Let’s assume it’s time to rebrand your company. You came to this conclusion after coming to the realization that sales are flat, the staff are tired and overall the business environment is challenged by a changing culture. What’s a brand to do?
Now it’s time to do your homework. Rebranding involves 2 directions – a strategic and a visual solution. To be sure that rebranding results in an effective result, be sure to determine that elements of your brand are still valuable or need updating. Essentially – knowing where your brand sits today.
I’ve seen countless examples where companies are advised to change their logo when in reality, their current image has lots of cache with customers. Maybe an updating is in order, but essentially I’d advise to keep it and concentrate on where the real problems lie. And that problem area is almost always strategic. A great brand strategy is always the best foundation to build on. Strategy’s goal Is diverse but suffice to say it adds clarity which by extension AIDS in sales and a keen understanding as to why your brand matters.
Strategy delivers a foundation. Strategy tells you why to buy, how to act, it’s the basis of your brand culture.
Following closely behind strategy is the visual aspect of rebranding. It forms an emotional bond and plays on the psychological aspects of your brand. If it strikes the proper tone it can cement a relationship with stakeholders and help them to identify your brand with themselves. The visuals can be owned by your brand creating very effective differentiators. Means visuals being the strategy to life. The visuals including your logo are the face of your brand. Since it’s the first thing customers are exposed to it is often (mistakenly) identified as the brand in it’s entirety.
As a whole encompassing both strategic and visual your brand is your reputation. Everything hinges on that reputation so it’s key that you define your brand as opposed to allowing your competition to define it for you.
