Publishers tend to take their brands for granted, especially when they feel it’s well defined and doesn’t need attention. Since the core meaning of a brand needs to remain consistent it’s hard to argue with leaving things as is.
Nevertheless, there are times when every organization needs to take a step back and make sure their brand conveys the right message. This is particularly important for an industry like publishing, which has experienced several years of disruption.
Here are four questions leaders and brand managers should ask themselves from time to time:
What’s the first thing that enters a consumer’s mind when they see your brand?
This is the most important question of all. Regardless of what you want your brand to convey, consumers have their own interpretation. I’m not a big fan of focus groups since they sometimes lead to “New Coke”, but this is a customer survey that’s worth the time and effort to conduct.