Always Consult Your Customers

2. ALWAYS CONSULT YOUR CUSTOMERS

Always treat your existing brand as sacrosanct – even if you don’t like it. Your brand is a beacon of your offering to your customers. The only reason to not reference to your existing customers is if you are moving to a market that does not involve your current customer base.

Be careful how you ask your questions. The examples below show how you can get opposite answers from within the same poll.

  • 1. Does our 30-yr old logo look less modern and exciting in comparison to all the younger companies (I have selected for you to review), and does this reflect negatively on our company?
    • Polled response is 85% in the affirmative that the logo looks tired and reflects negatively on our business
  • 2. Might the issues of having to recognize a new logo, and replace all the existing materials create any confusion that might adversely affect your continued purchase of our product?
    • Polled response is 85% in the affirmative that a brand refresh may create some confusion and might adversely affect a customer’s continued purchase of our product.

Start by asking the customer about their values associated to their need for the product or service you provide. Once you have these insights you can ask to what extent your brand addresses their values. This way you can learn what you really need to do to with your brand refresh to make a difference to your marketing success.

  • Attracting Customers
  • Building Relationships
  • Eliminating Competition

Hydrogen Creative builds marketing, advertising and creative communications that reach for your goals.

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