How Do You Know If Your Company Needs to Re-Brand?
You’ve had the same logo and slogan for a few years now- or maybe you’ve had them for 15 or 20. They’ve been working just fine, so how do you know if your company really needs to re-brand? Let me tell you.
Public Relations Problems
One of the top reasons to re-brand is if your company has recently had some PR issues. Whether you had a factory accident that made the paper or someone connected to the company was arrested, and it made the six o’clock news, these types of events can be damaging to your brand. In these types of instances, it can be extremely helpful to re-vamp your image to separate your business from the events that happened. Creating a fresh brand will help people to associate your company with a new era of business; not your old problems.
Change in Leadership
Hire a new CEO? Get a VP? If you’ve recently had a major change in company leadership, re-branding can show how this transition will positively affect the company. It can also show the new direction your leader wants to take the business, and involve your customer base.
Outdated Image or Strategy
If you can’t remember the last time you updated your logo, commercials, or marketing strategy, it’s time for a change. Just like your own personal wardrobe, your company’s image needs an overhaul every few years. Technology evolves, customers’ interests and needs change, and so should your image and strategy. Stay current with your brand, in order to stay relevant with your customers. Even century-old companies like Colgate, Coca-Cola, and AT&T have changed their looks and strategies over time.
Clientele Has Changed or Gone Stale
If you’ve been having issues growing your client base, or your clientele has changed significantly (age, location, wealth, language, needs, etc.), you need to re-brand. Don’t just focus on changing your marketing strategy, focus on creating a complete, consistent brand and image that caters to your target customer. You’ll want to make sure your new strategy is modern, intelligent, and creates an emotional connection with your customer. It will help you to create the lasting relationships your company needs.
A fresh perspective is always helpful for business owners when dealing with their company’s direction. A fresh image is equally as impactful on the company’s customers. When people see that a company is taking measures to stay relevant, they have increased respect for it. Customers want to know that a business is doing everything it can to retain them as a customer and give them great service. If this is the case, they will naturally form loyalty to your brand. Keeping your image updated helps to reinforce those feelings, and keep your company at the front of the customer’s mind.
Abby Yetter is the CEO and Chief Consultant of Bright Ideas Small Business Solutions, LLC. She is a driven, enthusiastic businesswoman, with a talent for organizing the chaotic, and branding the unfamed. Abby strives to use her creativity, and experience, to solve the many problems of small businesses. With a background based in customer service management, social media, technological organization, sales, marketing, and customer experience specialties, she enjoys taking everyday complications, and finding the newest, most productive ways to execute the tasks.All stories by: Abby Yetter