Branding is essential for modern businesses to prosper. Branding goes beyond a logo or a business card, however, both are part of the overall brand experience. Successful brands create cohesiveness within their marketing strategy. Branding represents your company’s mission and appeals to the needs and wants of your ideal customer. All of your marketing collateral – emails, logos, social media, flyers, signage, uniforms, etc. – should be consistent, unique, and relevant to your brand’s persona. Your business’s branding should build connections and relevance. Whether your business has evolved, grown, or slowed down, now is the time to take inventory of your marketing collateral for 2021. 

Why should you refresh your brand?

With the start of a new year, many brands alter their marketing plan from previous years. For some, the techniques and methods of the past are not sufficient to keep a brand alive. 

It’s important to consider how a brand refresh would pump new attention into your business. Have your business services or information changed? Would you like to reach a new audience? Regardless of your industry, refreshing a branding strategy, or rebranding has some major benefits you should consider. 

1.      Stay Current & Connect with a New Audience – If your brand never gets an update or a refresh, it gets old and can become stale. You should not wait for your logo or color scheme to go out of style. Your updated look can help you grow your business by connecting with a new audience. A rebranded look will send a message that your business is relevant and in tune with the needs of your customers. Part of your rebranded look should include an updated logo as well as updated signage for the exterior and interior spaces of your business featuring the new logo. Make sure everyone takes notice by illuminating your exterior signs and adding window graphics to all of your outside-facing windows. Inside, an updated lobby sign, wall graphics, wayfinding signage, and more send a clear message that your business pays attention to the details. Don’t forget other important details – your website, printed marketing materials, uniforms, promotional items, tradeshow displays, etc. 

2.      Set Your Brand Apart from the Competition – As your business grows, you compete more and more with others in your industry but there comes a time when you need to make sure customers know what makes your business different, better, unique, etc. You want to be sure they see you as the experts and the go-to option for the products and services you sell. A rebranding can help your company stand out as the industry leader that appeals to your audience.

3.      Boost Your Bottom Line – Rebranding will ultimately make your business more profitable by helping you reach a new customer base and expanding the reach of your brand. 

4.      Strengthen Your Brand Identity – By undergoing a full brand audit, you will tune in to the intricacies of your business on every level and from every angle. All of your updates surrounding the rebranding will help to strengthen your brand’s identity. This translates into a better perception of your brand by your audience which will contribute to your ongoing efforts to grow your business.

When should you refresh your brand?

Refreshing your brand shows that your business is evolving; therefore, as your business grows, you may want to consider a rebranding. There is no hard and fast rule as to when you must refresh your brand but there are certain moments in your business’s growth that a rebranding is recommended. Consider some of these below.

·         Additional products or services are being offered

·         Service areas have expanded

·         New management

·         Business goals have evolved

·         Your products or services offer a new value

·         You have an updated business model

If your company needs a new approach to branding and marketing collateral, call the experts at your local Signarama.