What is a Brand and Why is it Important?
As Forbes puts it, ‘your “brand” is what your prospect thinks of when they hear your brand name.’ Essentially, your branding defines your business and resonates with your target audience. You may have a great product, but how are you going to break through and reach potential customers if your branding doesn’t relate to them or is instantly forgettable?
Let’s look at Coca-Cola. 94% of the world’s population recognise Coca-Cola’s colour scheme and logo. Having an instantly recognisable logo promotes lead generation and 59% of shoppers prefer to purchase from brands they know or recognise. As a result, Coca-Cola’s clearly defined branding has helped in the company’s success.
How do you know if your current branding is maximising your potential, or is in need of a shake up? Let’s look at the top reasons why you should rebrand and how we’ve implemented these in our new brand refresh.
Why Should You Rebrand?
To Keep Up Appearances
Why It’s Important?
Brands grow and develop. As a result, your current branding may no longer speak to your audience. Or maybe you now have a more succinct identity and need to level up your branding to match. Perhaps you just need a design refresh to keep up appearances.
Your brand identity needs to remain relevant to your ideal clients – and aesthetics plays a crucial role.
What We’ve Done?
To create a stronger brand identity we’ve had a makeover, changing our logos, colour palettes and typography.
We wanted to maintain some familiarity whilst communicating a bolder brand identity. kept our predecessor, orange – only now it’s taken a backseat with a striking red tone as the star of our new palette. With its connotations of power, excitement, speed, determination and confidence, it greatly represents our identity. According to statistics by Forbes, ‘colour improves brand recognition by up to 80%,’ so it was vital to ensure our new palette was strong and identifiable.
What This Means
Through our new use of colour palettes and logos, we’ve created a strong brand look our clients can identify with which will help our business grow in the right target markets.
To Boost User Experience
Why It’s Important?
In order to maximise your brands’ potential, your website needs to be easy to use and to reflect your target market. Studies have shown that 88% of online shoppers wouldn’t return to a website after a negative user experience.
To ensure you are amplifying your potential, make the user journey as simple as possible. Consider what language and messaging your audience will respond to. Think about what information your potential customers would want to know and how easy it is to access.
It’s also important to think about the website’s aesthetics, and how it echoes your desired audience. Studies show that 75% of people form their opinion of a website’s credibility purely on how it looks, so ensure your design appeals to the right type of people.
What We’ve Done?
We’ve elevated our website by focusing on delivering outstanding UX. We now have more direct and dynamic copy that clearly communicates what we do and who we help. We’ve made it quicker to find the relevant resources and contact us directly. We’ve also utilised a larger, bolder typography and reduced text to make information easier to digest.
What This Means?
By creating a more user-friendly experience, we’ve created a website that provides a better service for our clients and potential customers.
To Redefine Your Market
Why It’s Important?
As you define or adapt your goals, you may need to reposition yourself to drive your business forwards. You may even need to redefine your ideal customers entirely. With clear objectives in mind, you can dial up your brand.
Repositioning your business won’t work without updating your branding. A recent example is Burger King, who opted for cleaner and simpler messaging and colouring in order to position themselves as less synthetic and cheap, and more socially responsible.
Changing direction can work to your advantage – as long as you know how to reach the right people so your business can change its pace.
What We’ve Done?
In order to achieve our growth goals, we needed to redefine the markets we are targeting. We changed our messaging to use language that engages with our ideal clients more directly so we can compete in a fierce market.
What This Means?
We are now able to attract businesses in our target markets by using clearly defined positioning that is highlighted in our branding.
What are the Outcomes of a Rebrand?
A rebrand can often come with risks; how will your current customers respond to it? Will it still fit with them? Does it still represent your company as a whole?
Before you begin a rebrand, think about why you are doing it and what you want to achieve. A well thought-out rebrand has the power to accelerate business growth and drive success, so it may be time to take the plunge.
Ready for your next breakthrough? Contact us today.
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