Les caractéristiques de votre produit entrent en conflit avec le message de votre marque. Comment allez-vous les réaligner pour qu’ils réussissent ?

Start with a thorough audit of your product features and brand messaging. Gather feedback from customers, review marketing materials and analyze your product’s performance. Look for inconsistencies between what your brand promises and what your product delivers.

As a brand strategy leader, I believe realigning clashing product features and brand messaging requires a strategic and holistic approach. Here's how I would tackle this challenge: - Conduct a deep dive analysis to uncover the root causes of the misalignment - is it a product issue, a messaging problem, or a combination of both? - Clearly define the brand's core values, positioning, and desired emotional connection with customers - this will be the north star for your realignment efforts Identify the unique selling propositions of your product and how they can be leveraged to reinforce your brand narrative - Explore innovative ways to repackage or reposition your product features to better complement your brand messaging

- Develop a comprehensive communication plan to transparently address the misalignment and showcase the new, harmonized offering - Empower your frontline teams to be brand ambassadors and consistently deliver the realigned messaging - Continuously gather customer feedback and adjust your approach as needed to ensure long-term success

To realign product features with your brand message, assess current messaging and core values communicated to your audience. Review product features: do they deliver on promises? Identify discrepancies for strategic realignment.

Audit your brand against the product to determine the gaps and benefits or risks to your customers. It may be a simple repositioning. Hopefully, your product team developed features to solve customer pain. Your brand should align with your customers so it can be nuanced with messaging. However, if the product team developed features that don't align with the customer's needs/pain, you need to assess if the feature even makes sense.

After assessing the current situation, define clear objectives for what you want to achieve. Consider both short-term goals and long term brand building strategies. Ensure your product features enhance your brand message and align with the overall vision. Set specific, measurable targets to track progress and maintain focus. Regularly review and adjust these objectives as needed to align with market trends and customer expectations.

To realign product features with brand messaging, start by revisiting your brand’s core values and mission. Identify the key messages you want to convey to your audience. Conduct a thorough review of your product features to ensure they reflect these core values. If discrepancies exist, adjust the product features or enhance communication to highlight how they support the brand’s mission. Collaborate with your marketing and product teams to create a cohesive narrative. Use customer feedback to refine your approach, ensuring alignment between what your brand promises and what the product delivers. Consistency across all touchpoints will reinforce your brand’s identity and build trust with your audience.

When setting objectives, consider both short-term wins and long-term brand building. For instance, you might aim to increase customer satisfaction scores by 15% in the next quarter, while also working towards becoming the most trusted brand in your industry within 5 years. Balancing immediate goals with aspirational targets helps create a comprehensive roadmap for realignment.

After assessment, define clear objectives for realignment to create a cohesive brand experience. Refine product attributes or adjust messaging to better reflect brand values and offerings. Clear objectives set targets and measure success.

In cases where your alignment has diverged, it is helpful to go back "down the line" to assess where the divergence started to understand, in conjunction with the market assessment, what the objective needs to be. These situations are great opportunity to completely reassess a product and its strategy. Perhaps give a internal group an assignment to completely disrupt the product and set the objectives from a completely new perspective, it might give you an elevation that wasn't possible before.

Product teams should be engaging with customers to ensure fit. The brand teams should also be in tune with the product roadmap and customer data to help with alignment with the brand. Customer feedback is critical for all parts of the organization so share the voice of the customer broadly.

Customer engagement through surveys, focus groups, or social media provides invaluable insight into perception gaps. Gather feedback on expectations versus product experience to pinpoint areas for realignment with your brand message.

Understanding how our customers perceive the disconnect is invaluable. I engage with them through surveys, focus groups, or social media to gather feedback on their expectations versus their experience with our product. This direct input can illuminate the specific aspects of our product features or brand messaging that are causing confusion. With this insight, I can make informed decisions about which elements to adjust to realign with our brand message.

A realização de pesquisas de opinião, grupos focais e outras metodologias para identificar a percepção do cliente sobre a marca e o produto é fundamental no diagnóstico e também na execução do plano, permitindo que o progresso seja medido e que eventuais correções de rota sejam feitos. Os times de produto e marketing precisam estar perfeitamente alinhados nesse processo, para que a percepção do cliente seja considerada de ponta a ponta.

Innovation doesn't always mean drastic changes. Sometimes, small tweaks can have a big impact. For example, a software company might simplify their user interface based on customer feedback, removing rarely-used features to highlight core functionality. This seemingly minor change could significantly improve user experience and better align with the brand's promise of simplicity and efficiency.

To deliberately innovate and ensure product features align with your brand messaging, start by analyzing customer feedback and usage data. Identify features that are underperforming or causing confusion. Simplify or enhance these features to better support your brand's core values. For example, if your brand promises simplicity, consider streamlining your product's user interface. Always measure the impact by tracking customer satisfaction and engagement metrics, ensuring each modification propels you closer to your brand's strategic goals.

With customer insights in hand, it’s time to innovate deliberately. This means taking calculated steps to modify our product features or tweak our brand messaging in ways that will resonate with our audience. Remember, innovation doesn’t always mean adding more features; sometimes simplifying or refining existing ones can make a more significant impact. I ensure that every change is intentional and supports our overarching brand strategy.

After adjusting product features or brand message, communicate changes clearly. Develop a plan explaining benefits and rationale, using storytelling to connect emotionally and reinforce alignment. Effective communication boosts brand loyalty.

If the messaging was off the mark to the degree that the brand has been damaged, include a fully transparent PR campaign owning up to the problems and where the company fell short, and then show the changes that have been done to rectify the mistakes.

After adjusting our product features or brand message, it’s crucial to communicate these changes effectively to our audience. I develop a communication plan that clearly explains the rationale behind the changes and how they benefit the customer. Using storytelling to connect emotionally and reinforce the alignment between what we sell and what we say is key. Effective communication can turn potential confusion into an opportunity to strengthen brand loyalty.

Monitor the impact of realignment on brand performance. Track metrics like satisfaction, sales, and perception before and after changes. Continuous analysis ensures dynamic brand strategy responsive to market and customer needs.

Finally, I monitor the impact of the realignment on our brand’s performance. I track metrics such as customer satisfaction, sales, and brand perception before and after the changes. This ongoing analysis helps us understand if the realignment is successful and where further adjustments may be needed. Continuous monitoring ensures our brand strategy remains dynamic and responsive to both market trends and customer needs.

You should also consider the potential ripple effects of realignment on other aspects of your business. For example, changes to product features or messaging may impact your supply chain, customer support needs, or internal processes. Map out these potential consequences and develop plans to address them proactively. This approach ensures a smoother transition and minimizes disruptions as you realign your brand and product.

Leverage Data Analytics: Utilizing data analytics is crucial in aligning product features with brand messaging. By analyzing data from various sources, you can gain a deeper understanding of how customers interact with your products and what they value most.

Certainly, the other factor that can be taken care of while realiging is Re-evaluating your target audience and Ensuring that your product and features align with their needs and preferences.

A high brand EQ coupled with genuine and engaging storytelling is a revolutionary way to realign when your product features clash with your brand messaging. For example, I helped a company identify and double down on their hedge hog concept of quality only to have the packaging fall drastically short of expectations. They didn’t crumble. They took a breath, acknowledged the miss, hit reset and agreed to innovative next steps to correct and leaned into assessing other core values like giving back, innovation and tenacity… ultimately telling a much richer and engaging story about the heart and soul and courage it really takes to not only ensure quality but define and redefine what that really means for themselves and the customers they serve.