Have you noticed a stagnation in numbers lately? Stagnation in marketing or a stagnation in profits? Maybe both, since one tends to lead to the other. Maybe the reason for this is obvious. Have you had a bit of bad press lately, and learned that the phrase “All press is good press” has some vital holes in it? Have you got new management, and are looking for ways to improve the business?
Perhaps it’s time to shake things up. Whether it’s due to reminding your users why they loved your brand in the first place or moving away from an old-fashioned image, there is a lot you can do to improve your company’s image. Read on for all the details on pulling off a rebranding.
Shake up your reputation
There are a lot of reasons why you might consider working with a reputation and not all of them are as bad as recovering from a public controversy. You might just need to reevaluate what your customers think of you. You could be charging too much for what customers consider low quality, or simply not worth it, and need to reassure your customers that your products and services are worth it. You might be aiming for a more eco-friendly business plan, but it’s a lot of work behind the scenes that you need to depict to the public, etc.
If your business is in the UK, you could benefit from visiting the Percepto (https://www.percepto-digital.com/) website. Percepto offers a range of services, including online branding, digital PR and, crucially, reputation management. They can show you the next steps in your business, whether you’re trying to put a controversy behind you, or move onto greener pastures.
Shake up the social medias
The main lesson marketers have had to learn from lockdowns is just how much being inside alone with our social media accounts warped our user habits, and how to catch up with them.
For example, users are now doing their research into the brands they buy from, which means your website and social media accounts have to be up to date and as professional looking as possible to gain users’ trust.
The side effect of this is that users also want to know if a brand’s priorities align with their own. This doesn’t have to be too controversial either unless your team feels strongly enough about it to back it. But there are causes that are less divisive, like cruelty free products, eco-friendly products, services that support small businesses, etc. Show your audience that you support these, and you can assure them that your brand is a brand to be trusted.
Shake up the visuals
One way you can put forward these new priorities is with visuals. You could consider rethinking your logo and graphics to reflect your new changes.
Your logo is like your name, in that it is a way of identifying you, only in visual form. But things change, and maybe the old logo no longer reflects who you and your company are and what they stand for. Take a look at your current logo and see if it still reflects the forefront priorities of the company.
A good example is Instagram, which has always been a mobile app in priority over a desktop website. Their original logo was fashioned after an antique camera, with dull colours and a lot of detail, but as the brand evolved and the “Instagram style” came about, the company simplified the image to fit apps better, and added a colour scheme of pinks and oranges that is staple to the Instagram style. This is a good example of rebranding for the sake of changing public image.
You can even create a temporary logo if you don’t want to commit to a big change but to simply enforce a cause for the run of a marketing campaign, like adding some green and leaves to an eco-friendly marketing campaign or rainbows throughout Pride month.