Your logo looks a bit dated, or your company name no longer encompasses your expanded services. You’ve been itching for years to get rid of that pumpkin-and-mustard color scheme. Whatever is driving your company rebranding, you need to think about the bigger picture before you begin.
Businesses often underestimate what’s involved with a company rebranding. They envision the fun of debating between new logo options, but forget about the underlying strategy sessions that get you to the logo decision.
Major in Messaging
One part of the process that shouldn’t be rushed or skipped is the messaging analysis. This involves a careful consideration of what sets you apart from your competitors. You may get into some serious discussions about values and service, but still struggle to identify what made your customers choose you.
It’s Not Experience. Many companies make the mistake of choosing factors like customer service or experience as their key messaging. It’s rare that a customer will seek out a higher price to pay for customer service, and experience is difficult to demonstrate in brand messaging. Your expertise may come through in your content pieces, so it can certainly be a part of your strategy, but it likely won’t be a central aspect of your messaging.
Talk to Customers. If you’re struggling to see what sets you apart from your competitors, you’re not alone. This is a difficult part of any company rebranding. It may help to survey a few customers and ask what caused them to choose your company over the other options.
You may find that your company came across as more down-to-earth than your competitors, or that your product seemed to have a luxurious feel that wasn’t present with the alternatives. It may be that your salespeople have a tendency to be more friendly, or they present your services in the framework of a partnership.
These are the types of information that can help you form your brand message. Hearing that you’re down-to-earth might lead to messaging that focuses on concepts like “real” or “authentic.” You may differentiate yourselves with messaging that highlights your approach as a business partner who guides the process.
Your company rebranding process will take off once you’ve identified your brand messaging. If you aren’t sure how to get started, SJC Marketing can help. We can lead your team through a highly-effective strategy session that clearly identifies your brand messaging and tells your story in a compelling way.