New Year... new you?
Look, everyone thinks they need to reinvent themselves the moment they see the calendar roll over to January…But new isn’t always better and different doesn’t always equal profit. Especially when it comes to your business, you need to approach a rebrand carefully.
When should you re-evaluate your branding? Here are a few instances when this is totally necessary.
1. When you need to differentiate yourself from your competition.
If your messaging and branding is too similar to your competitors it’s costing you business. Moving in a new direction with a rebrand that showcases your unique value in your field will help cut through the white noise (and the stock photos) and create a memorable brand your audience can grow loyal to.
2. When your look/messaging is outdated.
Nobody wants to see your Papyrus font or your color palette from the early 2000s. Continuing to use outdated branding is weighing you down and making you seem past your prime. Especially if you’re in an industry where outdated = obsolete, apply the same thinking to your branding.
3. When you’ve evolved beyond your original mission.
We have some personal experience with this one. Sometimes as your business grows, your offerings grow. Your expertise grows, and…so should your price tag. But nobody wants to pay more for something they’ve already gotten at a lower price, even if they’re aware that it’s been upgraded in every way. Your brand’s face to the world should match the quality of your offerings.
Rebrand Your Marketing Strategy
If you’re considering a rebrand you’ll need a new marketing strategy. Marketing strategies are made of 3 parts:
1. Your Audience – Who are you going after?
If you’re marketing to a new demographic, go check out our blog on target personas. It will give you a free template to help identify your new audience and zero in on messaging that will resonate with them.
2. Your Message – What do you want them to remember or think about you?
Your new brand and voice are vital here. Your marketing strategy should connect your brand identity to your audience in a visceral way. How could your product or service impact their day to day experience? How to do you make their lives better?
3. Your Tactics – What’s the best way to get to that audience?
Once you’ve established and refined your message, you need to find the most effective way to communicate it to your target audience. It’s crucial that you stay up to date with your audience and put your message in a setting where they’re most likely to engage with it. (Good analytics and professional targeting are the secret sauce.)
Remember, a good marketing strategy will identify and understand your target audience on a human level so that you can connect with them in a genuine and compelling way.
Are you considering a rebrand with the new year? If you want to chat through design, messaging, or targeting we’re always here to help.