Keeping your business modern and fresh can be a daunting task. For many business owners, the word “rebrand” itself sounds like an expensive journey you don’t necessarily want to embark on. Well, there is no need to brace for financial impact, instead, evaluate what aspects need an update in your brand from the list of common signs below and don’t waste your resources on changing elements that don’t need fixing!
Is your brand one that consumers can connect with? If you find that your business comes across as informative and dry, it is time to add some flare to the story. Being a compelling storyteller is what ultimately makes your brand one that resonates with clients and as a result, is trusted and sought after. Not sure what story to tell? Simply start with what services your business offers and why they are valuable to your clients. Are you offering financial advisement? Speak to the authentic value of your expert advice and your desire to truly put them first by helping them save money in the long run. Are you a florist? Tell your audience how you found your passion and why you do what you do. Show them your dense knowledge of the subject area with contagious enthusiasm. No matter what you sell or the service you offer, there is always a story, give consumers the connection they are looking for.
While similar to the latter, an irrelevant brand deserves its own category. Many business minds can get stuck in the comfortable and safe web of tradition. This is a dangerous web you do not want to stay in for long or else that spider will come, and you know what happens next. Apple Inc., for example, has done a flawless job of remaining relevant throughout the decades. Anyone remember when they came out with the first iPod? That clunky brick was the most popular thing on the market in 2001, but fast forward to today and notice its rapid evolution. In other words, the chances of you seeing someone running on the treadmill in the gym with the 2001 version are slim to none. Why? Because Apple did what it continues to do best and stayed ahead of the game, offering new and improved products at a mind-blowing pace. Evaluate your business by asking customers and scoping out the competition to ensure that you haven’t started falling back in the race. Are your services still solving the 21st Century consumer’s problems? Is your website streamlined to display on mobile, tablet, and desktop devices?
Expansion of Services
Maybe you find yourself in the desirable position of having new and various services added to your business or instead decided to specify your expertise in only one service. This calls for a rebrand. Maybe you have two separate demographics you are wanting to reach or a separate branch that offers a different service. Be vigilant to ensure that your change is clearly communicated and streamlined across all elements of your business. If you have a logo, a specific colour scheme, a tagline, mainstream the detail(s) so your consumer’s don’t get confused and you don’t lose business.
Are you just not showing up to the game?
Roughly 90% of online traffic starts with a search engine. If a potential client type in a service or product that your business offers, will you be on the top list of results they find? In the branding world, this is referred to as Search Engine Optimization or SEO. While you may have to pay for a program or agency a little money to optimize your business on a search engine, monitoring this aspect is extremely significant. If your name isn’t on the list, you can’t expect to be found. More importantly, where you are on that list will determine how much the consumer trusts the validity of your brand.
Change in Leadership
Last but not least, you may be a new addition to the business and have some tweaks and repairs you want to make. This often happens when a new leader steps into an already developed business. If there are changes you feel need implementation, be careful to either synchronize them with the other services, brand voice and overall identity or alter the brand entirely to fit the new and improved updates.
A rebrand does not have to be as intimidating as it sounds. Just remember to focus on one thing at a time and ensure that what you offer and why it is unique is clearly and effectively communicated to the consumer across all platforms.