Success, for all its wonders, can be a danger too—for it often breeds complacency. To remain strong, a brand must be dynamic, adapting regularly to changes in the market and in consumer expectations. The following key considerations, courtesy of brand expert Julie Masters, will help keep your agency ahead of the crowd.
Campaign
Ensure you evaluate the success of each piece of marketing activity in a smart way. Think ‘shares’ on Facebook and comments on LinkedIn as opposed to just views. Plan for continuous improvement with everything you do. And use your time effectively. As a thought leader, you don’t have to do it all yourself. Outsource some of the more technical aspects to copywriters, video editors, junior marketers or interns.
Catalyst
Now that you have your campaigns in place, your personal brand will be gaining the attention of your competitors. You need to stay 10 steps ahead of the competition by keeping abreast of the latest industry trends and driving the conversation around these trends in the media and at industry events.
Commit
Inspire your customers. Find a mission that has meaning for you and your network. Research shows that 24% of Australians have switched brands in the past year because they support a cause they care about. Host fundraisers, speak to the local press – committing to make a positive difference (and delivering on that commitment) will do wonders for your agency’s image.
Certainty
Own your voice. None of the powerful personal brands you admire got there by accident, nor did they wait to be chosen or receive permission. The truth, however unacknowledged it may be, is that stepping up or standing out takes courage.