You say you want a revolution, but do you really?
Branding is an integral part of any company’s identity. Not only does branding make a memorable impression on your consumers, but it sets the tone for what new and existing consumers can expect from you. Smart branding also offers a valuable opportunity to differentiate yourself from your competitors.
For companies who may get the sense, both internally and externally, that their brand is outdated, it could make sense to rebrand. Rebranding your entire company might seem like an intimidating proposition, however, rebranding doesn’t have to mean a major overhaul. Something as simple as updating your brand’s color palette or your content’s tone of voice can have a huge impact on how the brand is perceived, breathing new life into the already-established company identity.
That’s where Bluetext comes in. A full-service D.C. based marketing agency, Bluetext has refreshed the brands of some of the most premier companies in the country, balancing brand history with brand vision.
Bluetext suggests these five tips when considering your next brand refresh:
Determine Your ‘Why’
For many companies, it can be easy to express interest in a rebrand. However, a company must first realize why they want to rebrand. This ‘why’ will dictate the entire process and ensure the goals of the project are being realized. For example, your ‘why’ might be:
- Our messaging is confusing for consumers and isn’t aligned with how sales go to market.
- We need to differentiate ourselves and stand out from our competitors in the market.
- We’re going after a new audience and need a brand that speaks to that market.
- Our company has expanded and we need a brand that is modern, flexible, and future-proof.
- Our brand and accompanying brand story is outdated and no longer reflects the company’s values.
- We recently went through a merger or acquisition and we need to hone in under one cohesive brand identity.
- Our brand doesn’t create a memorable impression on our target audience.
Invest in High-Quality Content and Visuals
It may seem simple, but investing in high-quality content portrays a degree of professionalism to your clients. Stock imagery might be tempting, but the personality of high-quality content and visuals will help you stand out in the market, increasing your relatability with your clients. See how Invictus reaped the rewards of investing in high-quality content.
Invictus Brand Manifesto from Bluetext on Vimeo.
Change Your Brand Colors
Depending on the size of your company and the amount of signage and collateral you own, changing your brand colors can be either a minor task or a large undertaking. Business psychology reminds us that colors have different effects on different consumers. Red, for example, can elicit feelings of warmth, excitement, and intensity. Green, on the other hand, can elicit feelings of tranquility, health, and harmony.
Deciding what emotional experience you want your customers to associate with your brand can send a very clear and competitive message to the market. For example, McDonald’s conducted a brand overhaul in 2009 across Europe, trading out their signature red logo, for more of an earthy-green look. This tactic was implemented to promote a more eco-friendly image, alongside other earth-friendly transitions such as environmentally friendly refrigeration and converting used oil into biodiesel fuel. The idea caught on so well, McDonald’s has gradually updated its restaurants nationwide with the refreshed color palette.
Focus on a New Facet of Your Story
If you have a sound brand offering in the market, you may just need to find a new story to tell. Keeping your messaging fresh and personal can excite your consumers, attract potential leads, and elevate your reputation in a busy industry. See how Bluetext partnered with D.C. United to create a multi-touch, multi-channel campaign to deliver messaging across multiple digital channels, social media, email, and microsites.
Act More Human
Authenticity is everything in marketing, there’s no question about it. In a recent survey by Stackla, 86% of consumers say authenticity is important when deciding which brands to like and support, with the most emphasis placed on authenticity by Millenials. Consumers want to connect with the companies they interact with. Promotional sales messaging can come off as disingenuous and pushy. Putting in the effort to bring an authentic and unified brand, campaign, or product message to market will make a bigger impact and ROI every time. Whether its social, blogs, email blasts, premium content, or even in-person communications, an authentic narrative will establish an authentic connection between your consumers and their advocacy for your company.
There are a plethora of ways to tweak your brand and excite your market potential. A top branding agency will tell you how a little can go a long way. Focusing on some low-hanging fruit can delay a full-scale revolution and save you time and money.
For more information for a refreshing brand opportunity with Bluetext, explore our case studies, work, and processes at www.bluetext.com/branding