Strip Down to Strengthen Your Brand: Identifying the Inessential

Monopoly made a bold move a few years ago by engaging with the public and allowing them to vote for new game tokens. This strategic decision aimed to inject fresh energy into the brand and promote community engagement. It begs the question: If even a market leader like Monopoly is willing to shake up its product, shouldn’t you consider your brand’s core and which aspects of your offering can benefit from continuous iteration?

• What we can learn from monopoly
• Retail Example
• Your brand
• FAQ: How can I uncover the core of my brand and implement successful changes? 

What We Can Learn From Monopoly

When we look at Monopoly, we see that the tokens themselves are not the sole reason for our nostalgic attachment to the game. In fact, the current silver-colored lineup of tokens is not the original set. There was a time when a lantern, cannon, and rocking horse were part of the gameplay. While some tokens might hold sentimental value, they are not the essence of the Monopoly experience.

Removing parts of your business to strengthen your brand may seem like a risky move. However, taking the time to study your business and identify what is essential versus nonessential can ultimately fortify your brand’s core identity.

Retail Example

Let’s take a look at an example from the retail industry. Selfridges, a UK department store, experimented with a concept called debranding. They removed most of the identifying marks from their product packaging, leaving only the bare minimum required for recognition. This minimalistic approach reduced marketing noise and offered consumers a refreshing experience.

Your Brand

Now, consider your own brand. Can it afford to get “naked”? Will people still love your product or service when its core essence is exposed, or does its appeal heavily rely on fancy marketing dressing?

If your brand lacks a strong core identity, it’s time to exercise its strengths. Identify what sets your brand apart and focus on excelling in those areas. Rather than trying to improve weaknesses, aim to be the best in your brand’s area of strength. Anything extraneous only dilutes the brand’s value.

Remember, it is the brand underneath the branding that captures people’s hearts. While marketing can enhance a product or service’s appearance to cater to different audiences, it can only be effective when the brand’s core identity remains true.

By understanding the importance of your brand’s core and being willing to iterate, you can strengthen your brand and resonate with customers. Analyze which parts of your business are essential and which ones can be improved or removed. Embrace debranding if it aligns with your brand’s essence. Focus on enhancing your strengths instead of fixing weaknesses. Doing so will create a brand that connects deeply with your target audience and stands the test of time.

Uncover, fortify, and resonate: Strengthen your brand’s core identity today for lasting connections and enduring success. Let’s talk. 

FAQ: How can I uncover the core of my brand and implement successful changes?

Understanding the core of your brand is essential for long-term success. Unveiling the essence of your brand requires a strategic approach beyond mere aesthetics. Let’s delve into the intricacies of discovering and implementing successful changes that resonate with your audience.

1. Begin with a Brand Audit

Embark on a comprehensive brand audit to assess your current position. Examine your visual identity, messaging, and overall brand perception. This introspective analysis provides a foundational understanding of where your brand stands.

2. Define Your Brand Values

Identify the values that underpin your brand. Authenticity is paramount; align your values with those of your target audience. This not only fosters a deeper connection but also sets the stage for meaningful changes that reflect your brand’s true essence.

3. Conduct Customer Surveys and Feedback Sessions

Your customers hold valuable insights into your brand. Conduct surveys and feedback sessions to understand their perceptions, expectations, and areas for improvement. This customer-centric approach is key to implementing changes that resonate with your audience.

4. Competitor Analysis

Explore the landscape within which your brand operates. A thorough analysis of competitors can uncover gaps and opportunities. Learn from both their successes and missteps, shaping a strategy that positions your brand uniquely.

5. Craft a Compelling Brand Story

A compelling narrative is a powerful tool. Craft a brand story that reflects your values and resonates emotionally with your audience. A well-told story engages and sets the stage for successful brand transformations.

Steps to Uncover Your Brand’s Core and Implement Changes: A Detailed Guide

1. Conduct a Thorough Brand Audit: Evaluate your current brand positioning, visual identity, and messaging.
2. Define Core Values: Clearly articulate the values that form the foundation of your brand.
3. Engage with Your Audience: Utilize customer surveys and feedback sessions to understand their perspectives and expectations.
4. Analyze the Competitive Landscape: Conduct a detailed analysis of your competitors to identify opportunities and gaps.
5. Craft a Compelling Brand Story: Develop a narrative that emotionally connects with your audience and communicates your brand’s essence.
6. Align with Customer Values: Ensure that your brand values align with those of your target audience for a stronger connection.
7. Identify Key Improvement Areas: Pinpoint areas for change based on the insights gathered from audits and customer feedback.
8. Set Clear Objectives: Define specific and measurable objectives for your brand transformation.
9. Develop a Strategic Plan: Create a step-by-step plan outlining how each aspect of your brand will evolve.
10. Communicate Changes Transparently: Keep your audience informed throughout the process to maintain trust.
11. Implement Changes Gradually: Roll out changes systematically to avoid overwhelming your audience.
12. Collect Feedback Along the Way: Continuously gather feedback during the implementation phase for real-time adjustments.
13. Monitor Performance Metrics: Track key performance indicators to assess the impact of changes.
14. Iterate Based on Results: Make informed adjustments to your strategy based on performance data.
15. Celebrate Successes: Acknowledge and celebrate milestones achieved during the transformation.
16. Cultivate a Consistent Brand Image: Ensure consistency across all brand touchpoints for a cohesive identity.
17. Stay Agile and Adaptive: Be prepared to adapt your strategy based on evolving market trends and consumer behavior.
18. Evaluate and Refine: Periodically reassess your brand to ensure it continues to align with market dynamics.
19. Evolve with Your Audience: Stay attuned to changing customer preferences and adjust your brand strategy accordingly.
20. Embrace Continuous Improvement: Brand development is an ongoing process; strive for continuous improvement to stay ahead.

Unlocking your brand’s core and implementing successful changes is a dynamic process that requires strategic planning, customer engagement, and a commitment to authenticity. By following these steps, you’ll uncover the essence of your brand and foster a lasting connection with your audience. Remember, successful brand transformation is a journey, not a destination.

This article was updated on December 12, 2023.  

Virginia Nussey is the director of content marketing at MobileMonkey. Prior to joining this startup in 2018, Virginia was the operations and content manager at Bruce Clay Inc., having joined the company in 2008 as a writer and blogger.

See Virginia's author page for links to connect on social media.