You know the signs of a dying brand and it’s now clear—you’re in trouble. You understand what’s at stake and that it’s time to take action. But like so many others in your position, you aren’t sure what to do.

“Taking action” is such a general catch phrase that it could really mean anything. And sure you could begin researching your next move, read a million blog posts that will give you a million different pieces of advice, and go down the path of the brand rebuild on your own. However, going about it in that manner is risky. After all, if you were capable of keeping your brand alive on your own, would you even be in this position in the first place?

In my last post, I explained to you how to notice when you brand is dying. I told you how I define the term and pointed out the key symptoms of a sick brand. Now that you know how to spot a dying brand, you need to know when the best time to take action is.

At first glance, the answer seems obvious. You take action as soon as possible. And while that’s usually the case, sometimes it’s not so cut and dry.

See, what normally happens in respect to brands is one of the following:

Too many people toil away building a business only to get a small taste of success and then watch it all slip away. But why? How come so many seemingly successful business end up fading away?

I would argue that very often business owners don’t recognize the signs of their dying brand. Maybe they don’t know what to look for. Maybe they’re just so caught up with the day to day operations that they fail to take notice. Whatever the case, it’s essential that you are aware and watchful for the symptoms of a sickly brand.

“Brand” Defined

Create a niche market and brand position.

In today's business environment, you've got to separate yourself from the pack - you've got to create a niche and a memorable brand.  Your brand is what you stand for, what makes you different, its the first thought you want to enter into your prospect's mind. Brands are mental associations that get stirred up with the use of words, images, and emotion. Contrary to what some may think, your brand is not your logo. Your logo is part of your brand.

Ask yourself, how can I differentiate my business from competitors? How can I create a perception that my target market simply can't live without me? What do I have to offer?

Logo Design Tips
What makes a great logo?

Simply put, a logo is a name, symbol, or trademark of a company or an organization, but more importantly, a logo defines your business.  Your logo can be made up of text that is configured in a unique way, an illustration with your company’s name on or around the illustration, or a symbol that expresses who your company is that can be easily recognized.  Your logo may also be a combination of all of these features, but its main goal is always to project your company’s intended image.  Remember, a logo is much more than just a graphic; for the small business owner, it may be the greatest source of advertising.  Therefore, the logo must do its job.