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As 2023 approaches, so does an opportunity to reflect on the strengths and pain points of your brand. When we talk about a strong brand we are looking at far more than a striking visual identity, we are looking at the many moving parts that influence how people perceive your business. So, before you get swept away thinking about exciting new plans for 2023 it’s the perfect time to pause and ask yourself the following questions…

1. Are you taking a truly customer-centric approach?

A lot can change in a year, including your audience – it’s important to constantly reassess and evolve as they do. You may have commissioned research once upon a time, but does it need to be updated? Are you collecting valuable customer feedback across their journey? Are you adapting your products or services, and the way you deliver them, based on the feedback you receive?

When it comes to understanding your audience you need to go deep – think beyond the basics of age, gender and income. Look at their beliefs, hopes, dreams, pain points and pressures, how they like to purchase, what they think is lacking in the market, and how they feel about competitors’ business practices. Collecting primary data can involve a variety of quantitative and qualitative methods including interviews, customer focus groups, surveys and more prevalently using social media. When a brand’s entire strategy is customer-centric, brand sentiment is one of the most valuable metrics to use. A Deloitte study revealed that customers who enjoy positive experiences are likely to spend 140 percent more than customers who report negative experiences. The data proves it, customer-centric brands are more likely to succeed, so ask yourself; is your approach customer-centric?

2. Is your brand aligned, internally and externally?

As Simon Sinek says “Customers will never love a company until the employees love it first.” Building a strong internal brand is mission-critical to business success, after all, there are no greater brand advocates (or detractors) than your team.

Brand alignment ensures consistency and trust, reinforces identity, and builds a positive customer experience. Businesses can often fall into the habit of focusing on externally facing communications while neglecting to ensure all employees are living and breathing the brand values, that all departments are working to the same goals, and are reinforcing the company’s competitive advantage. Here are some brand building tips to help guide you in ensuring first-class brand alignment.

3. What has been impactful?

Many organisations get into a routine of box ticking – doing things they ‘have always done’ without reconsidering ‘is this still adding value?’. Before you start considering what you might add in 2023 first consider what you should keep from 2022… What has created maximum impact in consideration of time and money spent? On the flip side consider, what are you doing with minimal or no return? Rather than add, add, add we are big fans of a little new year spring cleaning. How can you do less, but better? It’s always smart to build on what has worked, trim what has not, and always have a little budget set aside for new ideas and experimentation.

By taking the time to ask yourself these three questions, you’ll be ready to look at how you can build a stronger brand in 2023. You don’t need to go on this journey alone; we’re passionate about building connections between brands and their customers, telling brand stories that are authentic and implementing our unique methodology to create wonderful things. If you’d like to learn more, get in touch with us.

Written by: Jodie de Vries
Published: December 7, 2022