Who are you? What do you do? Why should I care? Those are the three questions that your brand should always answer. These questions define you, your products/services, and capabilities.
It doesn't matter if you're publishing a blog, posting on Facebook, launching a new product, or redesigning your website, one thing should always consistent - your branding. From your color scheme to your verbiage, it should remain consistent and properly represent the company.
Now, how can you tell if your company needs a rebrand? We put together a small checklist of initial items to include as you rebrand. If you can nod your head to needing any of these items, reach out to us and let us help you.
Think of a branding package as the forefront of your company. It shows the world what you are about. This is a mighty project to take on, so it can become overwhelming. There is a lot to be considered when branding, but here a few key items to make note of:
1. If your branding does not properly represent your products and capabilities. If your name only represents a small segment of your capabilities, then a name or logo change might be in order. For example, our recent rebrand to The Marketing Squad came about as we are capable of much more than creating content; therefore our former brand, The Content Squad, was too specific for our capabilities as a multi-faceted marketing firm.
2. If your branding is outdated. Clients enjoy being on the cutting edge of everything from the latest strategies to the best technology. If you are out-of-date, you are limiting your clientele. Recently, I passed a business advertising repair services for my pager and phone, along with antiquated signage. It was immediately clear that if I needed a repair for my smartphone, that probably wouldn't be the place to start. Your advertising is your first impression - use it wisely.
3. If your branding causes confusion. Being clever is part of the game, but if your product's name requires too much thought from the potential client, you might want to reconsider. A punchline loses it's pizazz when you have to explain it, right? Proceed with caution when creating your brand.
4. If your branding misses your target completely. If your target market is men at ages 18-35, then your website and social media should be geared accordingly. All content and verbiage should attract and reflect your intended audience, or else you are losing them by the droves. For instance, I frequently receive an AARP flyer in the mail. As a 20-something, I have no use for AARP, so they have wasted money and misdirected their marketing efforts significantly.
Aligning your brand, capabilities, audience can be a trying feat but it is necessary in telling the story of your brand. Don't take the job on by yourself - have a partner through it all. Get the conversation started with a Marketing Consultant here.
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