Your brand is everything that people see, feel and perceive to be true about your business. A well conceived and executed brand can be what makes a customer choose you over a competitor; an ill-conceived brand, on the other hand, can prevent your business from reaching its potential. While rebranding can do wonders to revive a business, the hard part is knowing if or when to do so. If any of the following scenarios sound familiar, it might be time to rethink your brand and revitalize your brand identity.
1. Lost Your Competitive Edge?
Regardless of how successful your business may have once been, times change, industries evolve and so do the wants and needs of your customers. Your brand needs to show that you understand the current market dynamics and can provide your customers with what they want, the way that they want it. For example: when it became clear that physical phone books were on the way out, Yellow Pages was forced to embrace the digital realm. Rebranding its self as YP and repositioning its focus online enabled the company to stay current and relevant while maintaining its widespread brand recognition and established brand equity.
2. Is Your Curb Appeal Waning?
If your brand and brand identity hasn’t changed since the 80s, you may struggle to attract modern customers, especially if your competitors are more up to date. Even if the products or services you offer haven’t changed, it is important to show that your business isn’t stuck in the Dark Ages. When Old Spice realized it was losing ground and was considered by many to sell products for old men, it brilliantly reinvented itself via its now famous ‘Swagger’ campaign. Not only was Old Spice successful in shedding its old man image, it became “Hip” and communicated to a whole new demographic.
3. Outgrown Your Brand?
If your business has grown beyond its original mandate and now offers a broader range of products or services, repositioning your brand and refreshing the brand identity can be an effective way to reflect this new reality. For instance, when Apple Computer realized that there was a future for the company beyond computers, their name became restrictive, but by rebranding to just Apple the possibilities were suddenly endless. Simplifying and consolidating your visual brand identity can create a sense of unity that is not only scalable, but something that will resonate with a broader audience.
4. Is Your Company Culture On Life Support?
Unless your staff feel as though they are part of something special you have little chance of achieving much together. A rebrand can kick-start an exciting new chapter in your business that everyone can relate to, creating a sense of energy and vitality that will reverberate throughout your organization. A new look, feel and direction can help improve morale, spark innovation, and best of all, increase message consistency, productivity and sales. For example: the rebranding of hotel chain Accent Inns was a huge success for a number of reasons, but in particular because it established itself as a fun place to be for staff as well as guests. Its slogan ‘Different (in a good way)’ captured this idea perfectly.
5. Ready To Take The Next Step?
Many small businesses start out without much in the way of a branding strategy, and while this may not prevent them from enjoying some early success, this honeymoon stage can only last so long. If you want to continue growing, evolving and being competitive, you need to have a solid concept driving your progress. A thoughtful and authentic rebrand that encompasses “who” you are, “what” you have done and “where” you are heading, will maximize your existing brand recognition while preparing for the future.
6. Are You Sending Mixed Messages?
Regardless of whether your business is fun or formal, sophisticated or sexy, consistency is vital, which means everything from your fonts and colours through to your product packaging and email signatures need to be on brand and integrated consistently. Rebranding will take a thorough look at all those existing brand assets and key touchpoints, eliminating conflicting messaging and visual inconsistencies.Creating and implementing brand architecture that reflects your core assets and establishes an integrated brand identity system will deepen engagement with your target audience and build stronger brand awareness.
7. Struggling To Build Your Brand Equity?
A generic, confusing or forgettable brand identity won’t resonate well with anyone, and if your brand has been undermined by bad publicity, a rebrand may be all that can save it. Not only should your brand stand out from the crowd, but it should also help explain “who” you are, “what” you do and “what” makes you the best. Those colours, shapes and fonts need to convey more than the right message – they need to inspire confidence, establish an emotional connection and facilitate a positive brand experience. All those visual elements must be integrated consistently and be easily recognizable, regardless of whether they are being displayed online or off.
How Can We Help?
If you are looking to revitalize your company’s overall brand, design a new brand identity or are in need of a constructive professional opinion, contact Kirk Seton at Signet Design for a free consultation.
Call +1 403 512 5487 or Skype me at kirkseton and we can set up an appointment to discuss your needs and concerns.
“The Power of Good Design”