Rebranding a company can be compared to changing the course of a ship. The larger the ship, the more difficult to change direction. Consider the number of people you need to redirect regarding your brand. The larger your market, your client base, and your staff, the larger undertaking you have. This can make it a project that gets put off year after year. However, the longer you stay off-course, the more ground there is to make up to get to your final destination. Therefore, it's best to address it sooner rather than later.
Following are the top three signs you should be looking for to determine if your company needs a rebrand.
1. Inconsistent imagery across platforms. If you've got a different look from your social pages to your web site, to your business cards, to your in-store experience, you've got a problem. Not only are you sending different messages with each new look you introduce, but you are missing the repetitious continuity your customers are looking for so they know they are in the right place. Imagine going into Target and being greeted by a worker in a blue vest giving you a blue shopping cart. You'd run back out of the store to look at the sign to make sure you were in the right place! Likewise, imagine going to Amazon.com and coming to a rainbow-colored site. We come to expect certain images from certain companies. If something is off, we get confused and begin to question where we are and with whom we're doing business. A consistent brand image is important in reassuring your customers they are in the right place with the right people.
2. Inconsistent messages from employees. Your employees are your brand ambassadors. It's important for your employees to all be on the same page. The more employees you have, the more difficult this becomes. Communication and training is crucial when it comes to your brand. Every interaction with the public is a reflection of your brand, right down to your return policy. Imagine the confusion created when one time you allow a return with no receipt, no questions asked and the next time that same customer comes in and is denied the return with a receipt because of a 30-day window that lapsed. Had they not already experienced a return with no receipt, they may have willingly accepted your policy. Now they feel slighted, and rightfully so. While this is a fairly major discrepancy, minor details project your brand, too. Are customers referred to as customers, clients, or guests? This all comes into play when your customers are forming their perception of your brand. Employees need to be trained on how to convey your brand.
3. Inaccurate assumptions made by your prospects and customers. Have you ever heard, "I didn't know you offered that!" or "I thought that service would cost a lot more than that!"? If you are hearing the same things repeated by different customers, you've got a problem. But the bigger problem is if you have this problem and don't hear from your prospects and customers. It's a good idea to conduct a periodic survey so you can get a pulse on what your market believes about your products and services. This branding problem is easily remedied by better communication and promotions to your market.
A rebrand doesn't necessarily mean a complete overhaul. If it's not broke, don't fix it. Rather, identify the problems areas and call in Rethink Marketing to help devise a plan to get you back on track. The longer you neglect your branding problems, the more costly it becomes to fix as the problem builds upon itself over time. Don't wait, call Rethink Marketing today!