Find Out What is and What isn’t WorkingThe state of your branding is the first thing people will see, feel, and remember about your company. If you’re not sure what customers’ perceptions of your brand are, you won’t be able to make decisions about revamping it that are informed by reality. A brand audit is a useful tool for getting a clear picture of your existing situation. By identifying the strengths, weaknesses and opportunities that exist in your current business or organization, you can begin to create a plan to address them. A good way to conduct this type of analysis is by asking yourself questions like:
- What are the positives? What is working well?
- Who are we trying to reach and how do they think about us? How do we want them to think about us?
- What do our customers value in what we offer them and why do they buy from us rather than someone else?
Research Your CompetitorsYou know how real estate agents always say, “Location, location, location“? Well, they’re not just talking about houses. The same goes for branding. Business owners can’t just choose a couple of visual elements and hope their company will become instantly recognizable. Instead, branding experts start by delving into who you are as a business and what sets you apart from your competitors. It’s important to be true to your brand while still learning from other companies. If you’re not sure how to do that, here are a few suggestions:
- Understand why people are loyal customers
- Be able to identify the needs of prospective customers
- Know what makes your business unique and differentiates it from competitors.
- List competitors: The first step is to list all your competitors in one document and then add an “aspirational” brand next to each competitor.
- Analyse and compare: Once you have a full list, do a SWOT analysis on each competitor (strengths, weaknesses, opportunities, threats). Then compare yourself against the aspirational brands using the same method of evaluation for strengths and weaknesses as well as opportunities and threats
- What are their strengths? How can they be improved?
- Similarly, what are their weaknesses? How can they be addressed?
- Also analyze differences between aspirational brands when deciding which unique niche or area of focus would benefit both your product and/ or service offerings as well as brand identity.
- Define your brand identity: Now that you have your competitor analysis completed; you know exactly where your niche lies within this space. You also understand better how to differentiate your enterprise from other competitors who may offer similar but not identical products or services (niche differentiation).
Avoid Using Stock PhotosRepeat after us: “Say NO to stock images!” No matter how much money you may be saving or how much careful planning is required for authentic photos and graphics. Here are the primary reasons why original images are so much more powerful and persuasive:
- They accurately convey the character and culture of your company
- Targeted imagery can showcase specific elements of your enterprise that make you special
- They increase your credibility and prove your commitment to quality.
Consider Updating EverythingThe two aspects of your brand identity that should be at the top of your mind when rebranding your marketing collateral are:
- Visual elements – that represent how you look from your logo to imagery, colors, and typography.
- Verbal elements – like your placement, value proposition, tagline, and messaging style.
Focus on the Present and the FutureThe reinvention of a brand is a delicate process. Although there’s an expectation that a rebrand will serve as a change for the better, your current customer base may not share this sentiment. You’re likely to receive criticism from those who view the new brand as an improvement and from those who don’t. It can be tempting to design a new brand identity with only your target demographic in mind. It’s important to keep in mind, however, that the needs and expectations of existing customers may vary considerably from those of your new target demographic. The goal should be to connect with both current customers and potential ones through a rebranding that resonates with each. Great branding is a great way to gain visibility and increase sales. But it’s important not to get complacent by relying on your old branding or getting too comfortable with the status quo. There are many ways you can stay competitive in your industry – including rebranding. A competent digital marketing agency serving Oakville, Burlington, Milton, Mississauga, Hamilton, Toronto, and GTA can get your site into the top rankings. Contact KEY27 Marketing for help with your rebranding today.
About the author:
Octavian Nastase is passionate about internet marketing and he is the KEY27’s website conversion optimization specialist. With over a decade of experience in the field, he has helped businesses getting more clients from the online world and convert more of their website visitors into customers. Octavian is known for his creative approach to solving problems and his ability to break down complex concepts into simple, actionable steps. In his free time, Octavian enjoys reading, traveling, and being part of his children’s lives.
If you’re looking for someone who can help you get the most out of your website, Octavian is the person you want to work with.