It isn’t uncommon for new business owners to start piecing together their brand by creating content, graphics, and other marketing material prior to establishing a clear-cut brand strategy. Unfortunately, this is incredibly inefficient and only results in resources wasted.
Any digital marketing company can tell you that a strong brand strategy has to come before any marketing campaigns are launched. While it requires more time and effort to begin with, it will make all your following marketing decisions much more clear.
As your company grows, you might find that the product, market, or even team has changed considerably since the first branding efforts. Given that rebranding can be rather time and cost-intensive, the decision to begin the process is one that shouldn’t be taken lightly.
Rebranding can be as little as an update in the color palette or as much as a complete overhaul of visual and verbal characteristics. If you’re thinking of embarking on a rebrand, here are a few signs that will help you cement your decision:
1. Your Target Market Has Evolved
Your current brand messaging, design, and packaging may have worked well when you were starting out, but does it remain relevant to your target market today? Chances are that you are now offering more products or targeting different demographics.
What about your core customer’s needs? Are you still the solution to their needs? Is your marketing strategy still appropriate? Even if you’re serving the same people, the market constantly shifts, and it might be time to update your brand to keep up.
2. Your Places in the Matrices Have Shifted
Think about the way your products and services have evolved since your business was first launched. Has it been improved in any way? Are you providing more value in the form of add-ons or branched out vertically?
Most businesses will change what they sell several times until it’s something their target market is looking for. Sometimes, the pricing structure changes along with it. If your place in the product or pricing strategy matrix has changed, you have two options: rebrand your company or create a new brand from scratch.
3. Your Brand Is in Need of a Fresh Look
Sometimes, even if your product and target audience don’t change, the market demands an update. Take a look at your logo. Is the design style still current, or is it looking antiquated and out of date—and not in a great, nostalgic way? Are you utilizing out-of-date terms in your marketing materials or messaging? If so, you might want to hire a content creation agency in Phoenix to help you update your brand message.
Even if you pride your original branding for its timeless appeal, everything needs to be refreshed and renewed at some point. Trends and styles shift, and the “new” becomes “old.” Sometimes, a rebrand is just what you need to draw attention to your brand once again and make consumers excited about what they can get from you!
Final Pointers
Brands can and should change over time. Whether this is due to a change in products and services, a shift in target audience preferences, or just the pace of the market, a design makeover or messaging change can be an excellent approach to enhance exposure and inspire excitement.
Elly and Nora Creative is a Phoenix-based digital marketing company, and we’re ready to guide you through the rebranding process to ensure the next edition of your brand is better than ever before! Set up a consultation with Sara Chambers to get started!
