5 Steps to Revitalizing your Brand
Times change. People change. Make sure your brand can keep up with all of this movement by maintaining its relevance.
If your company has been in business for a while, it may be time to revitalize your brand. Start with these five steps!
- Know Your Brand Inside and Out
Begin by examining your brand. Over time, your company may have gone off track a bit, losing sight of its initial purpose. Or maybe experience has led your company to pursue a new goal. Either way, it’s a good idea to step back and reevaluate.
Ask basic questions that lead to deeper answers. What does your company do? What is its purpose? What is your brand promise? Before attempting to rebrand your business, you must fully understand its motives and inner workings. Without a good knowledge of the brand, how can you expect to sell it to someone else?
- Understand Your Consumers
We can’t stress this point enough. To improve your branding, you’ve got to know your customers. What are their needs? What are their daily pain points? What kind of help are they searching for within your industry?
- Match Your Strengths with Their Weaknesses
Now that you have a firm grasp on your company’s purpose and a better understanding of its consumers, it’s time to bring the two together. How can your business help this customer base? Chances are that you’re not the only company providing this product/service. These consumers have a choice, so why should they choose your brand over your competitors? What makes you different? Finally, consider how you want the audience to feel when they think of your brand.
- Look the Part
As much as we’d like to support the whole “Don’t judge a book by its cover.” idea, you’ve got to admit that visuals say a lot. It’s not exactly anyone’s fault; it just happens this way. Consumers are exposed to hundreds, often thousands, of marketing messages per day. These messages are all around us in the form of billboards, restaurant signs, newspaper ads, online pop-up ads, grocery store labels, commercials, direct mail pieces, etc. That’s not to say we absorb all of these messages. The brain can only process so much at a time. Naturally, many marketing messages will go unnoticed.
Therefore, it’s crucial that your branding be as eye-catching and appealing as possible. Visual design serves as a first impression. Consumers choose brands based on their credibility. Design can say just as much about your credibility as the valuable content you produce and goods/services you provide.
Think of the last time you used a search engine to find an answer to a question. You probably opened several search results in order to compare information and find the best answer. Some of those sites may have looked sketchy and unreliable, so you closed them. Unknowingly, you judged those sites based on their appearance. They could have contained the most accurate information, but their design was the first thing you saw and led you to think otherwise.
- Back It Up with Valuable Content
You’ve hooked the consumer with your graphic design, photography, and videography. Now, you’ve got to continue proving your credibility with valuable content. Your website should accurately describe your company, its products/services, and how it benefits customers. Use social media to encourage consumer engagement.
This can be achieved by providing interesting daily updates, asking questions, and offering contests or giveaways. Your blog will be a source of frequent, in-depth information on company- and industry-related topics. Printed marketing pieces will also require stimulating copy that complements design.