Why understanding the whole picture is the key to a rebrand
Don’t get lured into the classic trap of thinking that a rebrand is a simple logo change. To go through a full rebrand, you need to understand the bigger picture. And that means giving all your current assets a thorough going over and figuring out what’s working for you and what needs to go.
Before you do anything, it’s good to have a conversation with the people you work with. Lay out the situation and they can give you valuable feedback about what’s working and what’s... Well, not working.
Here are some of the key factors to think about when you’re going through your brand audit.
Business Strategy
If you’ve read any of my blogs before, you’ll know that brand isn’t just a visual thing. It’s a tool and it’s intrinsically linked with your business strategy. Your brand and your brand strategy give you the power to breathe new life into your business strategy.
If things aren’t working well, it’s probably because your brand and your business strategy have become disconnected. This can seriously get in the way of you achieving your goals. Your brand and all the associated assets need to have a clear purpose and reason so that they line up perfectly with your business objectives.
Brand Strategy
When we start businesses, we outline our reasons for doing it in the form of a mission, our vision and our values. But in so many instances, we forget to evolve our brand strategy as our business grows and changes over the years. We build the foundations but forget to reinforce them down the line. This might be what’s causing some discord in your business.
Your brand strategy is a huge part of your identity. It’s how your brand communicates. If it’s not reflective of your identity, it’s not serving its purpose. And don’t just think of it in terms of attracting business, a poor employer brand could mean you’re not attracting the right people to come and work with you as well.
Consistency
Part of what makes a successful brand is consistency. You’ve heard it before. Consistency is key. Can you be confident your brand is consistent? If not, it’s time to address that. Confusing, inconsistent or unauthentic messaging can have real consequences for you and your brand.
And remember, it’s not all about the visuals. Do your actions line up with your values? Does your brand support your mission? If these dots aren’t joining up, then you need to find a way of bringing together a brand that’s consistent across the board.
Competitors
It’s easy for us to fall into a comfort zone and stay in our lane. But it’s so important to keep an eye on what your competitors are up to. Ask yourself, where do they sit in relation to you? Is there an overlap? How are you similar and how do you differ? This will help you get a better idea of your brand’s positioning and what changes you can make to fill any gaps in your particular market.
Audience
Finally, think about your audience. If you’ve nailed your values, you’ll be drawing in people that share similar values to you. Where are they and are you communicating with them effectively? If the answer’s no, then it’s time to go back to your business and brand strategy to figure out where you should be focusing your efforts and how your brand can support you in finding the right people.
You can see all the pieces here fit together like one big jigsaw. If one of these pieces isn’t quite right, it throws off the success of the bigger picture.
If you’re ready to get down to the nitty gritty, I can work with you through every step of your brand audit. I’ll get to know you and your brand and figure out how to turn that big picture into a real masterpiece.