It takes a lot of time to create and build a brand, the essential base of your marketing. Rebranding might sound a little frivolous at first—isn’t it just changing colors and logos? But there’s more to branding than just colors and logos, although those are not just cosmetic concerns. Branding involves your tagline, your voice, and your whole story as a company. It’s social media, websites, emails…it’s a shorthand for your company’s unique identity.
So why bother with a rebrand at all, if it involves so many moving parts? The answer is simple: change. Your company and your products have changed over the years, hasn’t it? What about your industry, your target audience, or your potential customers? Here’s a roundup of questions you might ask yourself to see whether a brand refresh should be in your future.
- Are you offering new services or products? Retiring older products and services, and offering new ones, signal a serious change for your brand.
- Are you getting fewer leads and slower growth? How are potential customers viewing your company? A strong brand attracts customers by showing your value, your credibility, and your expertise. Branding improves recognition and helps you secure a place in your customers’ minds. Is your current branding doing all it should?
- Are new competitors on the scene? Your brand differentiates you from your competition. As your competitors change, your brand should evolve.
- Is your target audience changing, or are you trying to attract a new audience? Customer tastes and needs change. Research into your target audience is critical. What messages or imagery will they respond to? What channels reach them?
- Is your industry changing? Keeping on top of industry trends gives you insight into the direction your brand should take. Market conditions are always in flux. If you’re a contractor in the Northern Virginia and the greater Washington DC region, for example, work can ebb and flow based on the administration and the funding.
- Are you changing? New ownership? New location? New philosophy? Your branding should reflect this.
What does rebranding involve, then? It means carefully thinking about your answers to the questions above, and then understanding if your current brand is helping or hurting your efforts. It means a hard look at everything about your current brand: your website, your logo, your social media presence, and your content.
If you don’t know where to start, rebranding seems overwhelming. Companies are often so busy focusing on the day-to-day challenges that they don’t have time for a major rebranding project. A digital marketing agency with experience in branding services can come to the rescue. They can help you analyze your current brand and come up with a strategy for rebranding. Professional market research can provide you with the hard data you need to make tough decisions. And skilled designers can create logos that capture your company visually.
It’s also a good idea to think local. If you’re based in the Northern Virginia or DC region, Northern Virginia marketing firms can help you make sense of the local business climate and how it affects your brand. Rebranding may sound tough, but with the right outside help, your brand can evolve along with your business.