When a brand’s performance starts to slip, it’s tempting to experiment and address the outward signs of weakness – the symptoms. But often, the symptoms of brand trouble don’t reveal the root of the problem. They are just a sign of deeper problems, indicating that changes need to be made. But what changes?
Unless you are certain of your problem and have the skillset to correct it, your fixes won’t stick. You’ll burn time, money and energy and still end up in the same place. Sometimes, these reactions create additional problems and begin to send a brand into a negative spiral. It’s important to get it right the first time.
If you’ve been tweaking and tinkering, trying all the apparent solutions, but growth still stalls, it’s time for a reset. Step back. Zoom out. Take a fresh look, a new assessment. Look at your industry, category, business model, brand message, media and campaigns. Be open to change. As they say, ‘what got you here will not get you there.’ You may need a third-party consultant, who is not so close to the brand, to come in and lead the process.
The marketplace is changing at an ever-increasing pace. There is little that you can take for granted.
We suggest you begin at a macro level to isolate the issues:
- Can we rule out product design?
- Is the product performing for its consumers at a competitive level?
- Are others innovating where we are not?
- Is the category evolving and leaving us behind?
- Are pricing, distribution and promotions to blame?
- Do we make it incredibly easy to shop, price and buy our product?
- Are we reaching our consumer in the media they most frequently consume?
- Are our customers leaving great reviews about us on social media for others?
- Does our image and message resonate with our target audience?
- Do we know what drives their decision to purchase?
- Do we conjure positive perceptions and feelings? Are we likable?
- Are we seen as authentic, enthusiastic and well-intentioned?
The Path Forward Starts with Smart Planning
When a brand is underperforming, it’s usually not because of one thing—it’s a complex web of missed signals and unrealized potential. Knowing when and how to make changes takes expertise, dedication and the willingness to get uncomfortable with old habits. You don’t just need ideas. You need a holistic plan that’s strategic, built from scratch and tailored to your business—one that removes friction and unlocks growth. Given the stakes it is best not to go it alone. This is the time to bring in a marketing consultant/agency like STIR and its Futurescape Planning Process.
We’ll find the issues. We’ll map the fix. And we’ll spark the kind of creative and strategic energy that doesn’t just solve problems, it repositions your brand for the future.
So, if your brand feels stuck, don’t just tweak. Transform. Let’s talk.
