…what do you do when your story, your brand story, tastes a bit like stale bread? It’s gotten old, people don’t care about it, and are making their own assumptions and their own version of your brand story instead. So…now what? What can your brand do to redeem itself and bring back some fresh, warm, out of the oven, share-worthy bread?

Start with:

• Understanding why your story went stale in the first place – what was the cause, and when did it happen.
• Understanding what your audience really thinks about your brand – what are the emotions and feelings behind that.
• Understanding if your audience still cares, or still has challenges/problems your brand can help with. And if they’ve changed/evolved – can your brand fit there too?
• Understanding the bigger picture, of where your competition has filled your brand’s void while yours went stale.

Then comes the hard work:

• It’s time to take the story that exists, and start to spin it. You may not want to take it backward, because you want to go forward. What’s your evolved story?
• Bring your consumers on your journey with you. Ask for their opinion, and let them help you.
• Work with those who have cache in your field, to help your brand build it’s own cache back.
• It doesn’t have to be overnight, but your brand will need consistent, regular communication with streamlined content across owned and influential distribution channels to confirm and reconfirm the new story.

Note, It’s okay to be the brand that comes after to learn from others mistakes too, so you don’t make them as well. Bread isn’t made easily. And it sure doesn’t taste great cold or stale. So let it bake, and let it bake some more until you’re ready