Your brand identity communicates your business’ personality, sets it apart from the competition and creates a memorable impression in the mind of the consumer. This is why it is extremely important to ensure that this identity is cohesive and perfectly represents your business and brand value.
The main elements that form the identity of your brand are the color, design and logo that cultivate a certain image in the consumer’s mind. For example, Coca Cola is one of the top beverage brands and has maintained its identity and acquired a global reputation. The timeless red and white logo in script text is pretty much known around the world.
Therefore, what you choose for color, design and log can make or break your brand message. But it is also necessary to reinvent your brand to keep it relevant over time. Take a look at a a few signs that indicate you need such a rebranding exercise.
The Logo is Being Easily Mistaken
Your brand has evolved over the years, but the logo might not have evolved as effectively through this journey. It does not match today’s brand elements anymore. Fonts, shapes and colors have begun to clash with those of your competitors. Customers might have started associating another brand with the products and services you offer. This can eat into your market share, and you end up losing brand equity. So, consider updating the logo to update your brand voice.
Create a strategy that encapsulates your brand, appeals to your target audience and tell your story. A mere change in this “surface level feature” will help your brand keep up with the times and re-engage your target audience.
Reinforcing your position in the market from time to time is crucial. You need a winning strategy to stay ahead of the curve. Make sure your branding reflects the core identity of your business, such as purpose, mission, vision and values. Consider aesthetic and artistic inspirations to improve the visual appeal. Check if your brand messaging is consistent and working.
A re-examination of your brand with clear content and story can ensure a positive experience, whether someone is seeing your product page or reading your posts. Perform a competitor analysis at regular intervals to ensure you stay ahead.
Considering a New Demographic
What appeals to Gen Z might not be as exciting to Baby Boomers. Launch a rebranding campaign to let existing customers and new ones know about your new focus. Let your brand resonate the way your new audience wants it to. This way, they will gain confidence by witnessing the steady growth of your organization. This can subsequently ensure better profits and help you address the unique needs of your customers. Work with a reputed digital marketing company that can craft a compelling campaign that converts.
You can also refresh the brand identity without a full makeover. This includes realigning core brand assets, refining your communication language and considering a new initiative to engage your customer base.
Branding is an area of marketing that you cannot afford to take lightly. Work with skilled professionals to get a fresher and more current brand identity.