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3 Ways to Innovate Your Brand To Stay Ahead of the Game

Today’s consumers are more sophisticated than ever before. They are well-informed, digitally literate, and highly discerning—and they aren’t afraid to let brands know when they aren’t impressed.


As a result, it has become increasingly difficult for brands to stand out in the crowded marketplace. To compete, companies must find ways to reinvent their brand so that it remains relevant among an increasing number of competitors.


To avoid get lost in the process, one should ask three powerful questions. What I want to preserve during the reinvention? What no longer serves our purpose or promise? What I need to incorporate?


This article explores three ways you can innovate your brand to stay ahead of the game in the fast-changing world of consumerism.



Change your brand promise


At the most basic level, brands promise consumers something in return for their loyalty. That promise could be quality, convenience, innovation, or any number of other things—but whatever it is, it must be strong and consistent, so that people will remember it years down the line.


To stay ahead of the game, however, you must consider your brand promise and whether you are delivering on it. Are you promising something that you can’t deliver? Are you promising something that is no longer relevant for your target audience? If so, you need to make some changes. Your brand promise reflects your company’s values.


If you want to stay ahead of the game, then you need to ensure that you are making good on your promise to customers.


Refresh your brand’s look and feel


Brands go through cycles, and this is normal. However, if you have been in business for a while, it may be helpful to refresh your brand’s look and feel to make it relevant again. You can do this by reinvesting in design and communication. For example, if you have a strong print presence, consider adding a digital presence. Similarly, if you have an established digital presence, you can add print elements to bring your branding together.


If you decide to change your brand’s look and feel, you must be careful not to change so much that the new design feels out of place. Ideally, your new branding should be consistent with your current branding, but more modern. This can be done by combining elements from your past branding with contemporary design techniques.


Experiment with new ad formats and platforms


Some of the most successful brands in the world started out as experiments. For example, when Wrigley decided to sell gum, they weren’t trying to revolutionize the chewing gum industry—they were just trying to make a profit. The rest is history.


For companies that want to stay ahead of the game, however, experimentation is key. By trying new ad formats, platforms, and marketing strategies, you can find new ways to reach and engage consumers and keep your brand fresh. You can experiment with new ad formats by trying different types of content, such as short videos or quizzes. You can also try new platforms such as Instagram or Snapchat. And you can experiment with new marketing strategies by investing in new channels, such as podcasts or influencer marketing.


Bottom line

If your brand is going to compete in today’s marketplace, then you will have to find ways to innovate and stay ahead of the game. To do so, consider changing your brand promise, refreshing your brand’s look and feel, and experimenting with new ad formats and platforms. By doing so, you can create a stronger, more relevant brand that will be able to thrive in the future.

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