There may be a thousand roads that you obtained your mode to this article, but the truth is, something has you wondering if you need to rebrand your business or only refurbish your online spirit based on the brand you have.
Did you notice that Constant Contact underwent a full rebrand? Read about the brand-new Constant Contact, including our updated examine and feel, and our thought process behind rebranding.
No matter what brought you to this article, now you’ll find answers to your questions about when you should rebrand versus when you should revamp your current brand.
We’ll start off with how to know if something is amiss with your current brand. Then, we’ll discuss how to decide if you need to rebrand or if reworking your current brand will do the trick.
How to know if your label isn’t hitting the mark
One of the best ways to know whether or not your symbol is saying what you want it to about your business is to ask.
You’ve likely visit or accomplished a branding sketch at some object in your life. You exactly may not have known that’s what it was. Big firms often kept branding investigations out when they’re getting ready to roll out a new product, check on how their produce is doing against the event when it comes to recognition, or when they’re thinking about rebranding themselves.
You may not be a large corporation, but you can do the same thing. Conducting a brand identity survey is one of the easiest ways to find out what your customers truly be taken into consideration your brand.
Conducting a symbol identity investigation
Start by hit out to your current email marketing readers and asking them to take a brief survey( do some sample questions here ). After that, think about using your social media pages to invite additional the consumers and contacts to participate in the survey.
Quite often, people need to be incentivized to take a survey, so think about offering a special discount, free item, or another incentive for beings involved in your survey.
When sending your survey out into the world, deter an open thought. You will likely get both negative and positive feedback and often, it is the negative feedback that is the most helpful.
When to rebrand
Rebranding can be a lot of work. It involves varying is not simply the entire visual inspect and feel of your firebrand, but it also includes changing your messaging. Generally, a rebranding is worked on behind the scenes for months or even years and then wheeled out all at once. Like the flip-flop of a light-footed button — or at least it’s made to appear that way.
That may sound daunting. However, if the feedback you’re getting from your label identity examines is in direct contrast with what you want your firebrand to be, it’s clearly time to rebrand.
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Of course, there are other occasions that you should consider rebranding. Here are a few 😛 TAGEND
There is a complete disconnection between what you want your symbol to be and what existing and potential clients think your brand is.Your business’s culture has changed since it startedYour business has changed in ways that make it completely different from what it was when you started out, but your branding has not changed.Either your business’s capabilities, supports, pulpits, or another major component of your business has changed in such a substantial way that the business is no longer what it wasNew ownership or leadership is looking to change the course the company does business
In other names, you should consider rebranding when you want to completely change how your business is perceived by others.
When to rework your current brand
In contrast to rebranding, rewriting is a slower, businesslike process. When I say “revamp” here, I’m talking about make what works with your brand and building upon it. Revamping your online existence to strengthen your label is a process where you might keep your logo, colourings, etc.( if they toil) but then revamp your social media, email sell, and even your website in order to build a cohesive tone that commonly shows the symbol you require the world to see.
Generally, you’ll want to revamp your label if 😛 TAGEND
The overall taste of your symbol is very close to what you want it to be, but isn’t relatively there hitherto — sketch participants had the chastise sensing of your brand, but their responses divulged a lack of specificityYour branding scarcities precision — investigation members were unable to pinpoint exactly what your brand stands for or there were lots of different opinions on what it stands forYour different sell scaffolds are undone or discordant with your firebrand — each channel has a different expres rather than one voice with different messagesThe brick-and-mortar location doesn’t match up to your online attendance, i.e. your storage is fun, informal, inviting, and full of emblazon, but your website is formal, stark, and stand-offish.
You’ll know if either of the above is true if the the information received from your brand name canvas varies depending on what vistum of your brand the participant is reviewing. If those who answer questions based on your website tend to understand your brand correctly, but those who answer questions based on your Facebook, Instagram, or other social media paths are totally off from what you want your label to be, then it’s time to revamp your brand.
Also, if the answers to your examine suggest that members aren’t clear on what your brand is, then it is capable of revamp your current brand rather than rebranding altogether.
