The word ‘brand’ is widely misunderstood. It can be quite daunting from the outset, and even confusing as to what it actually covers. It’s ironic then that something which is all about identity does not have a clear identity itself.
The most widely believed misconception that people have is that your brand is your logo. This is wrong. A brand is not a logo. It is not a colour scheme. And it is not a font. These elements all form part of your visual message, but that’s only part of the story.
Why is branding important?
Branding has been defined in many ways over the years, but essentially, your brand is how your customer perceives you.This can be quite scary, because it means that they are in fact in control of your brand. You can’t control how a person feels, but you can encourage them to feel a certain way. A well thought out brand, built on solid foundations, will speak to the customer how you want it to.
An emotional connection to your current brand is perfectly understandable. But is it communicating your message as well as it could be? How does it sit next to your competitors? Is it time to consider a rebrand?
Reasons to Rebrand
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Rebrand to differentiate.
In a highly competitive market, your brand can provide an extra edge. Brand drives awareness and people naturally gravitate towards the brand that presents itself best and speaks the clearest.
Take the swimming pool and hot tub industry, for example. Most people are trying to say a similar thing, and presenting themselves in the same way. It’s blue, it’s water. It’s difficult to stand out and choose one company from another.
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Rebrand to change perception.
Is your message communicated how you would like it to be? How do consumers feel about you? Do they feel much at all? Your brand can lead this perception.
Businesses can use branding to present themselves in a fresh and more coherent light to attract new customers and demographics.
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Rebrand for corporate change.
Often, the right time for a rebrand will be in alignment with corporate change; whether this is at a time of business growth, new offerings or a shift in corporate structure. Perhaps integral business values have been redefined?
Whatever the change, the brand should move with it, and choosing the right route to communicate your new message can become a highly charged symbol of a new strategic direction.
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Rebrand to simplify
A business can already be well established, but a clearer, simpler message is more familiar and more memorable. It’s human nature to shorten people’s names, so many brands are doing the same with theirs in order to become more accessible and approachable.
Summary
A strong brand will provide value to your organisation well beyond your physical assets. If you’re looking to buy a new television, will you buy it from a small online business with a basic website? Or will you spend a little extra to buy it from a household name? You’ll go with the brand you trust, and you’ll be happy to pay that bit extra because of the perceived value the brand has.
Your brand can help position you exactly where you want to be in the marketplace. It can target the right audience with the right message - and you can do this more effectively than the competition.
Heritage is often an important and attractive selling point, and on occasions like this, we look at doing a brand refresh, rather than a complete rebrand. This enhances what is already uniquely yours, bringing your brand up to a level playing field and beyond in the industry.
Adtrak will be happy to talk about your brand and ideas on how we can help you stand out from the crowd and modernise your branding.
Don’t forget the exclusive offer for BISHTA / SPATA Members:
Adtrak has agreed to give a free digital marketing audit worth £1,000 to the first 10 members who request one. The audit will analyse your website and marketing efforts and then they will arrange a meeting to run through it with you and advise on how to improve your performance online. Email hello@adtrak.co.uk and quote SPATA or BISHTA today to request your audit, before they are taken up.
