4 points to keep you on track during your rebrand

4 points to keep you on track during your rebrand

4 points to keep you on track during your rebrand

Last time we looked at how to build your brand, but what if your brand isn’t right for your company in the first place? We look at how to keep you on track during your rebrand.

Businesses change as time goes on, which is needed to keep up with the fast pace of the world. However most of the time, businesses branding fails to keep up with the changes, and a business may have changed their services, products or direction several times before they commit to a re-brand.

Which is understandable, re-branding your company is a big commitment, and sometimes you might not be sure of the changes, so you need time to make sure this is what you want to do. But once you’ve committed to the changes, you should also commit to a re-brand to ensure you are doing the best for your business.

You need to change the public’s perception of who you are, what you do and why they should bother to get in touch or buy from you. This can seem incredibly daunting, so how do you tackle this without having a meltdown? We’ve put together a few key points you can follow to keep you focused on the end goal.

 

Pre-marketing

At The Marketing People, our first step with a re-brand is always pre-marketing, and we believe it is the place any company should start when they are looking at re-establishing their brand.

You need to confirm the reasons as to why you are re-branding, who your target audience are now and what you want to achieve. Within our own process, we would put this together as a brief, so we have clear goals of what we are working towards. Putting together a document like this yourself though and can be a great way of breaking down what can seem like a huge project into smaller manageable goals. It can also be a motivation tool if the process begins to become overwhelming, to remind yourself of what you are trying to achieve and why this is the best move for your business.

But be realistic when setting these goals. When re-branding you are in a great position that you already have data to work with. You know what marketing has worked well previously, what customers responded well to, and where you would like to take the company next.

 

Design and implementation.

Once you have your goals, you need to look at the design of your new brand, and beginning to implement it throughout your business. It is the usual process to approach a marketing agency when looking at a full re-brand, who will be able to take care of the design, production and web development for your brand, as this saves you time negotiating between various different companies.

However the most important thing is that you work well with whoever you choose. So regardless of if this is an agency, freelancer, or friend with creative flair, they need to completely understand, and be as excited as you are about your company, for the brand to work as well as it can. Having a good relationship with those that you are trusting with your brand makes the process a whole lot easier and exciting.

When looking at implementing your brand, it may be useful to put together a list of what you already have your current branding on, such as social media, online directories, business cards, exhibition stands and leaflets or flyers. This will make it much easier to check off when each item has been updated with the new brand, and won’t leave you stuck, say 6 months after your re-brand when you dig out your exhibition gear and it’s all your old marketing kit.

 

Inform your customers

If you have a loyal customer base, you need to inform them of the changes and ensure them all the promises you made to them originally are still fulfilled, or if they can’t be due to the change in services or products, what you are going to do instead.

Depending on who you are working with for your re-brand, this may already be taken care of. But you should consider how you mainly interact with your customers, and communicate with them through the same pathway.

So consider direct mail, emails, social media or a website announcement, and keep them in the process with you.

 

Keep pushing and promoting your brand.

Doing the re-brand itself is only the beginning, and the platform for building the next chapter of your business. Use some of the points from our previous article on building your brand if you need some ideas on how to keep pushing your brand to your customers, and stay excited! This is a brilliant time for your business, and everyone should know about it.

 

So from why you should focus energy on your brand, to re- branding, to promoting that brand, we hope you have been able to gain some knowledge from our branding series.

If you have some concerns regarding your brand or how you promote it, why not see if we can help? Call us on 01543 495752 for a friendly chat, and let’s see what we can do together. You can find more useful branding insight on our blogs. 

4 signs you need to rebrand your business

4 signs you need to rebrand your business

4 signs you need to rebrand your business

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.

Sanctuary Spa Boots screenshot

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. 

 

I don’t know where to start with marketing

I don't know where to start marketing

I don't know where to start marketing

It’s a statement many businesses ask themselves when it comes to marketing.

You have a load of great ideas, but you don’t know quite how to put them into action. Your brand isn’t working for you, but you don’t want to change it for the worst and lose the customers you do have.

You are desperate to rebrand but already need another 40 hours in the day as it is. You would love to have a marketing department who could just deal with all of this, but there is no way that is plausible for your company at the moment.

Or is it?

At The Marketing People, many of our clients use us as their marketing department and let us take care of all their marketing needs.

From a full rebrand of your company, to sending letters out to your customers, we can help. That means you can continue to focus on your business.

We can also offer a full rebrand to help you expand your business in to areas that were previously unavailable to you. Have a look at the blog post from our Marketing Dogs about the rebrand we did for edo “Bonjour and Ni Hao edo” for a bit more detail on the process of rebranding.

Can’t wait to get started? Give us a call today to book in for a friendly, no obligation chat about how we might be able to help.

 

The Marketing DogsGeorge and Chops say: Always start with a big fuss, it’s the best way to start any day

 

 

Click here to read more from the I Don’t Know series.

What is pre-marketing and why is it important?

 

Pre-marketing The Marketing People

Pre-marketing is part of our three tier approach to marketing. A process we believe is vital for any business looking to grow.

What is pre-marketing?

Pre-marketing is the foundation stage of any marketing plan to enable business development. Prior to any marketing, SEO or social marketing, this step ensures that you have the right brand. The right website, stationery, brochure/catalogue and other related sales and marketing tools in place. To ensure you capitalise on your ongoing marketing and sales team activity.

It helps you to clarify who you are, what you do, your target audience and their requirements. Where you want to be and how you are going to get there.

Let’s start a project together

Getting this right is vitally important. As all other marketing activities are built on this and help to determine your direction and your value in the marketplace.

The value proposition you put forward in any marketing or sales material will help you to establish your competitive advantage over other similar companies. It will help prospects to determine if they feel your offering fits their requirements and if they will buy from you.

Key areas you should focus on for development are:

Why does my business need pre-marketing?

Pre-marketing is the first stage of sales and business development. It gives your brand a solid platform and all of the tools you need to market and re-market your brand effectively.

Without the right tools, you may struggle to set yourself apart from your competition. Or attract the customers you actually want or be unable to measure your return on any marketing investment.

So what happens if I work with The Marketing People?

When we first meet with a client, whether they are a new business or are looking to rebrand. We talk to them in great detail about their business. Who they are, what they do and who they do it for.

Once we know all of these things we can begin developing their brand. As well as assessing what tools we need to provide them with to allow them to market their brand and see results.

After the pre-marketing stage, businesses can move onto the marketing stage and begin generating leads and sales using the marketing communications provided during pre-marketing. You can find our full marketing approach on our website.

You can see the work we did with edo, who came to us as SSC learning, and wanted to rebrand to allow them more opportunities within the training market. After following our pre-marketing step, they saw a 300% increase in business.

If you’re a small business based in the Burntwood, Lichfield, Cannock, Staffordshire or West Midlands area and want to find our more about our pre-marketing approach, get in touch with us to find out how we can help you. Call us on 01543 495 752 or go to our contact page.