“A brand is not so much about rational arguments but the way that the company resonates with people emotionally. Marketing is about values!” – Steve Jobs
How do your consumers feel about your company? Do they have an emotional connection with you and your business? The above quote by Steve Jobs is not only thought provoking and as a business owner I can relate to it as well. That is why I chose it!
Are customers noticing qualities in your company that does not line up with your brand? Maybe the growth of your business in not what you expected. Adverse business reflections would be a good reason to consider re-branding. “Re-branding is the act of changing the corporate image of a company or organization.” Keep in mind, changing the company brand is more in depth than just changing your logo.
Re-branding? How will this affect my business?
This is a question I had to mull over when deciding to re-brand. Most companies consider re-branding when they notice a decrease in sales; they lose their competitive edge, or when they feel the current brand is inconsistent with the direction in which the company is moving. Time to call a meeting. Before you jump into the deep end, think long and hard. Re-branding can breathe new life into a disintegrating business. Although, re-branding without a clear strategy can have an adverse effect. Weigh your options, be sure your company will benefit from the changes.
Out with the old, in with the new.
Now that you have decided to make some changes to your brand there are a few questions you should ask yourself.
- What are the intentions of my new identity?
- What do you hope to spark in the mind of your consumers and competitors?
- Are you authentically building value?
The last question is the most important. Only make changes that would help in the growth of the enterprise. After all, you are laying a new foundation. Authenticity and consistency are valuable traits for any business.
Surviving the blunders of re-branding.
Most CEO’s think of company’s like Airbnb, Accenture, and AOL, their re-branding strategy failed miserably. You are not them! Your fate will be different. Customers love honesty and transparency, answer their questions. Connect with your consumers and audience, communicate how the new brand will be better for everyone. Follow through on your promises.
At the end of the day, your brand strategy is what is important. Be true to yourself, don’t be blinded by the current logo, new product image, or beefed-up website. Stay in tune with the businesses values, products, and services. You are an entrepreneur, and the success of your business is important to you. Always be true to yourself and your customers.
Goal image courtesy of geralt via pixabay.com
Business Plan image by Tumisu on Pixabay.com
Success image by geralt on pixabay.com