Benefits of a Branding Makeover

Branding is more than just a logo or typeface that makes your company recognizable. It should be the first thing a customer recognizes about your company, whether they are on your website, viewing social media posts or walking into your storefront. However, every company must remember that branding is an ever-changing process that sometimes needs tweaking. Demographics and industries change over time, so it is important to remember that your branding must change as well. The key is knowing when it is time to change your branding and some important things to remember before you make a change.

Business Changes

If your company is making major changes to structure, such as replacing the board of directors or leadership wants to take the company in a new direction, you should consider rebranding. For example, a restaurant known to offer only rich foods whose leadership is planning to completely change the menu to only offer healthy options would want different branding. You may still want to keep the same logo, but change it slightly for differentiation. The same is true if your industry is undergoing major changes. In order to make your company fit the new vision of the industry, you may want to rebrand your company to reflect those changes.

Competitor Branding

Take a look at the branding used by competitors. If their website, signage or other advertising looks more professional and attractive, you may want to consider rebranding. It is important not to create branding exactly the same as your competitor, but their logo could give you ideas for a fresh look. Of course, rebranding does not necessarily mean you must completely overhaul your logo and advertising. You could simply rebrand the services you offer, such as free shipping or free delivery, then use branding to promote the new services in order to stand out from the competition.

Target Markets

Before you branded your company, you should have determined the target market you were trying to reach. Your target market determines your marketing plan, branding and many other factors related to promoting your company. If you did not develop a target market, or if your advertising does not seem to be reaching the right audience, it may be time to consider rebranding to better appeal to the right market. Branding agencies can help you identify a target market and rework your brand so that it reaches that market effectively.

Be Consistent

The most important thing to remember about branding is to remain consistent, even when you are making changes to the brand. Your business cards and the banner on your website should look similar as should all signage in your brick-and-mortar business. By keeping the brand consistent, customers get the impression the service you offer is also consistent, making them more likely to purchase from you. Inconsistent branding causes confusion and gives an unprofessional appearance.

Consistent, professional branding is critical to your marketing efforts, but it is also important to remember that branding needs to be monitored and adjusted as necessary. Review your marketing efforts to determine how effective they are and to be sure you are using consistent branding throughout.

More about makeover brand branding
Larry Alton

About Larry Alton

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

Larry Alton

Top Posts | A/B Testing

Modern Consumer Ethics: Is Your Business Green Enough?

Modern consumers care about ethics enough to put their money where their mouth is, and this trend is likely to continue for the foreseeable future. Failing to be ethical, especially as far as sustainable business practices are concerned, will affect your bottom line.Ecology as a LifestyleAccording ...

Paid Search Gets a Leg up from A/B Testing

The internet is an advertiser’s dream. Before the internet, who could ever think of reaching out to millions of potential customers with their brands and products without years of hard work? This is something made possible only by the mighty internet, and it has changed the way people do busi ... ...

Top 5 A/B Testing Blunders to Avoid

A/B testing is a process that can help any company optimize their website for maximum profits. However, this technique must be approached with the proper care in order to avoid any mistakes or unreliable results. Poorly performed A/B testing can have negative effects on your company and even result ...

Digital Marketing Always Gets a Leg-Up with A/B Testing

An enlightening new infographic has been published, highlighting the many benefits offered to business through the use of A/B testing. With the information contained in this infographic, it is clear to see that businesses which rely on digital marketing can always get a leg-up with the utilization ...

Getting the Best out of Interactive A/B Testing

In terms of marketing and business, interactive A/B testing is the process by which two variations – an original one and a modified one – are compared, in order to see the effectiveness of any changes that are made. Put simply, it allows you to compare, the regular sign-up page on your ... ...

A/B Test Validation Using Google Analytics

There are several tools and techniques to improve the performance of a website. A/B testing is one of those techniques. In A/B testing, two or more page layouts are created for the same page address. They have similar core functionality but vary in how the website is viewed by the visitor.In order ...

3 Tips for Simple Banner Ad Design

Many factors influence the success of a display advertising campaign, and banner design is one of them. However, banner design is sometimes overlooked, despite the fact it is very relevant. Below are three principal strategies that play a crucial role in banner design.Avoid ComplicationsWhen it com ...

Interested in Site Monetization?

A landing page has quite a number of elements which can be redesigned or given the go-by. Stuffing a site with a number of widgets might work out if the prime elements are identified with ease. Aiming to find which grouping of elements works the best is one of the defining functions of those tasked ...

A/B Testing Ethics Can’t Be Ignored

Every company tries to boost its business by reaching out to its consumers in one way or the other. Advertising one’s business through emails was common some years ago, and while it is still practiced today, there are many other ways to improving your webpages or attract more traffic to your ... ...