It can be difficult this time of year to concentrate on the business of your business. But the new year is just around the corner, and giving some thought now to improving your business in the year ahead will pay big dividends.
Branding is sometimes thought of as just the look and feel of a business, but it’s more than that. It also encompasses its value proposition and core offering. The decision to rebrand is a serious one and can have far-reaching consequences, both good and bad.
So, what are some signs that it may be time for you to consider a brand makeover your business?
- Decreasing customers and sales?
If you’re losing customers to your competition and/or you’re not attracting new ones, it’s time to think about how customers view your business. Have your offerings become irrelevant to your customers? Is your visual identity out-of-date and no longer attracting customers? Or are you … - Attracting the wrong kind of customers?
Rebranding can help your business make the switch to highlighting new benefits you will be offering a different target market. Your business also may be attracting the wrong customers if… - Look and function don’t match?
We’ve all seen the man or woman who dresses inappropriately for their age- it’s a real disconnect. It’s important to “dress” your business to attract your target customers AND reflect what your business offers. - Management change?
If this change means a new way of doing business, then it is an opportunity to show your customers that something is new and fresh. - A function or philosophical change?
If your business has a new way of doing business or a new offering (such as a hair salon now offering spa treatments), it may be a good time to consider rebranding.
Here’s where the 10% happens! Often, after fact-gathering, designers “let it be” for a few days. Brainstorming, changing environment, asking Why?, and What if? help look at the logo challenge in new and different ways. It’s hard to be creative and critical at the same time, so the good, bad, and ugly are all included. Only when many concepts have been worked up do we proceed to…
Once the final logo design has been agreed on, color palettes are developed for the logo. Again, it’s important to understand the client’s audience and industry in choosing appropriate colors for their identity. A client meeting is held to review the color concepts, and further color refinements are made if needed.
Do you leave getting your booth graphics designed until the last minute? Effective graphics come from careful preparation. Last minute preparation doesn’t leave time for a thoughtful approach, can incur rush charges that add significantly to your bottom line, and leaves no time to correct any mistakes or avoid production delays that may crop up. Nevermind the stress for all involved. Two months before a show is not too soon to get graphics preparation underway.
Unfortunately, trade show exhibiting is the Rodney Dangerfield of sales and marketing. Too many businesses don’t give it the time and effort it deserves in order to make it effective. As someone who’s worked with companies getting ready for trade shows, I can tell you that the usual process is to get a frantic call anywhere from a week to a month before the show, looking to get displays, collateral, etc. designed and produced in time, even if the show has been on their schedule for months. More effort is put into decided what swag to offer instead of training the staff manning the booth how to interact and draw in visitors. (Hint: it’s not standing with arms crossed, talking to the other person “sentenced” to manning the booth with you, and ignoring everyone else.)
