Are you struggling with weak brand communication? Is brand legacy causing issues in your business? If so, a rebrand can help strengthen your relationship with customers and establish yourself as a market leader. Here are the top four business challenges associated with an outdated brand that a rebrand can solve.
When you launched your business, branding was probably low on your list of priorities (particularly if you were bootstrapping it from the ground up!). It’s tough to envision your brand promise, tone of voice, logo and colours when you’re still connecting with customers and refining your product and service offering.
Now that you’ve grown, you may find that your brand doesn’t truly articulate your offer and Unique Selling Proposition (USP). Or, perhaps you’ve ran into reputation or brand awareness roadblocks that are impacting your current brand perception and ability to communicate clearly with prospects.
Rebranding is more common than you may think. Many major organisations undergo a facelift to strengthen their position in the market. As a specialist Brisbane branding agency, our brand support team have delivered an abundance of successful rebrands for our clients. (In fact, Viabrand has even undergone our own successful rebrand!) While the process comes with certain risks, when done correctly, it delivers incredible returns.
What is a rebrand?
In today’s competitive, global and digital economy, a strong brand is no longer a “nice-to-have”. It’s a must.
Rebranding is more than simply updating your name, logo and colours. While such changes can have a superficially positive impact on your company, a well-considered and strategy-driven rebrand will, first and foremost, enable you to define your foothold in the market, identify your target customers, and utilise strong and cohesive visual positioning and messaging to establish a clear communication framework.
A rebrand establishes a different identity for your business, distinguishing it from competitors as part of an overarching brand strategy. Strategy is crucial to ensuring your brand has a lasting presence and strong foundations that support future growth.
Strong branding can have a powerful influence on the emotions and thoughts customers associate with your company. If done right, it allows you to drive qualified prospects to your company, and in turn, allows you to achieve your business goals.
If you feel like something is stopping you from achieving your business goals and suspect your brand might be the culprit. Or if you feel that a rebrand is the right choice for the ongoing growth and direction of your business; here’s more information about how a rebrand can solve some of the most pressing challenges associated with an outdated brand.
1. You’ve outgrown your original brand.
Companies and markets grow and evolve over time. Perhaps you’ve expanded your product or service offering, experienced an acquisition or merger, launched in new locations, or are driving your business in a new direction. Any number of internal and external factors can create the impetus for change and growth, including a shifts in the market, new industries, emerging technology or legislation.
If your brand no longer fits your business, a Brisbane digital marketing agency with experience in brand strategy and rebranding can enable you to better articulate your new service offering and approach.
Discover how two well-established financial services underwent a successful merger and rebrand to tap into an emerging market.
2. You lack a clear brand strategy and the messaging needed to define your offering.
Once your business grows to a certain size, it becomes clear you need a brand strategy to effectively communicate your business’s characteristics, values, service offering, difference to competitors and customer benefits.
As a Brisbane branding agency, our brand support team have created numerous new identities to support clients in defining their offering and accurately presenting their unique story, values, personality and tone of voice.
3. You’re branching into emerging markets.
So you’re experiencing growth and innovation, and need to adapt to changing consumer habits or are achieving success by branching into emerging markets. You need a brand that shows your growth and is more broadly appealing. This type of rebranding is classified as “proactive”, as business leaders are planning ahead and assessing growth opportunities. Rebranding can help you reposition your business to target these new customer profiles.
4. Your customers have negative perceptions of your brand.
Poor reputation, breakdowns in service, legal issues, and negative events or publicity can hold you back. The brand damage caused can be difficult to overcome. A rebrand in this instance shouldn’t be used as a short-term, “band-aid” solution to solve business dilemmas. This is an opportunity to start anew, and learn from old mistakes. Your new identity should reflect the positive aspects of your offering, particularly when you’ve taken adequate measures to address undesirable circumstances.
If your business is facing challenges, take the time to assess whether a new look will help you overcome them and whether it’s best to get support from a branding agency. Rebranding has the power to connect you to your target audience more quickly; build stronger, long-lasting relationships with your industry; and retain your customers over the long term. Reshaping your stakeholder’s perception of your business through strategic rebranding, underpinned by research and industry expertise, is essential for achieving your business growth goals.
Viabrand is your experienced Brisbane branding agency. Our brand support team are Brisbane’s digital marketing agency experts with services in brand strategy, rebrands and brand refreshes. Feel free to book a complimentary, no-obligation 15-minute call to learn more: https://calendly.com/viabrand/15min