It’s that time of the year again when kids go back to school and start their studies again based on what they’ve learned up to this point in their lives. Education is progressive and built upon prior experiences and knowledge. Likewise, a brand might need to be advanced every couple of years or so to remain cultivated and top of mind. To start fresh each year, re-evaluate your audience, update your offerings, spruce up your social media profiles and take stock of what’s being said.
You want to modify enough to be current, while still staying relevant with your key publics. Here are a few tips, highlighted by information from Michael Olguin’s article in Inc., on how to accomplish a successful rebranding campaign while maintaining relevancy:
Think specifics. When rebranding your company’s overall image, all details should be taken into consideration – from your business strategy to point of differentiation to target audience to messaging. No element is too small to be left out. For example, it’s not just about the design of a new logo, but rather the characters and even the colors that offset one another. Take into consideration the significance of numbers (if included in your logo) or the meaning of the colors you use.
Ask questions. According to Mr. Olguin, “One of the biggest challenges brand managers have is the threat of becoming myopic. They begin to believe that they know exactly what their target consumer wants and what their motives are. This is a HUGE problem and it happens all the time.” Continue to engage with your stakeholders, through social media platforms and blogging, to ensure the unremitting gathering of valuable information and your consumers’ wants and needs.
Innovate and have a vision. To hold existing audience interest, create opportunities for them to rediscover your brand – this will also serve as a chance for new customers to take notice in your company. Understand the marketplace, create a vision, know that you might hit bumps in the road and keep your eyes set on the horizon. Use what originally made your brand successful as inspiration to contemporize your offerings.
Keeping up with an evolving marketplace and catering to the various needs of key consumers, all while staying competitive in your space, can be a lot of balls in the air. But, the ability to adapt with the changing times says a great deal about your company’s future relevancy and capacity to grow with its consumers. The ideal relationship for lasting success.
Have you experienced a brand refresh? Or are you thinking about it? Where do you plan to start?
Lisa Tilt is Founder and President of Full Tilt Consulting (www.FullTiltConsulting.com), a national brand development and content strategy firm. Contact her at lisa(at)fulltiltconsulting(dot)com.