By definition, branding is the effort that you put into making your name, symbol, and/or design identifiable to your company. When branding is done well, your target audience will be able to easily distinguish your product from the competition's and have a clear understanding of why you're the better choice. By making branding the basis of your marketing strategy, you're able to let consumers know what they can expect from your company and be more memorable with your target audience.
When Branding Falls Short
While business owners have the best of intentions with their branding strategies, they don't always yield the desired results. Regardless of the age of your business, there are certain indicators that can tell you when rebranding is necessary.
A number of big brands that we're all familiar with successfully rebranded themselves in 2018, such as Uber, Bank of America, and Weight Watchers. Each of these brands had to factor in the digital revolution and its impact on consumer engagement in order to achieve rebranding success.
5 Common Signs It's Time to Rebrand
Is rebranding your business on your plate for 2019? Here are five clear indicators that it's time to freshen up your brand:
1. You've Outgrown Your Brand.
In an effort to save money on the frontend, some businesses choose to forego partnering with a marketing agency to establish a brand identity. However, the trouble with trying to handle branding on your own is that there may come a time that the quality of your branding no longer matches the quality of your growing business.
2. Consumers Mistake Your Brand for Your Competitor's Brand.
There's nothing wrong with simple branding as long as it's memorable with your target audience. However, if your branding is too similar to a competitor's, a rebrand needs to be a top priority. Keep in mind that your branding strategy should communicate your company's unique beliefs and ideas. Don't make the mistake of mimicking a competitor's branding as those beliefs and values that you want to put forth will no longer be yours alone.
3. You're Aren't Attracting the Right Leads.
While you know the type of customers that you want to attract, do the leads that you're earning match up with the clientele that you originally intended to attract? If not, you're dealing with a disconnect between your company and your branding strategy. When branding is done well, customers will know what to expect from your business. Therefore, if there is anything in your branding message that is misleading, you're making it more challenging for your business to be able to reach the right customers.
4. You Don't Have a Brand That You're Proud Of.
You've put a lot of blood, sweat, and tears into building your company. However, if you don't feel good about your branding, it's a major red flag that a rebrand is in order. If you can't connect the pride that you feel for your company to your branding message, how can you expect your customers be passionate about your brand?
5. You Know You Need to Rebrand, But You Don't Know How to Get Started.
If you can relate to any of these statements, you agree that it's necessary for your business to consider a rebrand. However, with so many moving parts to branding, you're not sure how to get started.
As you begin the process of considering a rebrand, it can be tempting take advantage of free resources for logo and website design. However, we all know that you get what you pay for. If you didn't involve a professional in your first round of branding, it's worth it to seek the help of a marketing agency with your rebranding as you want to ensure that you'll have a brand that you can be proud of.
How New York Ave Can Help
Our creative team at New York Ave is passionate about helping our clients to build personalized branding strategies so that they can be more memorable with their target consumers. We're committed to putting service above profit and details above volume, which means that we take the time to truly understand your business and the message that you want to put forth. By pairing our understanding of human psychology with our decades of marketing experience, we're able to develop a branding strategy for your business that will reflect the quality and caliber of your business.
In addition to being able to help your business with brand development, we also specialize in website design, search engine optimization, and digital marketing.
If you're ready to begin a conversation around rebranding, we'd like to be a part of it. Contact us at New York Ave to learn how we can help you build a branding strategy that reflects the business that you've worked so hard to create.