Want to see how and why someone else rebuilt their symbol? Check out Revamping a Brand: The Concord Cheese Shop.
Revamping a firebrand
As I mentioned previously, revamping a firebrand is a process of used to identify what works with your current branding and building upon that.
While the answers to your investigation questions can come in handy here, sometimes it’s best to take a hard-boiled look at what your business stands for, as well as its culture, and decide what the various aspects of your business you want to express to potential customers.
Yes, I said potential patrons. Your current purchasers once have an idea of what your brand is. After all, they are doing business with you.
When it comes to revamping your brand, you want to think about who you want to attract to your business. For instance, if your current customer demographic is mostly made up of 18 -2 4 year-olds but your business is genuinely geared towards the 25 -4 5 years-old demographic, then you might want to rethink either what you’re putting out there, or better yet, where you’re putting it out.
How to refurbish a symbol
In order to rewrite a symbol, I hint starting with your website. Your website is the hub of your online marketing strategy. It is where all things online should point to. Therefore, it is the most important aspect of your online vicinity. Do a website checkup to make sure that your website reflects your brand appropriately, clearly, and consistently.
After you’ve been through your website, take a good look at your email market. Make sure that what you’re sending out to your current readers accords the branding you’ve done on your website. Besides moving assured that things like symbols and pigments match, make sure the overall feel of your email sell competitors as well. If those two are properly aligned, then it’s time to take a look at your social media platforms.
When it comes to social media marketing, the first thing to check is whether or not you’ve been using the title social media pulpit to reaching your target audience.
If you’re not sure which social media scaffold( s) are right for you, check out our commodity and infographic on the Best Social Media Platforms for Business.
Once you’ve figured out which programmes fit your business best, choose one platform to be your primary social media direct and then plan to use others to increase your reaching. This mode, as you rewrite your label, you can focus on your primary channel firstly and then work your highway through your other pick pulpits according to what you have seen primary, secondary, or tertiary channels.
Consistency is key
Whether your rebranding or refurbishing your current brand, the essential points is firebrand firmnes. This disappears for your brick-and-mortar location( s ), your website, social media paths, email sell, advertisements, and even your commodity packaging.
It’s important to think about all the places your branding will appear. Constant Contact’s logo maker allows you to preview your logo in all the places it “il be living” — including digital locatings like your website and social media, as well as physical locations like signage and apparel.
This enables both existing and future purchasers the capacity required to instant recognize your brand no matter where they witness or ordeal it. So, how do you achieve compatibility in your branding?
Use merely one voice
Starting out, most small and medium-sized businesses have just one employee — the owner. As a business flourishes, nonetheless, employees are brought on and eventually some of the marketing gets handed down or picked up by various employees. The question with this is that you end up with several different spokespeople sends to different messages and the symbol can get muddied.
To keep your brand consistent, follow the lead of The Concord Cheese Shop and streamline all of your online market attempts. Use one device for creating online marketing, one type of filter on your portraits, and one person who revises, schedules, and distributes all of your content.
Don’t framed nonsense out there merely to be putting something out there. The best channel is to make sure that your online marketing endeavours bear fruit is to settled excellence material out there — on a consistent basis.
When creating and disseminating content, it’s advisable to stick to the 80/20 power. 80% of your material should be informative or entertaining while exclusively 20% should be asking for the sale( or give if you’re a nonprofit ). This 80/20 principle stores your customers opening your emails and hiring with you on social media — further construct your label.
Stick to it
Once you’ve gone through all the work to rebrand or refurbish your label, keep up with it by sticking such as the following 😛 TAGEND
Plan, compose, and schedule online market in advancePost, email, and interact with your clients on a regular and coherent basisImplement the 80/20 guideline across all programmes and stay as closely to it as possibleNo matter who in your corporation is creating the content, make sure you have one person that edits and approves everything to make sure your symbol has only one voice
Following these guidelines will not only help you develop or rewrite your firebrand but it will likewise help you build relationships, improved your business, and keep your brand top of mind for both your current customers and future developments customers.
Read more: blogs.constantcontact.com