Every brand faces this kind of questioning at some point, and it can be difficult to gain perspective on communication when it seems like everything has been said, done, and analyzed.

In this article, we will show you how to revitalize your digital strategy in 6 steps.
To address this issue, here are some best practices to keep in mind.

Step 1: Ongoing Competitive Benchmarking: A False Good Idea

Just because you know the latest publications of your direct competitors doesn’t mean the brilliant idea to make your brand stand out will appear between the lines.

Of course, it’s important to benchmark your competitors to understand your position, but they won’t change their positioning overnight. Similarly, constantly revisiting the accounts of the same companies will only provide temporary and limiting inspiration over time.

Step 2: Inspiration comes from within.

It is important to know your competition to position yourself, but the answers to the fundamental questions actually lie within your company, that is, with your employees. Who better than the members of your company to talk about your brand? They are the driving force behind it and therefore know the subject inside and out.

Step 3: Ask the right people.

When interviewing your employees, it is important to keep a few criteria in mind.  First, your panel must be representative of the company.  Choosing one person per department or by field of trade can thus be a good first approach.

Secondly, seniority is important to take into account: it is obvious that the last person who has joined the company will have less knowledge than a worker who has been there for 5 years.  Finally, it is a good practice to ask the managers about the history of the brand (why it was created, the various changes made, etc.)

Step 4: individual interviews

An interview of about 30 minutes, supported by a discussion guide, is recommended. The interview should remain informal; it is a guided exchange that remains interesting about the brand. The interview should take place in three parts. The goal is to learn more about the employee’s vision of your brand, what it represents to them, what it does or does not do, what it is or is not.

Finally, the interview should conclude with visions for the company over the next five years, potential references to the brand’s personality in four words, or inspiring quotes. This will allow for a clear opening on the different possibilities to explore after the exchange.

Step 5 : Enriching inspiration through collaboration

Following the individual interviews, it is now necessary to tighten the focus to clarify what is in consensus and what, on the contrary, marks a division or disagreement. To do this, the most efficient solution is to gather the interviewed employees and engage in a group discussion.

This discussion can take the form of a workshop, for example. This format allows participants to think together about the topics previously discussed in the interviews. In the context of our issue, this workshop can then be structured around questions regarding the brand’s objectives, successes, strengths, obstacles, and potential barriers. You will have material to identify the main communication axes on which to build. At the end of this group reflection, the goal will be to confront what is said with what already exists.

Step 6: From theory to practice

With the individual interviews and the workshop, you now have a comprehensive view of your structure, your issues, and your various areas of expression. This clarification of vision will then allow you to gain a clearer understanding of the operationalization of your new digital strategy.

The different steps outlined will help you see more clearly, enabling you to know how to revitalize your digital strategy. NWM offers you complete support: we have all the digital experts in-house ready to work with you to make your brand more visible, coherent, and to generate interest among your audiences!

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