Do prospects see your aged letterhead or brochure and run the other way? Have you given this the consideration it deserves? The image you present on your website, social media, brochures, and even your invoices will set the tone for how you’ll be perceived and received. Below are seven reasons for you to consider rebranding as a strategy to pick up sales and bolster confidence in your company.
1. Your Logo is Dated
You’re still using the logo you designed late one night using the very latest in word processors, fonts, and colors… 20 years ago. If your logo says that you’re out of touch with technology, modern methods, and current trends, then prospective customers will assume your products and prices are too. Don’t miss out on sales because you haven’t updated your image.
2. Your Brand has Negative Associations
SyFy is slang for syphilis and The Science Fiction Network has been ridiculed by even their most loyal fans. Gerber translates to “vomiting” in French, so France is probably a market they should avoid. iKea’s Fartfull workbench probably won’t sell well in the U.S. Make every attempt to avoid the pitfalls of accidentally associating your brand with negativity in all forms.
3. Your Company is Poised for Growth
Be positive and keep growth in mind when developing your identity. If you expand your services, having your brand tied to one service or product may backfire on you. In the same way, naming your company after locality might hinder your expansion options. Keep growth in mind when selecting a company name or image.
4. There’s a Disconnect Between Your Offer and the Perception
We’ve gone through our own share of rebranding here at WideNet. Our logo and marketing materials were built around our full company name, WideNet Consulting, LLC. We found that even though we consulted with our clients about their digital strategies, we’d be better served to drop “Consulting” from our brand to simplify our look and put the focus on what we really are. You need to be sure that the message sent by your branding is in sync with what your company offers.
5. Your Brand Doesn’t Differentiate
Did you know Rolex takes a year to manufacture each of their watches? The perception that a longer process is needed to build the world’s best timepiece also reinforces the value. They chose unmatched excellence to set themselves apart, and they’ve built that message and value into their branding. If every computer company uses a keyboard or globe, why not use an apple as your logo? You must separate yourself from the rest of the pack to be remembered.
6. Your Brand Doesn’t Appeal to Your Target Market
The look and feel of your brand should be crafted to appeal specifically to your target audience. If you’re trying to sell muscle cars and your prospects consist mainly of men, then using a cute, pastel design is most likely a horrible decision. Branding is much more than making something beautiful; it’s about making something that works.
7. Your Brand is Bland
If your customers are no longer as excited about your company or its products as they once were, new sales have steadily slowed, or your marketing efforts you used this year matched what you did last year, then your brand needs an injection of new ideas. Your company will rust, slowly fall apart, and eventually sink if you don’t take the time to care for it. Don’t let your brand go bland!
