Time for a new brand?Where should a business begin when thinking about re-branding?

There are rule of thumbs – but beware. Like most things in marketing, not everything is for everyone.

Believe it or not, brand makeovers are not simply a response to businesses in a downward spiral. Successful companies revamp their brands just as much as ones that have experienced a downturn in their fortunes.

When companies are thinking about rebranding, quite often they only consider what is obvious to them and that’s a new logo.

Branding is not just a logo identity. It is everything that your business stands for from the way you treat your customers to answering of telephones and the quality and experience you leave with your customers when they buy your products or services.

Your logo is however very important and the way the logo communicates your business is critical and all adds to the customer experience. It’s the ‘short-hand’ representation of your brand.

Creating a strong and sustainable brand image for your business has definite advantages.

The brands association with key messages, slogans, what people think of the brand and what a business stands for is imperative to building the brand.

If your business turns over $100,000 or less, we recommend that you look at a low cost option of around $1,000-$1,500. If your business turns over $500,000 or less, then consider $5,000 – $10,000 as an investment for a new logo identity, and so on.

Of course, if you are a startup, then you need to invest in your brand according to what you believe your likely turnover in the first one to two years of business is going to be. It’s all relative. Whilst a National Australia Bank might spend millions on a re-branding there are many alternative ways in which to communicate a new brand and particularly with the current economic climate and the mass retrenchments in the creative fields, there is talent pool waiting to work on your next re-branding exercise.

What are the brand image expectations and how is that going to effect the overall brand development?

A brand image has to communicate not only a level of quality and professionalism, but also an idea for the buyer or consumer of what they should expect.

When developing the brand, think of the whole business not just who is leading it. Quite often when an individual founder has put their heart and soul into their business, people begin to think that the brand is in fact that person.

Steer away from making the brand a person and focus on the brand image being the entire company otherwise it will affect your overall brand development.

Where to go for brand development?

Graphic designers that don’t have knowledge and experience with understanding what needs to be represented in the brand may only focus on what looks good rather than what is good.

At the other end, many branding people have just done a course or have learnt how to talk the talk, but understanding in depth what you are actually trying to achieve, might be out of their grasp and you may end up being sold something that doesn’t identify or align itself with what you are actually trying to communicate.

Find out from others who they have used and whether they believe their brand represents who they are and what they do.

Alternatively, look for companies with experience of 10+ branding campaigns and find out how they came up with individual brands for companies that they have worked with.

Re-branding is a big deal. It’s an investment that in this day and age has to be considered in depth before jumping into.

Think about what you want to achieve out of your rebranding and work with a partner that understands you and your branding requirements.

Ensure you have a firm quote, not one that can move according to how long someone chooses to spend on your logo identity.

Find out more 1300 300 080.

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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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