1. Keep your brand “fashionable”
Consumers look for what’s new and different. Like fashions, a brand can become dated. With old packaging, colors, fonts and style it could be time to do that makeover. If sales have gone down, take a look at your brand and packaging versus what the competition is sporting. How do you measure up?
2. Re-energize growth and target new audiences
A rebrand can re-energize your marketing, help you to develop a niche, or launch a new product. Rebranding can open up new markets, identify and maximize your social media channels and helps you to better connect with those who love your products. In a nutshell, strong branding will help you reach the right people more efficiently. If your current brand is flagging then now is the time to take a look at refreshing your brand.
3. New Leadership
When new leadership enters a company it means new ideas and new methods. This is a perfect time to rebrand and introduce the new management along with new ideas and a refreshing new look-and-feel.
4. Growing Spurts
When a small business begins to grow, a rebrand is often needed to reflect growth, change in audiences, and perhaps even geographic reach. The branding that was fine when you started out is likely not a good fit as the company matures and adapts.
Maturity means you most likely have more knowledge about your market and distribution, and may have a better understanding of your key differences and, without doubt, you’ve begun to write your history. A rebrand can refocus the perceptions of your brand community, while keeping your company relevant in the mind of the consumer.
5. Keeping up to date with current technology and communications
New technologies have shifted the way your target market finds you and chooses you and how your brand is presented across new marketing tools such as your website, social media and online advertising. Key-word branding and SEO can also have a huge impact on whether you are even found.
People today want to know more about where their products come from, how they’re made, who created it, how it’s packaged. They want authenticity and transparency, whether real or perceived. If you have a story—about the founder, about the flavors, about how the product was created—they want to know. Adding a story to your marketing can add new life to your brand and could be the biggest difference between you and your competitors.
Creating an online conversation with a community who loves your products and will share your story can significantly improve profitability. How are you using today’s technology to create a stronger presence and greater recognition, online and offline for your brand? Today’s marketing is two-way communication between those who buy and experience and those who sell and deliver. Telling your brand story in an impactful way creates an emotional bond between the buyer and seller and, if it’s a good story, creates a loyal brand audience.
