It’s easy to think of your brand as ‘just a logo’, but it’s a visual representation of your business and the way your brand looks has a big impact on how people perceive your business.
Your brand should appear on every touch point your audience and customers have with your business: website, leaflets, catalogues, emails, business cards, packaging, invoices and receipts, social media, signage, and more.
A brand that doesn’t represent your business effectively, can do you more harm than good and have a negative impact on leads and sales.
If your brand is causing you any of the below problems, it’s a sure sign that you need to rebrand your business.
It’s confusing for your existing customers
If your brand focuses on one particular sector, product, or service you offer, your existing clients may not be aware that you offer other related services or products.
At the end of last year, we rebranded Electrical Certs to Veriserv, because the Electrical Certs brand was confusing their clients and staff.
Veriserv offer services in electrical, fire, mechanical, security, and compliance, but the name ‘Electrical Certs’ led their existing customers to believe that they could only handle electrical compliance. Customers were unaware of the other services they offered, and went to other providers for related services that Veriserv actually offer.
The rebrand has helped to make their existing customers aware that they don’t just deal with compliance, and that they can handle many related services. This makes things easier for customers as they don’t have to deal with multiple providers.
You need to rebrand if: your brand is confusing customers.
It’s preventing growth
Similar to the point above, your brand can prevent you from moving into new sectors and growing if it focuses on one particular service or sector.
A couple of years ago, we rebranded a business called SSC Learning (with SSC standing for ‘Skills Source Care’) who offered apprenticeships and training in care, marketing, sales, leadership & management, recruitment, and more.
As they tried to offer training in new sectors, the name SSC Learning held them back and prevented them from moving into new sectors as people thought they only offered care training.
When they relaunched as ‘edo’ they were able to move into new sectors and grow, and were no longer held back by their brand.
You need to rebrand if: your brand is preventing your business from growing.
Read the edo rebranding case study to find out more about how a new brand helped them grow their business and increase inbound leads.
It makes you look low quality
If someone sees a poor quality brand, they will probably think your products and customer service is low quality, and that they’d be better off spending their money elsewhere.
Your brand should represent the quality of service and products you provide.
If you’re a business that sells high-quality, luxurious products or services, your brand needs to reflect that so your audience feel that you’re a high-quality, luxurious brand.
Don’t confuse the price of your products and services with quality; your brand doesn’t necessarily have to represent the price of your products and services.
Even if your products are cheap, or not the most expensive on the market, you can still offer high-quality products and services. Beauty brands are a great example of this.
Some beauty brands give off a luxurious and high-quality feel, even though they’re not the most expensive offering on the market.
Take Sanctuary Spa for example; their skincare and beauty products are not the most expensive, but their brand positions them as higher-quality and more luxurious than other brands which sell similarly priced products.
This makes Sanctuary Spa’s audience happy because they feel that by buying their products they’re getting better value for money.
You need to rebrand if: your brand is making you look low-quality and / or cheap.
Your brand makes you look untrustworthy
You know exactly what we mean when we talk about untrustworthy brands. They’re the kind of brands you see on a website and you immediately click back for fear that they’re trying to scam you and take you for all the money in your bank account.
Similarly to brands that look like they provide a poor quality service, you don’t want your brand to give off the vibe that you’re sketchy, are only interested in taking people’s money, and providing no help or support if someone runs into a problem.
A brand that looks trustworthy is especially important if you are an ecommerce website; people don’t want to hand over their bank details to a company that looks untrustworthy.
As well as improving your brand, you can make your business look more credible by:
- Providing customer service contact information
- Providing information about returning items, or what to do if you’re unhappy
- Having an SSL certificate – your domain will start with https://, rather than http://
- Using a widely recognised payment gateway like PayPal, or SagePay
You need to rebrand if: your brand makes you look untrustworthy.
Rebranding can seem like a huge and daunting task, but if your existing brand is causing you any of the above issues, you are missing out on leads and sales.
If your brand is holding your business back, call us on 01543 495 752 to find out how we might be able to work together, and arrange a chat to pop into our Burntwood office. Or for more insight into branding you can check out more of our blogs.