Charlotte Bennett, 8848’s Client Services Director, looks at the power of a brand but also the five considerations you need to make before spending any money rebranding.
I read a fantastic quote recently from the great Pat McGrath, makeup artist and generally great person:
“I think what people respond to in the end is the product and the quality. You can have the most inspiring influencer or fabulous figurehead at the helm, but if the formulas are not working, you can pack your bags and close up shop.”
We’re in the branding game, but we are also in the human, sensible, don’t waste any money game. A powerful brand can be a powerful tool. A rebrand can revitalise your company’s image and attract new customers. However, it’s a significant undertaking that requires careful planning and execution.
Here are five things I would do before spending a penny:
Align with Your Business Strategy
Ensure your rebranding aligns with your overall business strategy. Ask yourself: Does my brand identity reflect my company’s mission, vision, and values? Do I even know what my company’s mission, vision and values are? If I do, will my brand help to achieve these long-term goals? A brand should be a strategic move, not just a cosmetic project.
Understand Your Target Audience
Your target audience should be at the heart of your branding efforts. Do you know clearly who your target audience are? Consider their preferences, needs, and how they perceive your brand. The new brand identity should resonate with them and evoke the desired emotions.
Conduct Some Desk Research
Before making any significant changes, conduct some desk research to understand your industry landscape, competitor positioning, and customer sentiment. This will help you identify opportunities and potential pitfalls.
Plan the Transition
A successful brand requires careful planning and execution – what do you need to brand and in what order? Just make a simple list – it will really help.
Budget Wisely
A lot of time would be saved in our industry if clients knew they budget inside out and were realistic about what they wanted to spend. As I said at the beginning, we are a realistic agency run by realistic humans. If we know your budget in advance, we won’t waste your time by suggesting anything which does not meet your budget expectations.
Link in with Charlotte Bennett.