Ways To Design Your Business’s New Brand Identity
You can launch a total brand revolution which changes the way your brand is perceived, the way it’s presented, and the way it looks. But if you go “whole hog”, as the saying goes, you may see some sales diminish at first. Why? Well, existing customers no longer recognize your new branding, and new customers are entirely unfamiliar with it.
Ease Into It
One of the reasons branding is a successful means of marketing is because it subconsciously inculcates awareness of products or services associated with a company. If you’ve got a good logo, a good slogan, a good company mission, and all that go along with that, you become a bit of a community institution.
Here’s the thing: your brand cannot be presented in a “static” way. That is to say: you can’t create a singular brand image and retain that perpetually, or it will eventually become institutional in the same way a degrading community on the bad side of town is.
Just like home renovation, you’ve got to continuously renovate your brand for relevancy.
So when you distill all these things into some kind of forward momentum, what you’re looking at is two means of expressing the same concept. You’re either gradually upgrading your brand to fit with the times, or you’re incrementally changing it as you head toward a reinvention of your business.
What McDonald’s Teaches
As a thought experiment pertaining to branding, consider McDonald’s. The big yellow “M” is iconic the world over, but the way it looks now, and the way it looked initially, is not the same. There are still a few of the original McDonald’s locations where the “M” was an architectural feature of the fast food chain itself.
But that logo has changed; it’s more “angular” now, less “rounded”. Additionally, the associated slogan has transitioned over time as well. In the seventies and eighties, there was a near-rap describing that which made up the “Big Mac”; you might remember: “Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”
Soon it transitioned to “We love to see you smile,” and now the going slogan is “I’m lovin’ it.” Additionally, the focus of advertisement has changed, and the McDonald’s brand has begun to target a more “hipster”, “health-conscious”, “trendy” demographic—at least in some part due to the fallout from the documentary Super-Size Me, which came out around 2004.
Even the largest businesses must continuously reinvent themselves for a variety of reasons, chief among them remaining relevant.
So look at your own brand, and consider means by which you could upgrade it—and in a sustainable, continuous way. This upgrade almost certainly won’t be your last; especially if your business continues to grow.
Promotional Items Through Laser Engraving
You might also look into technological means of advancing brand recognition and giving yours a “shot in the arm”, as it were. Check out this great article for some information on some of the newest decoration techniques; according to the site, “Laser engraving is one of the many decoration techniques available to transfer your logo onto the promotional item of your dreams.”
Another new consideration in terms of branding upgrades involves using the latest social media solutions to help advance your brand; like Instagram, for example. Instagram is beginning to take over the market Facebook once catered to almost exclusively, and in the future some new social media will likely overtake Instagram.
You’ve always got to be on the lookout for new-and-improved software trends which define mobile internet connectivity. Search Engine Optimization, or SEO, is a great way to “leave breadcrumbs” of trendy brand reimagining through targeted content written with keywords hearkening back to your brand.
Upgrading Your Brand
So do a little market research. Look at where your brand is at, and where you would like your brand to be. Consider what the best solutions would be to get your brand there. Consider the competition, consider other successful brands, and see where the commonalities are. Take your business online. Make a killer landing page. Work on developing your business so that it represents a picture of your own enthusiasm for it. Usually they’ll be strategically planned trendy upgrades gradually advanced over time to retain existing clientele while attracting the next generation.
An approach of this kind will likely yield the kind of results you’re seeking in your marketing efforts. Finally, be sure you’re always allotting some portion of the budget toward brand reinvention. You’re going to need to do this every several years—but if you do it right, it will regularly result in profitability and sustainable scalable expansion.