Stop reading here if you are one of the lucky ones whose brand has been working for you from the very start of your business.
However, if you are one of the many business owners who didn’t have the budget to get your branding ducks in a row before starting to trade, then these pointers below will help you with important branding questions you should be asking yourself, prior to rebranding.
In our experience of helping businesses with branding, we recognise the costs involved in designing a strong brand that delivers. If you can do this when your business is starting out, then you are saving yourself a lot of heartache and expense further down the road. Don’t regard branding costs as an expense but rather as an investment.
So, if you’re considering a rebrand for your business, then here are some questions to ask yourself to help you get started:
WHY ARE WE REBRANDING?
What are your reasons for rebranding? Is the business changing direction? Are there changes happening in the market? Is your existing branding simply not functioning? Is your branding looking outdated or jaded?
WHAT ARE OUR BUSINESS GOALS?
Define the objectives and goals of the rebrand. For example, is it to increase brand recognition? Is it to improve sales? Is it because your original branding was only ever a temporary measure?
WHO IS OUR TARGET AUDIENCE?
Identify your ideal clients. Understand their needs, preferences and behaviour. Target your offerings to your ideal client.
WHAT ARE OUR BRAND VALUES?
Define your brand’s core values. Example: Is the selling point of your business quality, innovation, sustainability?
WHAT IS OUR BRAND PERSONALITY?
What does your brand say? Define your brand’s personality traits. Example: Is your brand professional, cutting edge, bold, kind?
WHAT IS OUR BRAND STORY?
Having a compelling narrative that resonates with your target audience and conveys your brand’s purpose and mission is crucial. How does yours read?
WHAT ARE OUR BRAND ASSETS AND LIABILITIES?
Identify the strengths and weaknesses of your current branding. Example: Is your logo versatile and strong? Is your colour palette current and relevant? How is your messaging being received?
WHAT ARE OUR COMPETITORS DOING?
Analyse your competitors’ branding. How are they delivering their messaging? How can your brand differentiate and perform better than your competitors?
WHAT IS OUR BUDGET AND TIMELINE?
Determine the resources and timeline required for your rebranding process. Take into account the time and investment required for design and production of print / online collateral. What is your budget for marketing and implementation?
HOW WILL WE MEASURE OUR SUCCESS?
Define your metrics and KPIs to measure the effectiveness and ROI of the rebranding. Track your website traffic, social media engagement, most importantly, your sales figures.