A strong brand speaks volumes. From time to time, it’s important to look at your company’s brand, marketing, and mission to make sure they all align with your current goals. Your brand should be a reflection of who you are, who you aim to be, and who your potential customers view you to be. Sometimes a brand is dated, or a company has shifted direction, and a rebrand is necessary. We have walked through this process with multiple clients, and we’ve found there are 3 keys to a successful rebranding journey.
Look around. If you haven’t made significant changes to your branding within the past ten years, then you are likely behind in the industry. In order to maintain a level of brand loyalty and commitment from your customer base, you must be open-minded about how they perceive you and keep that as your priority.
Too many times we let our own personal preferences of what we like or dislike dictate our branding decisions. When you’re open-minded, you look around your industry, see the changes happening, and embrace those changes to keep relevant. The goal is not to be trendy or take a dramatic 180 with the direction of your company. Your first objective is to be open-minded and realize that it’s not your opinion of how your brand looks that matters. What matters is whether customer loyalty is enhanced through the message and image you portray.
Capture your Vision
When you set out on the journey to find a fresh look and updated feel for your brand, prioritize capturing the essence of who you are within your branding. Premium and luxury distributors selling to both builders and to high-end customers live in a more sophisticated marketplace. The consumer is saturated with premium branding experiences from small coffee shops to large luxury brands.
Premium marketing and branding surpass your company’s history. History is important and brings tremendous value to the conversation but when your brand looks outdated, it immediately references an outdated business model, outdated customer experience and creates a strong disconnect with new buyers. When you step into the rebranding process you have to see who you are through a different set of lenses.
Too many times we let our own personal preferences of what we like or dislike dictate our branding decisions. When you’re open-minded, you look around your industry, see the changes happening, and embrace those changes to keep relevant.
Tap into the brand persona: a process that unveils the full scope of who you are as a company. This process will challenge your thinking and push you. If you’re going to have a brand that resonates with customers for the next season of growth, you must capture the unique vision of who you are. Once you capture this vision, convert it into the message and voice that will resonate in your marketplace.
Embrace your Messaging
Any rebranding worth its salt has a combination of a logo, a mission, brand persona, essentials, your voice, and your messaging. When you complete the logo, you’ve only just begun. After rebranding, you should have a complete roadmap to how your company looks, speaks, and feels in your market. It gives your team the ability to hold fast to what you’re trying to communicate. Your speed, efficiency, and energy can funnel into communications and advertising. It also eliminates distraction and allows you to stay laser-focused on the message you’re trying to communicate to your audience, week in and week out.
The companies that step into this rebranding process are bold and realize how important their brand is to their audiences. In today’s market, people are looking to embrace and connect with brands. They’re craving authenticity. There’s no reason your brand should be living in the past when the future holds such great opportunities.