Most successful businesses are constantly evolving; adapting to their client’s needs, responding to market forces, and adopting new innovations as they become relevant. Outside, customers and clients are also developing; embracing new technologies, learning new behaviours and expecting more from the brands they buy from.
Unsurprisingly, over time brands can discover that their core proposition has shifted significantly because of these changes, and therefore it is time for a brand makeover.
How To Recognise When Your Brand Needs Redefining
Perhaps the main motivator for a company to redefine their brand is when sales drop off. However, it is much better to pre-empt this by evaluating your brand proposition on a more regular basis. Ask yourself:
- Would you like to increase customer retention and encourage loyalty from your existing client base?
- Do you struggle to target new customers and get your core message across?
- Are you pigeonholed as something that you (and your customers) have outgrown?
- Do you want to reach new markets and a different audience?
- Do you have a new offering (product or service), or have you made significant changes to your existing ones?
- Does your brand tell the wrong, or outdated, story?
- Is your brand associated with something that is no longer relevant?
If you answer “yes” to some of the above, then it’s probably time to have a good look at your current identity and branding.
Redefining Your Brand Is Not The Same As Rebranding
Although it may be advisable for you to consider a complete rebrand if your business needs it, new logo, website, packaging, signage, stationary, etc., for others a more subtle redefinition of the brand is all that’s required. After all, there is a lot more to your brand than a company logo.
Redefining your brand is about articulating what your brand stands for; the core message or brand proposition you need to get across to customers. This means analysing your existing brand communications and tweaking them to get content back on message. Take a look at your website content, your social media channels, blog and other forms of communication: are they working for your brand proposition? They should be telling your story, using the right tone of voice for your target audience, and giving customers a reason to care.
Effective Ways To Redefine Your Brand
Here are 3 steps to redefine your brand and retell your story:
Website: If you’re not going for the whole redesign / rebrand you can still improve on your existing website. Specifically with the content you share. Get rid of anything that is not telling your story, old content that confuses your current offering and proposition. Rewrite content with your new brand proposition in mind, targeted at your core audience.
Top tip: Add a blog (if you haven’t already). Blog posts are a great opportunity to tell your story in many different ways.
Social: Start off with some solid research to ensure you are using the correct social media channels for your business – ie where your customers are. Reach out to those customers and tell them about what you are up to. Remember social media is not about selling, it’s about engagement.
Online Marketing: Time to let everyone know about the new “you”! Combine social media and email marketing to get your redefined brand message across. One simple yet highly effective way to do this is to use video to tell your story. A three minute film can convey so much more than a lengthy written piece, or an advertisement. You can then use this video on your website, share through social media and link to it from email communications.
Have a look at this film we produced for Broadstone Warren Scout Camp that combines both the practical aspects of the organisation’s service, the benefits and their story and ethos:
Ray Mears, what a hero!
If you would like to discuss your brand communications with us at NRG Digital and how video can tell your story and help redefine your brand, get in touch. Call 01252 629 996 or email firstname.lastname@example.org.