It is the total impression on how your clients see you. Therefore, it’s important that your brand reflects your company, your mission statement, and your products!
There will come a time when you look at your company branding and you think – this is just not me/us anymore. Don’t worry though, you’re not alone in outgrowing your own branding. It’s completely normal! Rebranding or even refreshing your company branding can help you reach a wider audience, bring in new clients and just remind your current consumers that you are still on top on the market.
A lot of times clients come to us wanting to rebrand but unsure if it’s the right time. These are a few of the questions you should ask yourself before you embark upon the process of rebranding.
Does your brand name reflect your brand vision?Although changing your brand name can be scary, it’s worth considering if what you are trying to say is completely different from your brand name. What seemed like a great name when you first started may no longer represent what your brand is about. Sometimes the company outgrows the name, sometimes the name outgrows the brand. Whichever it may be, make sure your brand name isn’t dragging down the brand itself.
When it comes down to it, branding is all about standing out from your competitors. (In a good way!) You need to ask yourself, does your brand get lost in the sea of competitors or does it stand out like an eyesore? Neither is good, and it’s important to find that fine balance between the two. Repositioning yourself and capitalising on your brands unique values can ensure your brand is more visible to your target audience when searching for your product. Here at NUCreative, we offer brand placement analysis to establish where there’s a gap in the market, offering you the best design strategy. Your business was founded by your drive to make an impact; therefore, your branding should reflect that same passion for the industry you are positioned within.
Has your business model or strategy has changed? So 15 years ago when you started up your business model was X, now it’s looking more like A and the strategic objectives that you founded your company on no longer correlate with your market. That’s ok, it’s completely normal! In fact, it’s kind of great cause it means your company is growing and adapting to fit the market. However, when your business changes, so must your brand. Your companies brand should always align with the way it operates behind the scenes. How else will consumers know what you are offering? You need a branding that depicts who you are as a company!
Times change, as will your consumers. To make sure you are always reaching your target audience a rebrand is often needed. It will allow you to redefine yourself and reach new, untapped audiences while keeping you on top of a potential demographic shift. People love passion and emotion when they buy into a brand or product. If your design lacks passion and an emotional connection with its’ audience, it’s time for a rebrand! Helping not only keep your current consumers, but reach out to a new, wider audience.
Laura Lidstone is Lead Designer at NU Creative, specialists in design and branding.
NU Creative have been supporting companies like HIREWORKS, CHaL and Gerald Edelman with their rebranding projects. We are passionate about creating truly stand out brands for our clients. Get in touch to find out how we can help you evolve.