Branding Secrets | Time To Reboot Your Brand? Here’s How!
Branding Secrets | Evolution is inevitable. If your business is operating the same way today as it did when it was first launched, then you are stagnant, which means you are losing business. When done right, rebranding can help your business get a competitive edge. Not only can it keep your brand fresh, but it may also help clients understand your products and services better. As markets and attitudes change, your clients’ needs and expectations also change, so it’s crucial to keep your brand relevant and appealing.
Change is very important. Whether it is a complete reboot, or just a few adjustments, every business can benefit from a bit of improvement. Whether your current brand identity feels stale and outdated, or just fails to convey the growth and evolution of your business, a good rebranding strategy requires exceptional commitment, creativity, and sometimes resources. Taking time to effectively plan for and run a rebrand campaign is definitely not a corner any small-business owner wants to cut. But is there a way it can be done without eating up your entire marketing budget? Absolutely.
Target Whom You Want To Serve | Branding Secrets
Your small business definitely can’t do everything; so it’s only natural that it probably can’t serve everyone either. Before you even start thinking about rebranding, describe how your business will grow its customer base. Make sure you really understand your target audience, and define the way you will interact with them at every touch-point.
Think About Visual Identity | Branding Secrets
Consider how your logo and other design elements convey your brand message. Visual elements such as color can be incredibly powerful, and say as much about your brand as the words you use. Your logo should be easily recognizable, and convey the nature and tone of your business, as well as appeal to your target audience. From business cards and logo to email newsletters and brick-and-mortar signage, all of your printed marketing and sales materials should look, feel and sound like they come from the same source.
Create An Action Plan | Branding Secrets
The process begins with the declaration of a rebrand. The excitement is contagious, and it will carry over into all sorts of new projects and endeavors. So once you declare a rebrand, and get the momentum going, don’t stop. Write down on a piece of paper what you don’t like about your brand, how you’re going to fix it, and what is your timeline for implementing that change? Determine the role of every individual team member in achieving that goal. Build a brand identity that is unique, and make sure all of your content is consistent. Schizophrenic brands don’t last, because they lose trust from their market quickly.
Be Honest And Authentic About Who You Are | Branding Secrets
Create an easy-to-understand marketing message that tells your clients what’s in it for them. As a starting point, it’s crucial to be clear about what your purpose or brand promise is – why your business does what it does and why it should matter to your clients. Make sure that it is at the heart of your marketing activity, but also runs throughout your dealings directly with clients and partners. Clearly explain the benefits of doing business with you.
Your Best Advertisement Is A Happy Customer | Branding Secrets
Customer service is critical to building trust, confidence and loyalty. Get personal, put your clients first and keep in touch with incentive schemes or social platforms. Word of mouth is often a small businesses best lead generator, so having great products and services that people talk about is a vital part of your brand, and why you are in business in the first place. The amount of business that you get through references and recommendations is unbeatable. It is considered to be one of the best forms of advertising and promotion.
Be Social | Branding Secrets
Between LinkedIn, Twitter and Facebook, you have the potential to reach an entirely new customer base and get new, inexpensive leads. Make your online branding interesting and fun to read. People like to be entertained, as well as educated. Show the human side of you and your company. Businesses really thrive when the energy of the owner is there.
Know What Makes You Different | Branding Secrets
Value, not to be mistaken with price, can help define your brand, and make you stand out from the competition. As a small business, you probably cannot compete on price. Instead, make sure you can articulate how you add value, and communicate this to your clients! What do you do well in that niche that makes you different from everyone else? What are the emotional benefits of what you do? The answers to these questions will help define what your value is to your customers – it could be your great customer service, product quality, innovation, or any combination of these.