A brand represents the sum of people’s perception of the company’s, organization’s, or person’s reputation, which may include advertising, logo, and customer retention methods. When all of these aspects of the business are working together, the overall brand tends to be healthy, robust, and able to convert tentative followers into a dedicated user base.
Proper branding improves recognition beyond competitors, generates trust, supports additional advertising, and can be a launching pad for future ideas that can create new customers. However, there are many instances where a company or organization will have to alter their branding and relaunch. There is a myriad of reasons and ways that a company can change the message to be in tune with their ever-changing market. Here are some of the markers to look for, and what factors you should be aware of if you decide to adjust the direction of your branding.
Is It Time To Rebrand?
Rebranding is something that happens regardless of how prepared or meticulous the branding efforts were. However, rebranding can cause a lot of disruption from the employee level to the actual structure of the organization. This is why rebranding should be done carefully, and only when the signs start to become apparent. Here’s what to look for:
- The company shifted its business model. Often a business strictly adheres to one particular model. As their customer base grows, they may need to pivot and change their branding to be compatible. Changing the brand can be something as dramatic as developing new products to make it more relatable to the customer base. On the other side of the token, change can be as minuscule as switching logo colors.
- Do your branding efforts match your vision? Many entrepreneurs tend to have a very static vision — in reality, as time goes on, your image might change, and that is normal. The company Apple, for example, has changed over time to match the company’s leaders. It’s rainbow-hued Apple logo was the hallmark of the company more than two decades ago, with Steve Jobs choosing the design to personalize and humanize the company. Now the logo has become a lot more sleek and monochromatic, representing the minimalistic and modern feel of their phones.
- The current reputation is suffering. You might need to change your rebranding efforts if your reputation was once viable and it has fallen into disrepute.
Odd – Never Had A Brand, To Begin With
Many business owners tend to think that they have a brand when in reality they just have an expensive idea. Paying someone to make a logo, regardless of how expensive it might’ve been, is not a brand. Developing a brand starts at the visual stage with a belief and a mission. Logos are intertwined with email campaigns, which are injected into customer retention, which influences blog posts, and how products are prepositioned to your customer base. Until you’ve defined, analyzed, and developed a stringent strategy to engage your market or audience, there isn’t much of a brand there. A brand requires rules and regulations that your team and those interacting with your business partners need to adhere to.
Revamping Your Brand
If your branding strategy does not inspire confidence in the present situation, that needs to be changed. It should inspire confidence in not only the business owner or the president of the company but also the floor team that is in constant contact with customers. An inadequate brand is like going to a major black-tie event to meet potential business partners in a clown suit — and that is the only suit that you have. Regardless of your pitch, your product, or how your services can be an asset to a potential investor, they’re not going to take you seriously and will have a negative impression of your brand.
Your brand should empower and encourage positive outcomes. If you want your employees and business relationships to invest in the organization, then show them that you’re prepared to understand their world by creating a viable brand that speaks directly to the people.
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