Is your business ready for a rebrand?
As a business owner, it’s easy to focus on the interiors of your business and lose sight of its exterior perceptions. Often branding results in a rushed logo job in the hope of achieving business ASAP. If there is not a strong foundation set, money can be lost when a poorly designed logo becomes your business’s main identity. Perceptions of a business come down to the visuals so if they aren’t foxy, you need to consider a rebrand.
What is branding?
Before going into the importance of assessing your brand, let’s break down what branding is. Marketing is telling people about your business; advertising is doing the same through repetition, but branding is more elusive. It is the building of the full spectrum of visual cues so that people understand your business without you having to say a word. If your brand doesn’t align with what your business, then you could be losing potential customers. Here are some indicators of when your business might need to rebrand…
1. Your brand is inconsistent
Brand consistency is the common thread to any strong brand. The creation of a brand guideline document in the early stages is a great way to maintain consistency for your business. Attention to detail across all touch points will build your brand’s strength in how it communicates with the world. If these guidelines aren’t put in place early on, as your business grows, your brand can become a watered-down version of its original self.
2. Your brand no longer aligns with your vision
Perhaps when you first started your business, you had certain ideas and visions. A few years down the track, however, you have learnt more about your customers and the business and have found your brand no longer correlates. When the business has evolved, the brand should evolve with it.
3. It’s not hitting the target market
Your business may have all the necessary elements of a strong business in place however for some reason you aren’t getting new business. Perhaps your existing brand is not speaking to the target audience you are trying to reach, and you need to assess why.
4. Your brand looks dated
Even large corporations like Woolworths update their brand after certain amounts of time. Occasionally brands can buy into the trends and style of that period. Then as time passes the brand can begin to look old and dated and needs to be updated. Often your business might not need a full rebrand and overhaul. It might just require a refresh, a spring clean, to keep it on track to where you would like to go with your business now and into the future. Whether it be a refresh or a full rebrand, branding is a crucial factor in the growth and success of business.