5 energy plug-ins for flagging brands.

What got you and your brand to where you are today aren’t always enough to keep you moving forward. So how do you reboot and re-energize when you start to see customers, relevance or revenue tailing off? Here are 5 ways to get your brand back to full power.

1. Energy comes from within. Ditch the logo upgrade of a brand refresh for a more fundamental look at what inspires you, your people and your customers. Cosmetic change won’t re-energize you. Finding a new sense of purpose will.

2. Play leapfrog not catch-up. No one likes being overtaken by competitors. But if you’re feeling left behind, don’t initiate Project Catch-Up. Treat any review as a chance to leapfrog the competitors who’ve edged ahead.

3. Radical beats gradual. The sacred cows that define your brand may only be sacred to you, not your audience. Be sensibly brave. Aim to punch above your weight. Give your audiences reasons to talk about you again. Change costs money. Change audiences can’t see wastes money.

4. Domination beats dilution. The crazy proliferation of channels and media can tempt brands to want to be everywhere, all of the time. The truth is you can’t be strong everywhere. If you want to move the dial, put your energy into places and conversations you can dominate.

5. The power of partnership. Review the company you keep. Think laterally about your partnerships: sponsorship or media; cause-related or commercial. New partners create new chemistry that will catalyse new conversations and new customers.