Rebranding is only about a new logo and a new website. Or is it?
Suppose you’re starting a new business. Your new business needs a face and an identity – a basic kit of deliverables that define what your business looks like: a logo, business cards, letterhead, a website. But where do you find these things?
Others who have pondered this question and turned to the internet to find the answer have likely bought their “branding kit” off a stock image site or hired a freelance graphic designer on Fiverr. To the horror of designers, some have resorted to elbow grease and the infamous Microsoft Paint. Branding: solved! Time to focus on the real business.
Or so you thought.
And while it’s important for new businesses to get branding right from the start, it’s not uncommon for companies to “rebrand”.
Here’s the truth: changing your logo is not branding or rebranding – it’s merely makeup. Branding is more than aesthetics and involves more than just your logo and website design: it includes how you speak with and behave toward your audience.
So whether you’re looking to launch a brand or rebrand, there’s one very important question you need to ask: what, exactly, is branding?
To understand branding, it’s crucial to understand what a brand is. To quote branding expert, Marty Neumeier:
“A brand is a person’s gut feeling about a product, service or company…In other words, a brand is not what YOU say it is. It’s what THEY say it is.”
Branding is what happens when business strategy meets creativity, and this process goes far beyond the superficial. You build your brand by fundamentally defining what your company is, what you offer, what your values are, and how your company behaves before externalising that as a logo, website and other materials that fit your needs.
To do this, many businesses turn to agencies for their expertise and assistance in creating – or recreating – a brand. A competent agency will examine your company thoroughly before suggesting any visuals which is why charismatic brands don’t do makeovers often unless their business changes dramatically. Good branding is precisely designed to stand the test of time.
Here Are The 3 Questions You Need To Answer When You Decide To Build Your Brand or Rebrand:
1. Who are my customers?
This is a foundational question that’s worth revisiting every once in a while, like a regular health checkup. You can learn a lot about your current brand image by studying your current customers. What are their buying motivations? How old are they? Where do they live? Have they changed? Learn much about them, and you will learn much about you.
2. Who do I want as my customers?
“Everyone” doesn’t cut it! Your brand will lose its soul by trying to please everyone. Find a primary target audience and focus on winning their hearts Ask yourself who do you aspire to attract. Who’s your dream client? If you can describe how they look, how much they have in their bank account and what are their interests, you will be a lot closer to reaching them.
3. What makes me different from my competitors?
Finding what makes your brand unique can be as simple as looking at what’s already working or as difficult as finding a needle in a haystack. This is where branding experts come in to interrogate your brand until it spills the truth and nothing but the truth about itself. From there, the agency will work with your company to create a brand that sets your business apart from the competition and appeals to your target audience.
Pretty design can be a valuable tool, but it will only boost your brand when it’s built upon a solid strategy. Rebranding can be a challenging process, but when done right it will align what you have to offer with your customers’ desires.
We hope these three questions will give you a good start on rebranding. If you’re ready to win the customers you want, drop us an email at firstname.lastname@example.org!