realize it in the first place, having customers drift away from your business in favor of your competitors. 

How do you get your brand back on track? Of course, the answer to this question depends on what’s wrong, but it might also be that enough individual elements are off base enough for you to plan an overall refresh of your brand, a second debut.

Redesign Your Logo

Your course correction won’t mean anything if your audience can’t judge for themselves that a change has occurred. While you might be careful to debut this “new phase” of your business as loudly as possible through your communication channels, this isn’t going to reach everybody. In this case, a simple visual cue might do the trick, even if this is as straightforward as a revamped logo.

There is a deceptive amount of complexity involved in how you go about this. Looking at famous logo redesigns, it might seem as though they’ve just simplified elements of it or leaned into the minimalist aesthetic; they’re intentional changes used to judge the tastes of the times better. Besides, what does a fresh minimalist look convey if not that you’ve streamlined your business to meet modern expectations? 

The visual language of your logo can do a lot with just a little, but it’s also essential that you don’t change so much that your brand becomes unrecognizable. Of course, this might be a direction you’re interested in if things are going especially severely, but that might be a more extreme case than a simple redesign.

Focus Your Brand

It might also be that you were spreading yourself too thin before and failing to fully embrace your audience or industry out of fear of alienating certain audiences. A narrower focus can allow you to better explore what you do well, which might help generate interest from those who you’re directly appealing to. At first, it’s difficult to see this in a way that isn’t just removing potential audiences, but even the removal of those audiences isn’t guaranteed.

For example, when it comes to your marketing, having professionals who know how to navigate the sphere of your specific industry is important. Professionals who specialize in marketing for construction companies are going to be aware of what makes these brands more appealing to the right audiences and which channels are worth exploring and which aren’t. If you can increase your brand awareness in the right places, you might find you’re well on the way to where you want to be.

The Grand Debut

As for the debut itself, you’ll want to come prepared. It’s easy to say that this is a grand new start for your company, but what difference is that going to make if it’s all empty words and promises? Such an approach might help to generate interest initially, but it likely won’t take long for audiences to see through the façade, and at that point, you might be much less likely to get another chance at winning them over. 

With this in mind, it might be that you only think about announcing and staging this debut across your digital platforms when you’ve made the necessary preparations, such as overhauling key parts of your service or taking the steps toward a new marketing approach.

Something that you could do here in order to appeal to certain audiences might be to host a promotional offer. With this, not only have you discovered yet another avenue for marketing, but you’ve done so in such a way that can easily draw in new audiences. After all, someone who has never even heard of your business might be much more likely to consider you when there’s the offer of a discount or a free trial—what do they have to lose? Nothing, but you have everything to gain by using this as an opportunity to make a first impression that sticks with them and keeps them coming back.

A Bad PR Situation

Maybe what happened to your brand wasn’t some sort of gradual decline, but instead a sudden situation where you’ve found yourself in the middle of a bad PR situation. Regaining your audience’s trust after this can be very difficult, and it might even require some internal, structural changes in order to address the problem at hand. 

If it came to pass, for instance, that there was backlash against the working conditions of your company, and that crunch conditions and a hostile environment was the norm, this might not pass until action has been taken to change the situation. It’s all well and good to assure everyone that you’ve learned from your mistakes, but until changes are actually made, they have no reason to believe you. Acting on this can be a step toward restoring that trust, and in this case, you might find that people aren’t comfortable with the idea of working for your brand until some significant steps have been taken to improve working conditions.

Not all PR situations are going to be as straightforward as this, though. Sometimes, there might be an issue of contradictory perspectives, or an initial response to the problem doing nothing but making the issue worse. It might even be worth your time to enlist the help of professionals to help you to navigate the storm if you’re struggling.

Where to Begin?

With all these steps available to you, which one should you take first? That’s got to be something that you apply based on your own present situation, but having a plan here is important. After all, you don’t want to spend time making a positive step in the right direction only to have to start over again because the step after that was hastily put together.