Is it time for a re-brand?
With the growth of social selling, display and digital advertisement, your logo and visual brand is under scrutiny more than ever before. Here’s why you should look to rebrand in 2015 and our guide how to simplify the process:
The authenticity of your brand and its appropriateness to your product and market are its key attributes. To be authentic the brand must be culturally relevant to the target consumer. The best way to find out what works is through market research and this should be one of your biggest spends. Through this research you will identify how your target audience conceives different design patterns and what stories portrayed by the brand resonates with them.
Authenticity of a brand is one of the first attributes we would consider when it comes to creating a brand or when rebranding. Authenticity of a brand is based on being culturally relevant to the target consumer. When going through a rebranding project it is crucial to spend a noticeable percentage of the budget on market research to identify how your target audience conceives different design patterns and what stories portrayed by the brand resonates with them.
Based on authenticity, Heinz, Disney and Ferrari are considered amongst the top ranking brands in the world. Heinz, Disney and Ferrari are considered the top ranking brands in the world in terms of authenticity
You have to remember that, when creating a brand or considering evolving your current brand, you’re not looking to be the next Coca Cola or Google where you would be recognised world wide. Instead you’re looking to capture your niche target audience and resonate with them.
In a recent article the UK&I CMO of Heinz had this to say: “As long as you’re clear about what you stand for you can remain authentic. The Heinz brand is down-to-earth and part of the fabric of UK life.
Initiatives should build on the brand’s DNA to continue this tradition and innovations should build on core values. We test them to ensure there is a strong brand fit at least, and ideally that they build our equity.
Innovation should, by its very nature, bring new benefits, so refer to your brand positioning throughout and look at ways to build on your distinctiveness. However, you need data to track performance; we use a community to understand how consumers feel about our brand, including innovations.”
The way we advertise ourselves and the way we sell has come a long way since the early 00s. It may be time for you to have a look at your current brand and see if it’s time for you to consider a rebrand. Ask yourself: Has your target customer base evolved? Are you selling to different decision makers within your target prospect list now? Do you still have the same brand, product/service portfolio and vision you had a decade ago? If you answer yes to any of these questions, then it is time to rebrand.