Great brands resonate with customers through the strategic execution of look and feel, reputation management, and by telling a great story. And while some brands like Pepsi and Instagram can take things to the next level by making small adjustments to their brand, other companies may require a full brand overhaul to revitalize their presence.
How do they do it?
They hire professionals who can help to identify when their brand identity is becoming stagnant and mature their logo, website, packaging, and messaging – seamlessly and according to trends identified in the marketplace.
How do you know when it’s time to contact the professionals?
1. You’re Making Too Many Excuses
Are you at the point where you’re making up excuses for updating your branding? You know, saying things like, “We’ve just been too busy,” “It’s not that bad,” and, “Maybe next year”?
If this sounds like you, it’s time to take the necessary steps towards a brand overhaul. Think about it, if you, (a person who is biased towards your brand) is noticing that you’re falling behind, imagine what your potential customers and clients are thinking.
We know your brand may have sentimental value, but it’s important that over time, it still appeals to your audience. Revitalize your business by contacting a digital marketing agency that can begin to strategize and action your creative and innovative comeback.
2. You’re In Need Of Reputation Management
If your business is looking for ways to overcome a series of bad reviews or some sort of scandal; a brand overhaul and reputation management may be able to save your company from losing momentum. Re-branding is the perfect way to articulate that improvement and change are being made to rectify the concerns of your customers.
Creative re-branding is also helpful in distracting customers from the ‘bad’ and getting people excited about the ‘good’ that’s to come as you turn a new leaf. Take fast food giant McDonald’s for example:
When American filmmaker Morgan Spurlock released his documentary Supersize Me, McDonald’s, unsurprisingly, panicked. While customers knew that McDonald’s wasn’t necessarily healthy, the negative press and shocking results of the documentary turned into a massive scandal for the brand.
To minimize the hit, McDonald’s quickly went to the drawing board to try to change the way people were thinking about their food. Since then, McDonald’s has re-designed their restaurants, ordering experience, and promotes sophisticated McCafe coffee and smoothies, Happy Meal apple slices, salads, snack wraps, Angus burgers, and shows no signs of slowing down – a brand overhaul well done.
3. Your Business Is Growing Rapidly
Start-ups typically launch with one service or product, but as they develop a following and identify consumer interests and needs, they are likely to expand their offerings – potentially changing their target market and brand messaging. Therefore, when growth develops outside of the scope of an original business plan, a brand overhaul may be necessary – to target and appeal to a wider audience.
In the beginning days of a start-up, it’s also not uncommon to try to save money by building your own basic website, designing your own print materials, and crafting your own logo. However, as your business begins to grow, you may want to consider consulting print, web, design, and content professionals who can mature the logo and promotional materials you started with, making them more sophisticated, versatile, and professional.
4. Your Brand Is Losing Interest & Customers
Over time, audience preferences change, and it’s your responsibility to keep up. This is especially true for brands that have been around for decades and must launch new campaigns to remain fresh and relevant with changing trends and target markets. Take men’s deodorant brand Old Spice for example:
Before launching their 2010 campaign featuring athlete Isaiah Mustafa, Old Spice had become stagnant, dated, and boring. However, through their successful commercial campaign, Old Spice rebranded with humour, connected with a younger demographic, and became a key creative player in the marketplace. They even went viral with ‘The Man Your Man Could Smell Like’.
Other successful re-brands include Keds partnership with Taylor Swift, Burberry’s innovative use of technology and personalization, and The Bay’s shift back to their original name, ‘Hudson’s Bay’.
How Treefrog Can Help
Need professional guidance on how to execute your brand overhaul or logo maturation? That’s our specialty. Our Treefrog team of content marketers, social media gurus, kick ass designers, and programmers, can help to deliver a brand refresh that will keep your business moving forward.