Does your business need re-branding and how do you execute it?
by Sam Venator
Deciding to re-brand your business can be a daunting task and shouldn’t be taken lightly.
Before you decide to re-brand it’s important to understand what branding really is! Your business name, logo, tag line and website make up only a small part of your brand. The thoughts and feelings your customers have towards your business or product completes your brand! Essentially your brand is your business’s personality.
Think about who you are as a person, your name is part of who you are, but you are so much more then just your name. You have a certain preference for clothing styles, food, activities, humor, and music. All these things make up who you are and make you unique. How is your business unique? This is your brand.
Even the most well known and beloved brands need to re-vamp their personality. It could be that the times have changed and what once worked no longer resonates with your audience or it could be your business has changed and you need to accurately reflect that.
There are many reasons a company may choose to re-brand themselves.
- Change in leadership
- Change in product or services
- Boost customer engagement
- Re-vamp negative reputation
- Lack of brand clarity
This of course is not an inclusive list, but it gives you a bit of direction when thinking about re-branding.
So you’ve decided your business is ready for a face lift but what’s your next step?
Think like your customer. This of course is easier said then done. A good place to start is your reviews. What are your customers saying about your business? Make a list of anything that’s reoccurring (good customer service, lights are to bright, music is to loud, floors are dirty etc.).
Now right a list of things you want to hear your customers saying. This is your starting point for a re-brand.
Now it’s time to get a hold of some professionals. The internet is full of company’s and individuals offering graphic design, branding & website services how do you know which one to choose!
Start with accessibility, your going to want to work closely with who ever you choose to re-brand your business. So, make sure your able to have a face to face conversation with them. It’s very hard to tell if you connect with someone over email.
What work have the done in the past? This isn’t the end all be all, but it’s always good to be able to see their past work and what they were able to deliver.
Finally, planning! Are they able to show you in writing how they intend to re-vamp your brand and included the elements you outlined above? Its incredibly important that you can clearly understand what is being proposed to you prior to starting work on the project.
Launching a re-brand is a big deal, it takes time, money, and resources if you get it wrong it will ultimately hurt your business.