Are People Tired Of My Brand?
Are People Tired Of My Brand?
It may sound like a bad commercial, but if you answered yes to this question, then it might be time for a change.
When you hear the word "tired" you immediately think of an image. Someone who’s sitting at an office desk or laying bed, on the verge of falling asleep. In some cases, they might even be exhausted. Believe it or not, people can become exhausted from other things, not just lack of sleep. They can become exhausted of brands, companies, or even products!
"Brand fatigue" or "brand exhaustion" is a phenomenon in which people grow tired of a brand. This is happening more and more in recent years as companies are just sticking to their “tried and true” values and they may not be keeping up with the times or what the consumer would like to see from the company.
Matthew Gidley, who is the director of Momentum UK says: “In more developed consumer economies, peoples' priorities have changed. As global brands become more accessible to a greater variety of people, fewer people are using them as status symbols or emblems to demonstrate their own success. Instead, they expect these brands to open up an honest and authentic dialogue upon which they can build their own stories.” This might be surprising to some people. Brands used to always be seen as a symbol of status but now people are moving away from this idea.
This movement away from brands or specifically avoiding or altering the brand to have no brand is called "brand dissociation." It’s becoming more and more common in the younger generation because they don't care about a name as much as they care about what the product is doing. Some people are even going through the effort of removing brand names and labels from clothing in order to make them their own. This way, without a brand, they can become who they want to be and not be defined by a brand. One of the most famous recent examples that comes to mind in this trend is Casey Neistat and his signature sunglasses.
But back to brand fatigue. You recognize that is a problem and you think it might be happening to your company. So, what can you do in an attempt to stop it before it becomes too late?
Here are several do's and don’t's to help you decided what to do.
Do: figure out whether brand fatigue/brand exhaustion is happening to you. Look for the warning signs: are people becoming less engaged in your content, buying less product, or growing tired of your regular schedule on social media?
Don’t: jump the gun like Tropicana orange juice. In 2009, Tropicana thought it was a good idea to go through a little bit of a label redesign. This effort was ended quickly due to their sales dropping 20% in just under two months after the new design was rolled out. They recalled the new design and went back to the old. Sometimes change is hard and you need to be wary of this when thinking about changing things.
Do: engage with your audience and see if they have any wants or needs. It’s important to listen to the people who are the consumers because if you aren’t listening to what they want, then what is your company doing? Being personable and not just a name or a product goes a long way. Maybe send out a survey or two to gather information before slowly integrating changes.
Don’t: ignore the consumer. Nothing is more frustrating than voicing your opinion and then having it be totally discarded. Even if it’s a quick “thank you for you input” it can mean a lot to the consumer. Additionally, don’t force things that you think the consumer might want. It’s okay to do that to some extent when showcasing new products, but know where it can become to much.
Do: post on social media! That’s important in this ever-growing age of technology. We have so many ways of communicating now-a-days that it’s almost impossible for someone not to see something. Whether it’s on Facebook, Twitter, Snapchat (yes snapchat now has ads), or even just your regular email, it’s important to reach out to consumers and say “Hey! We’re here!”
Don’t: oversaturate your social media. There is a fine line between sending too many emails that the consumer becomes annoyed and sending too few in which the consumer forgets about your company. A monthly newsletter works well for a lot business and maybe it will work for yours. When it comes to social media, while its good to have a schedule, don’t be afraid to throw in some surprise updates between those scheduled posts. If you have a Facebook post going out at 9:00am 11:15am and 2:30pm feel free to update in between those times.
Staying fresh and exciting is hard. What’s even harder is combating brand fatigue. This article is meant to help and provide some jumping off points. A lot of what needs to be done is finding a balance. If you find your balance when it comes to certain things such as social media and consumer outreach you are probably in a good spot. If you’re happy with your results and don’t think you need a change then that’s okay. And if you do decide you need a change, that’s okay too! Take a step back, think and take your time when deciding on these things. Change is a hard thing to do but with the right mind and the right amount of time you can change things for the better.