Branding isn’t easy.
Not that anyone would imply it is. But not everyone understands what a herculean task it is to change a company’s brand.
Branding is much more than a new logo, alternating color schemes, and shifted messaging. Those things are certainly key elements of how companies present themselves to customers. But a brand also represents a company’s identity that is deeply embedded in the fabric of everything they are now or one day hope to be.
When conceived and executed correctly, a rebrand can propel a company to new heights or, if done poorly, sink it to the bottom of its market, alienating customers, confusing investors, and tangling up sales in painful knots.
Also, remember that a rebrand is far more than a marketing effort. It’s one of the few endeavors that impacts nearly every aspect of a business, including sales, customer service, investor relations, corporate communications, legal, web design, HR, and pricing. And a bit more.
So yeah. It’s complex.
However, there are also fundamentals you can learn before developing a new brand. Here are a few to consider.
Gather Input/Secure Buy-In
As pointed out above, a change in brand strategy can affect nearly all aspects of your company’s operations. Before committing to a rebrand, consult with company leaders to see how your efforts will affect them.
Of course, timing is a critical issue. For example, a branding launch at the end of Q4 might hamstring sales during one of their most critical periods. Website designers need to schedule resources and map out their efforts. Investor relations might consider a particular point in time too delicate to introduce a rebrand to investors.
There’s probably no optimal time to introduce a rebrand. But you certainly don’t want to catch any part of your business by surprise.
Create a Cross-Functional Team
After gathering input and the green light to proceed, build a branding dream team that provides continuous input to your work. Presenting ideas early on to these team leaders can help avoid missteps that might take months to recover from.
Include global representatives and people from different cultures and ages to ensure your messaging resonates broadly and reduces the chance of alienating a particular demographic.
Research Your Competitors
Before you can understand how your brand stands out from the crowd, you must first understand what the “crowd” looks like. Consider:
- Who are your competitors?
- What do your competitors offer?
- How do your competitors market themselves?
A good old fashioned SWOT analysis can reveal your standing in these categories. Chance are your sales team has already developed one. A brand audit will also help you fully understand who you are as a brand and what you have to offer.
Build a Brand Positioning Statement
With these competitive insights, build a brand positioning statement that is clear and concise. This statement will influence your internal and external stakeholders as well as your communications. It is a literal statement that is comprised of four main components:
- What does your brand do?
- Why do you do it?
- Who is your target audience?
- Why your brand is great (aka your differentiators)
Ultimately, your goal is to understand why your customers should choose you over your competitors.
Design Consistent Branding
Consistency is a crucial part of your branding strategy. Customers should know what to expect from your brand whenever they connect. That means the same color scheme, logo, and design elements across your content, no matter how they choose to interact with your brand.
When you maintain consistency, customers will recognize your brand at all stages of the buying journey. The times when you need to shake up your design should be few and far between, and with good reason.
Establish Messaging That Fits Your Brand
Messaging that doesn’t fit your brand can disrupt customer trust. Remember, a crucial first step in your branding strategy is learning what your brand is and what it offers. You may also want to consider your company values.
Your tagline, messaging to your customers, and all other vital elements should reflect your customer experience. For example, if you claim that you have excellent customer service, customers should count on receiving it. Likewise, if you pride yourself on eco-friendly practices, your packaging should reflect that.
Improve Customer Value
As you study your brand and what it offers, you’ll also learn to deliver value to your target audience. Different segments of your audience may have different needs. Strive to deliver value to all of them in a way that aligns with your core values and messaging. That may include:
- Providing content that addresses specific customer problems and needs
- Offering better deals to your customers based on their past orders
- Striving to offer new products or services that meet the needs of different segments
Spread the Word
Once you determine what your brand looks like, get the word out. The platforms you choose for your marketing efforts are critical to your success. Think about where your customers spend their time, what they read, and what social platforms they use.
Ask yourself what do your customers care about? What influencers do they follow? How do they choose the brands they want to use? The more ways you can connect with them, the more likely they are to choose your brand.
Improve Your Brand Strategy
At Red Fan Communications, we understand the importance of building a solid brand strategy that you can maintain throughout your marketing efforts. Contact us today to learn how we can help you improve your brand strategy and reach your target market.
