I was having a chat with my graphic designer Sue Aperghis yesterday about a client who may or may not have needed a rebrand. We were discussing how sometimes clients don’t realise the difference between a low cost re-brand and a full project re-brand. These will remain subjects for another day however what we did end up discussing wasn’t the usual benefits of a re-brand.
The typical reasons for deciding it’s time for a change:
You looked left behind by your competition – they seem to visually look like they have a stronger feel, maybe they appear more up to date or like they have raised their profile in your given market place.
You old branding doesn’t represent where you business is now placed – As our businesses grow we develop into new products or services or we specialise or find a niche market place.
When we start we don’t always realise that brand is necessary – many small companies don’t think that brand is an important way to spend your start up funds. We all see the logo’s that have been made in Word of with Clip Art. When the funds are available you then need to redo your stationary and website.
What a re-brand can do for team moral and productivity
What Sue and I discussed was what happens after a companies brand changes from experience.
- We saw companies where the staff were enthusiastic because the company made them proud again.
- Companies who got their staff involved in the process made them feel part of a team and truly thought about their place in the market.
- It gave the staff a boost in their marketing efforts. In one client we worked with they threw a party.
- Company owners can re-assess their place in the market – it brings in new ideas.
- It kick starts a Social Media campaign as people are proud to share things.
All of the above mean increased productivity, marketing, loyalty even if just for a temporary period. You are then left long term with the typical reasons which are cause enough for a change of branding.