How To Reclaim Your Brand
Businesses change over time, so their vision, customers goals change as they progress. Very few companies can honestly look at their startup roots and stay completely true to that image. Time brings change and change is mainly for the better. Businesses should look to see whether their branding accurately reflects them.
WHEN SHOULD YOU TRY TO REBRAND?
Outdated looks make any company look like they are long past their prime. Solely looking at the visual aspect of branding, anything that looks dated won’t attract the “current” customers. If a website appears to be a remnant of the past, potential customers will assume their products and services to be subpar and irrelevant.
If a company gets mistaken for another or was too “inspired” by another, customers will take see the copycat as unoriginal. In the day and age where everyone strives to be innovative, showing how and why you are different is important. People say don’t judge a book by its cover, but that is exactly why books have covers, so they can be judged. A cover, or branding, gives a customer a preview of the business.
Uncertainty with branding is another reason to get a facelift. If customers aren’t sure if a company is selling to them, then they aren’t to pay much attention to the company. If a company has mismatched branding or gives off mixed signals, then that will confuse customers. This is a surefire sign that a reevaluation needs to be done.
As change brings new opportunities, when a company merges or is acquired by another, there needs to be some significant change to promote the new development cohesively while still standing out. Otherwise, they now connected brand can become muddied and lead to confusion. It all depends on how the brand wants to be perceived after the change and how the brand wants to move forward.
The most obvious reason for a brand change is the least talked about. No one wants to admit that they need a refresh because of a negative image, but it is absolutely important. If rebranding is done to improve the reputation of an existing company, then this needs to be with the utmost care. It cannot be a simple change of colours and a new logo. The idea is to create trust and renewed interest.
With all of this in mind, if your business direly needs revival, then how should the process start? It all starts with a simple outline of what you want your brand to achieve. This simple step will form the core of your brand identity and strategy.
WHAT EXACTLY IS A BRAND STRATEGY?
No, this is a few bullet points on the back of a notebook with a rough idea of what you want. It is a roadmap that connects your goal to an actionable plan. When creating a brand strategy, look to create a concise creative message behind the goals you want. It is not enough to be at the “right place at the right time,” brands need to know what to say to customers. This will include your company’s values, offer and unique personality. These three things will make any company stand out if their messaging is well-crafted.
Those three points are abstract and are not something with one definition or value because it varies for each company. It is not one specific colour or font that you can use and become successful with. A good strategy isn’t set in stone — it can be adopted and changed when needed. With the right touch, a good strategy can a company a sleek transition to avoid alienating previous customers.
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