There comes a time in every company’s life when they realize that they need to consider rebranding if they want to stay alive in this competitive market. Most marketplaces are competitive so this can apply to basically any industry from finance to agriculture. You do not even have to have a defined and strategized brand or image per se. The way your company presents itself, handles client or customer affairs or simply the way its logo looks can already define a corporate identity for you, without you even knowing about it.
1. Rebranding with the Market in Mind
A good market research is halfway to a successful rebranding effort. Explore and define your ideal target audience and rebrand your company’s image accordingly. Buccellati, a world-famous luxury jewellery brand has been around for generations but they were not afraid to rebrand and open their line of designs for the younger generation by creating special, bejeweled iPad and iPhone covers – read more on Forbes.
Summary: base your marketing on what the market demands and adjust.
2. Invest… in Your Confidence!
If you were wondering how to become an influencer in your niche, there is only one simple thing you have to do. Act like you are one. If you are skilled and experienced in what you do, the process of rebranding to an influencer will go easy.
One of my clients owns a company that creates machines for laboratory automation. This is a very tight market with only 5-7 companies in the world. My client was the smallest of them but he had the most talented team and the most efficient product. Still, their capabilities were repeatedly questioned by potential buyers. They asked me to consult them and rebrand their public image. Right after I identified a new branding for them, they have closed the deal with a big client.
Summary: You started your business because you believed that you could offer something different. Don’t be afraid to act on it.
3. Invest in Your Design
You are rebranding because you want to see positive change in your company’s future, right? In that case, take the design element of it seriously. Designing a new logo, new website, defining new colours are all necessities if you want to differentiate yourself from other businesses. Get a fresh look and attract more customers.
If you have a product that is visually pleasing, do play it to your advantage. I specialize in branding pre-construction condo projects and helping builders outline their vision for the market. I see that when we use vivid imagery in their brochures or newsletters, it conveys a message that sticks with the audience longer, as opposed to a block of dry text.
Summary: Even if you are a service-based, B2B company, you would be surprised how many creative ways you can implement a great visual representation of what you do.
These are the 3 key things you have to consider when you are planning on rebranding your company. The businesses that keep up with the changing demands of their industry are the ones that able to stay relevant even when the economy swifts.
If you need to brand or rebrand your business, feel free to contact me for a consultation, I will be happy to assist you.
Joyce Padilla – Branding Consultant