Branding is something that is important to all kinds of businesses whether they are large or small all, and they form the basis of a company's identity. It is the face that they present to their customers and needs to be able to convey their brand messaging effectively using this brief introduction. When it is done well, branding has the ability to cement the place of a company in our minds and create something that is instantly recognisable across population demographics.
When branding is not done in an optimal way it can have disastrous consequences for the company, and in rare instances can even damage their reputation. Due to the increased effectiveness of market research these branding disasters are far less common than they once were, but awful branding still has the effect of alienating your potential customers and failing to resonate with your target audience.
One main problem that companies have with their branding is that they will leave it too long between brandings. If a company fails to update their branding they run the risk of their company looking dated and unrelatable. It is human nature to judge a book by its cover - we can't help but show a preference for brands that align with our personal outlook.
It is often the case that rebranding is put off for too long because of its associated costs and the amount of time it can take to complete such a project. These days, the rebranding process can be completely seamless and in fact can access an important milestone. Unfortunately, rebranding can still be a lengthy process but this is largely due to the fact that it is also a creative process, and creativity can take time.
Not only this, but there is likely to be more than one person making the final decisions within the company undertaking the rebranding, and differing opinions can bring a project such as this to a grinding halt. In truth, rebranding can seem like more trouble than it is worth, and when companies are concentrating on growth and development it can seem difficult to justify the increased cost and time expenditure on projects that may not be deemed essential.
Undertaking a rebranding project
If the time has come for your company to update its old branding and you don't have the power of a team of graphic designers behind you in house, the very best thing you can do do is reach out to a
that specialises in, or has good experience with your industry. Branding is definitely something that is best left to the professionals because they have a keener eye for what will look good and work well for your company over time.
An experienced rebranding team will be able to transform the look and feel of your website, physical store, social media pages, and even your product packaging to give them new life and make them feel relevant. Rebranding is especially important if it's something you have not invested in for several years because if this is the case then your current branding is likely to be doing more harm than good.
A rebranding project does not need to be extensive in order to be effective and successful. Even small changes to your current designs can make a huge difference, such as changing the font style of your logo or switching to a different colour palette. More extensive branding might cost more upfront, but it can be a great help and can even connect you with a larger audience.
This is because a new, fresh brand is always exciting, but also because there are several activities that go hand in hand with rebranding to generate an increased reach. For example, the launch of your new branding can be an event in itself, with social media posts, PR opportunities and more coming your way as a byproduct of the process. The more effectively you can leverage the opportunities surrounding your rebranding project the more you will benefit in the short and long term. Be sure to look into pairing your rebranding project with some innovative digital marketing tactics to make the absolute most of this time.
