Is your brand on point?

Your brand is perhaps your most important asset. It’s often what potential customers and clients see first, and it’s also what drives them to make purchases or engage with your products and services.

In fact, it’s such a big deal that the word “rebrand” is enough to strike fear into the hearts of all those marketers and company bosses who hear it. But with a bit of planning and a lot of strategic thinking, it doesn’t have to be scary.

If you’re looking to give your brand a refresh this autumn, read on – here we share our top tips for shaking up your brand and giving your company’s identity a boost.

 

Think beyond your logo

While it’s true that your logo is vital to your brand, it’s not everything.

Your logo is simply your identifier, and your brand goes much deeper than that. Your brand’s strength relies on the feelings evoked in the mind of the customer when they interact with your company at any time.

That’s why Apple’s brand is so effective. Users all know that Apple is about simplicity, and that’s not just because the eponymous logo is so simple. It’s also because their products are sleek, their stores are airy and uncluttered, and their website is plain, tidy and beautiful.

 

Research your customers’ views with data

When it comes to rebranding, nothing is worse than having to go back on yourself and bring your old branding back out because your customers didn’t like the change.

When Gap changed its logo back in 2010, for example, customers responded with disgust at the new design – and the company swiftly changed back to the old one. That’s not good PR!

They say prevention is the best cure, so before you even start drafting internal ideas for your rebrand, you should carry out some market research. The effectiveness of a rebrand often depends on the surprise factor, though, so it may be worth researching through small focus groups rather than in a public-facing forum like your social media page.

 

Go the whole hog

If you’re a little nervous about your rebrand, it’s can be tempting to just alter some of your brand bit by bit – your Twitter profile picture here and your letter-headed paper there, for example, to test the waters.

But tinkering around the edges and changing some bits of your brand and not others brings with it an even worse problem than the risks involving in changing the whole thing. Your identity has to be largely the same at every customer touchpoint, otherwise your brand just looks sloppy.

Remember, your brand is your calling card and your identity – and if your customers can’t trust you to be consistent and organised with that, how can they trust you to be consistent and organised with your products and services?

Here at Fresh01, we have a wealth of experience when it comes to helping companies develop their brand identity. If you’re looking for a brand refresh or just some ideas on how your company’s identity can work harder for you, get in touch with us today.