Rebranding is much more focused than a simple makeover or a facelift, and must be approached in a holistic manner. Here are some questions to help you decide if you need to rebrand your business.
How is your brand positioned in your community? Evaluate the past and reflect on its vision for the future. Find out how your brand is perceived - send out a survey using an online form generator such as SurveyMonkey or JotForm.
Take a look at your values, define your target market. People choose brands that are a reflection of who they aim to be. This is why it is important to define your essence, your audience, and clearly show this in your branding so your prospects can easily determine why your brand is right for them.
The entire experience of your brand should reflect your values. It should be authentic and aspirational. In the words of Socrates, “the way to gain a good reputation is to endeavour to be what you desire to appear”. Your branding should reinforce and align with this experience, create positive perceptions, and instil a sense of pride.
Ensure your branding remains consistent across your marketing materials. Do you have brand guidelines to ensure consistency? These can be brief or extensive, depending on your brand’s requirements. They should at least include font usage, approved logo variations and your print and online colour palette.
Here are some mediums in which you should ensure your brand is consistent:
• Logo & tagline
• Stationery - letterhead, business cards, envelopes & digital templates
• Website & social media
• Annual reports & newsletters
• Site & vehicle signage
We hope these questions have helped you decide whether a rebrand is right for you in order to build a strong, clear and consistent brand that effectively represents the essence of your business.