11 tips for (re) branding your brand

11 tips for (re) branding your brand

What is branding?

Branding is the art of putting your brand on the market in a unique and creative way. Just as every person needs their own identity, so is the case with companies and brands. Branding is who you are and what you do to make clear to your target group. It is what your brand stands for and stands for and ingrained in the memory of your target group. On the one hand, it serves to make your product or service visible, on the other hand to give that product or service extra credibility. Moreover, the importance of a professional visual identity should not be underestimated to distinguish yourself from competitors. And we all want that, right?

What is rebranding?

Rebranding means reinventing or repositioning your brand. If you notice that your current brand is not reaching the right target group or is out of date, then something must change in your brand strategy. It can be seen as the 'renovation' of a brand. This is also often the case with a merger of companies.
It does not mean that you have to omit everything you do now. Rebranding is not just about 'reinventing' yourself, but about understanding what works and what doesn't work.

11 tips for (re) branding your brand

Look at your target group: do research into what your target group needs or desires.

Focus on the competition: analyze what your competitors are doing well, but also where they might miss the ball Be inspired by this!

Make a plan: use the two dots above to draw up a plan. Think about how you will (re) introduce your brand to employees, current and future customers. Will you involve the press in this?

Create a strong brand identity: think of name and logo, corporate identity (colors, web design, etc.) and tone of voice.

Ensure credibility: ultimately your image revolves around what consumers think from their perspective. It is important that your brand is related to your target group. Your brand must have a 'soul'. Make sure that the gap between your image and identity is zero.

Be consistent: this applies to both new and updated brands. It is very important that the branding of your brand is consistent with all means used (online and offline). Just think of your website, business cards, social media, e-mail signature, and so on.

First, communicate internally: involve your employees in this important change. If they feel that they are involved, then they will be able to better convey the story of the rebranding to the target group.

Clearly, communicate it externally: don't just change without communicating about this. Be transparent about the drivers behind the rebranding. This can be done, for example, by organizing an event to launch the new brand.

Not everyone likes change: keep in mind that during rebranding you always have both proponents and opponents. Communicate well about the changes, but be aware that you will also lose 'fans' as a result.

Do it professionally: launching a (new) brand is no easy task. If you have not eaten cheese yourself, it is important that you involve professionals who will help you work this out.

Evaluate the changes: it is a cliché, but the measuring is knowing! It is important that you evaluate the changes and also request internal and external feedback. Then you know where any adjustments are needed.
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