Atlanta ReBranding Consultant asks:
"How are you thinking
about your company's current marketing... thinking about a rebrand?"
A rebrand is not something you should do on a whim.
You might just want to update the description of your products and services to be stronger. Or you might want to do a bigger repositioning of what you do.
Whether you call it a rebrand or a Brand refresh, doesn't matter. What matters is that you create a great first impression, engage your audience, and give them what they need to move down your sales funnel.
But be careful.
You can get pretty twisted up in changing the wrong things… you could miss key opportunities that will create impact…or you might miss important details that make a difference.
Are you thinking:
We just need (another) fresh website redesign…
If only we had a hot new logo color!
What if we change the homepage "hero image" photo?
At best, your site looks "better"… but that's not why anybody buys. And you really don't want to jump out of the frying pan into the fire…a bad rebrand that doesn't hit the mark confuses people, and is often worse than doing nothing.
"Its not that we need new ideas...
but we need to stop having old ideas."
— Edward Land, Co-Founder Polaroid
"I like that quote, but we need
new ideas, too!"
— Joel Alpert
And why PowerReBrand?sm
You probably should plug into the nearest power outlet now — because if you're thinking about rebranding now, there's a good chance your strategic and communications power has been needing a recharge for a while.
You haven't done anything wrong.
It's a natural need.
It's natural for your business, your competitors, and your marketplace to continually evolve. And your business and branding revolves around up-to-date product/service offerings... with customer experience that demonstrates you understand their interests... and clear, compelling marketing communications.
ReBranding gives you a chance to do your best work, so you can compete more powerfully! Even if you’ve been in business for years. (Especially if you've been in business for years!)
What is a good rebrand?
A good rebrand is when we put fuzzy business, branding and marketing into focus. What's changed in the marketplace? How has your company evolved since the last brand refresh? Have you figured out better ways to offer your product or services…or do you need to?
What needs to change in your business or marketing? Why do your prospects buy? Why from competitors? Why from your company? Why do they say yes, and what does it take to move there?
Would adjusting the substance and presentation of your product and service offerings be stronger? Do we need to have a fresh new look? And can we work to move your sales process towards... more sales?
We're not asking these questions randomly. They come out in our working process. And that vital reboot unravels what has gotten off track -- or never was fully on track.
And when you do it well, you light up your business and its relationships.
And if you did this... don't you think it would make your business more productive, efficient and more profitable?
"…essentially reintroduced us to our Brand. He worked with us on strategic thinking, research, and helped us create a meaningful tagline. Equipped with this superior brand identity, we are now moving with confidence to redesign every element of the Brand. Our future is indeed brighter."
(See "They're Saying...")
CEOs and CFOs quite fairly ask...
"Does branding have a business case behind it?"
Why invest in rebranding?
The dollar value of branding: “The intangible element of the combined market capitalization of the S&P 500 has increased to around 80%, compared with some 30% twenty years ago, and is likely to grow even further as tangible distinctions between businesses become less sustainable.
➤ The brand element of that combined market value amounts to around one-third of the total, which confirms the brand as the most important single corporate asset.”
— “Brands And Branding” (Bloomberg Press)
Click Here for some more financial perspective on the real dollar value of branding...a blog post excerpted from "Brands And Branding."