Branding is more than a logo or color scheme. It is the heartbeat of how clients perceive your product or what moves them to act.
At its most basic level, a brand is a set of features (such as a name, logo, or design style) that distinguishes it from others. However, a brand is more than its features; it is an identity – the image or character of your business as people relate to it. Marty Neumeier, author of The Brand Gap, says, "A brand is a person’s gut feeling about a product, service, or organization.”
Knowing When It’s Time to Refresh
Like a fading wardrobe, sometimes your professional identity needs an update.
What served you well in the past might have lost its zip in the current season. Rebranding can make your business more enticing and competitive in today’s ever-changing marketplace. And this investment is certainly worth considering. Global consulting firm McKinsey and Company found that strong brands outperform weak brands by up to 20 percent!
Because brand touchups or makeovers take time and thought, it can be hard to discern if the timing is right to rebrand your organization. Are you feeling uncertain about the best course of action? Here are four questions to consider.
1. Does Your Design and Messaging Match Who You Are Right Now?
Your brand should communicate what makes you unique or differentiates your market niche.
While your company constantly changes, sometimes your brand identity does not keep pace. Conduct an honest evaluation: Does who you think you are match who customers think you are? Does your brand image communicate the “new you?”
2. Has Your Mission, Product Focus, Service Mix, or Target Market Changed?
If the essence of your business or its offerings has shifted, it might be time for a makeover.
Breaking from your previous imagery can help you lose limitations and create breathing room for fresh ideas, customer interactions, and industry partnerships. This is a strategic time for change if you are trying to reach a new market or segment a group within your previous audience.
3. Is Your Visual Identity Growing Tired?
Times change, and your business image must keep up.
Is your design persona outdated or stale? Does it appeal to yesterday’s customers instead of those you need to reach TODAY?
4. Do You Stand Out from Current Competitors?
Even if your products are revolutionary, competitors will creep in, hoping to squeeze your margins.
Because many businesses offer similar products or services, it is essential to set yourself apart from others with bold names, taglines, logos, visual components, and a distinct brand personality. This differentiation builds credibility and customer loyalty, making it easier for people to pay higher prices, rationalize a weighty investment, or choose your products from a sea of close alternatives.
Get Your Creative Wheels Turning
Your brand is your business’s most valuable asset! If it’s time to reshape your look, we’re here to help. Contact us today to update your print marketing materials.
