How does your audience view you as a company, and perhaps more significantly, how does the public view you as a brand? If you feel like you can use an edge in the competitive arena, here are some tips on how to effectively rebrand your company while maintaining relationships with current customers, and reaching new ones that you’ve reached never before.
1. What’s your USP?
The first question that comes to your mind may be, ‘what’s a USP’? A USP is a unique selling proposition. If you don’t have one, grab a pad of paper and a pen and start jotting down bullet points of what makes you unique. What do you do that’s better than your competition? Why should customers choose you over your competitors? Scale it down to one sentence or one phrase. Keep it short, memorable and effective. This could be used as a tagline, within your logo, or add meaning to branding elements, like your color scheme.
2. Repetition, repetition, repetition
People like to see the same thing over and over again. We are repetitive creatures that crave consistency. We like familiarity. It’s why some companies get backlash when they refresh their logo, change their website or rebrand themselves on social media. It’s because their customers were familiar and comfortable with what they saw time and time again. But keep in mind that change is good, and in the long run, you want to position your company and your brand for the long run. Don’t let your image become stagnant. And when it’s time for a brand refresh, let your customers fall back into a state of repetition and keep your branding consistent across all digital marketing platforms: website, SEO, social media, email marketing, content creation, etc.
3. It may be time to hire experts
You know your company and your products better than anyone. But when it comes to finding the right branding, it could be more time efficient and effective to hire the experts. They will find creative ways to refresh your brand in ways that you’ve never considered. Think back to the last few months, or even years, and the time and frustration you’ve spent into finding the right color scheme, logo design, website design or social media messaging and ask yourself if you’re better off hiring a team that has the right resources to competitively position your brand for success.
How your audience views you as an organization is a sensitive matter—one that should be taken seriously. If you know it’s time to get your branding right, consider these steps to move from a stagnant brand, to one that drives sales, is professional, clean, effective and moving your organization in the right direction.