9 Signs You Need to Rethink Your Brand
While ‘success’ is defined differently for each company, all companies need to be vital, profitable and grow. How is that achieved? Focusing on improving products or services, rethinking the sales approach, upgrading equipment, and investing in new systems and training methods are all important considerations. But what about marketing? Sussner Design Company is built on refreshing identities, which essentially means we change, refine or clarify the way you are represented to your customers. We provide the marketing team with a reliable, proven and well-oiled set of tools.
We’ve compiled a list of the most common reasons we’ve encountered that trigger companies to refresh their brand identity. Does one of these reasons resonate with you, describing your current state?
1) I WANT TO KEEP AHEAD OF COMPETITORS
A “with the times” or “ahead of the times” brand will convey a progressive company that is modern, professional and self-aware. The brand story will stand up, stand out and stand strong.
2) MY BUSINESS HAS EVOLVED
Updated positioning statement, merger, acquisition, deregulation, spin-off, reorganization, or the introduction of a new business offering are all great reasons to refresh a brand.
3) THE INDUSTRY HAS CHANGED
All industries and marketplaces go through changes and it’s critical that a brand reflect and/or drive those changes.
4) MY CURRENT BRANDING IS BEHIND THE TIMES
If a brand appears stale and outdated, customers will assume the company is stale and outdated. A brand refresh can inject new energy and attract the right kind of attention.
5) MY SALES HAVE PLATEAUED OR SLOWED
A brand refresh can help a company appeal to a new audience, excite existing customer bases and help expand the company’s reach.
6) MY CUSTOMERS ARE MISPERCEIVING OUR COMPANY
Any confusion about the business from key audiences can hurt sales. If the brand story is no longer resonating or the company is out of sync with their identity, then it is time for a refresh.
7) I WANT TO ATTRACT THE TOP TALENT
People want to work for a company that is fresh, energized, and inspires them. A brand refresh can help attract top talent and keep staff turnover rates down.
8) I WANT TO CELEBRATE A MILESTONE
You’ve put in the hours, hit the highs, endured the lows and handled the in-betweens. Now it’s time to climb to the roof and shout-out your success. Treat yourself and your audience to a celebratory make-over.
9) I HAVE NO COMPETITION…YET
For some, Reasons 1-8 don’t fully resonate. The “register” is ringing, customers are singing high praises and the future appears rosy. So we say, capitalize on your success—direct, sharpen and push your brand to an even higher place. You’re on the top, now get a ladder and elevate.
Our recommendation is to re-evaluate your brand every 3-5 years. If you find yourself nodding your head in agreement at one (or more) of these reasons, let’s talk. It might be time to refresh to new heights.