Business owners avoid re-branding their company for two main reasons. Firstly, they worry that their brand will lose its recognisability and fear that customer loyalty will dwindle as a result. Secondly, they realise that the process could prove to be both long-winded and expensive, and they wonder whether or not the process will be worth it in the end. The truth is that a brand refresh could be the key to unlocking new opportunities for your business, to attracting new customers, and to approaching the market in a new, strategic manner… just as long as it’s done correctly, carefully and with plenty of foresight!
Below, we explore the signs which indicate that a brand refresh is much-needed, and the best ways in which to ensure that you get it right the first time.
There are three good times when you should consider going through a rebrand. Firstly, in the case that your business has experienced a vast amount of growth over the last couple of years, so much so that the identity and product or service offering of the business has changed, a rebrand is essential. This also applies if your company has recently merged with another company. Ultimately, any substantial internal changes could warrant a brand refresh.
The second ideal time is when you have identified a competitor whose branding looks similar to yours. In this instance, rebranding is necessary to ensure that your customers, and potential customers, are able to differentiate you from other rival establishments. And, anyway, if you manage to come up with an extremely impressive new brand image, you just might come out on top as the superior company in the eyes of your target audience!
Thirdly, if your company has run into some challenges of late, and you notice that there has been a decline in your company’s overall reputation, a refresh could make all the difference when it comes to reviving your brand.
- Don’t change too much. Redesigning your company logo and perhaps updating your website, company colours, etc. all comes with the territory when undergoing a brand refresh. However, to avoid confusing customers and losing out on their feelings of loyalty towards your products or services, it is important that you keep certain aspects familiar, such as the basic packaging of your products, your slogan, the style and tone used in your communications, etc.
- Hire an expert. Even though your branding ideas are probably excellent, you will need a professional on hand to assist you in putting those ideas into practice in as seamless a manner as possible.
- Understand your audience. Knowing your target market inside out will assist you in choosing a new brand identity to which you can be sure they will relate.
- Say it loud and proud. It goes without saying that you will need to inform the world of your company’s new look and feel. Aside from simply unveiling your new logo, website etc. you need to focus your attention on emphasising how the ‘new’ brand is sure to benefit the customer, thus instantly creating a positive first impression and setting the groundwork for a promising path going forward.
Need assistance with corporate branding, identity and design? Get with the buzz and contact Honeybee Communications today!