Your brand is simply the perceptions you create. It’s how you make your customers, staff and suppliers feel about your business, product or service. Managing your brand allows you to become knowable, likeable and trustable. Your brand is so much more than your logo, or the external image you create. It’s everything you stand for.
A rebrand involves changing perceptions of your business, through your branding, logo, colours, typeface, images, messaging and marketing communications, so your customers perceive you in a new way. It allows you to realign perceptions, re-positioning your business in your chosen market so your customers choose you. It’s a strategic and visual make-over that affects buying behaviours.
I’ve managed many successful rebrands over the years, leading to amazing results like my client becoming no1 in their market.
But many small business owners get this wrong. They start with design – the ‘branding’ visual identity, rather than the brand (perceptions and strategy). This often leads to a brand that doesn’t connect with your customer and fails to change perceptions.
The brand fails.
You blame the design.
You have to start again 12 months later.
It costs your business dearly – in money, wasted time, missed client opportunities and lost earnings.
When do you need a rebrand?
You need a re-brand when your existing brand communications are no longer resonating with your clients. Perhaps:
- The business has developed in a new direction
- You now offer different products/services
- Your ideal customer has changed
- The market has moved on
- You wish to demand a higher price
- You need to create an impact by showcasing a new identity and changing perceptions
How to avoid the big rebranding mistake
The no1 mistake that people make is to take this to a designer first. The first step is to work out your brand strategy.
- What are your objectives?
- Who is your ideal customer?
- What perceptions do you want to create?
- What’s your brand purpose, your why?
- What are your brand values?
- What’s your brand personality?
- What brand touchpoints do we need to use to change perceptions of our ideal customers – social media, website, business cards, emails, Facebook ads, packaging, signs and more. Create a full plan and budget before you begin.