BLOG POST BY LINDSEY IMPERATORE, DIRECTOR OF MARKETING AT THE NEWS FUNNEL
We hope you’re sticking to all those new year’s resolutions you made for your business, and we’re certain you had a few for your brand. Did you vow to post more on social media? Are you committed to blogging in the new year? Whatever it is, it will help you push along your marketing so you can reach your revenue goals in 2018.
But what if, despite all your marketing efforts, you aren’t making traction with your audience? It could be that your branding isn’t conveying the right message or reaching the perfect audience!
The Concept of Branding
The concept of branding is more than just your logo and tagline – it’s the cohesive feeling that all elements of your business and marketing evokes in your target market. It can be everything from the color scheme used on your Instagram to the décor of your office. All elements of your brand should represent the feelings and intentions of your company, and should give your organization an identity.
When It’s Time to Rebrand
Every major corporation go through rebranding efforts from time to time. Think about some of your favorite products like Pepsi, Kraft or Polaroid. Those brands look quite different from when they did in say, 1975, but they still carry the same qualities and memories as the original brand.
Does your brand need a refresh or a complete overhaul? Here are a few signs that it may be time to spice things up or change them completely.
#1. It’s outdated.
This is one of the most common reasons companies rebrand. Maybe the colors seem tired, or the logo looks like it belongs in the 1980s. While your branding should try to be timeless, sometimes it just isn’t and it’s time for a refresh.
#2. Your business has changed.
Companies often like to start with a fresh new look and feel when the way they do business has significantly changed. Perhaps you’ve acquired another organization that focuses on industrial space when you’ve previously only managed retail space. Maybe you’ve started focusing more on the residential space. Regardless of the changes in your business, it may be time to showcase a brand that represents the new era of your organization.
#3. You hit a rough patch.
Maybe it’s some PR nightmare, or a lawsuit that went sour, but sometimes CRE companies rebrand for the purposes of making their old brand unrecognizable. Sometimes it’s important to start over with a fresh face so that the negative elements of a previous scandal don’t follow your business forever.
#4. It doesn’t evoke a positive emotion.
If you continually get feedback that your brand doesn’t feel modern, happy, clean or powerful – it might be time to reevaluate both your brand and what you stand for as a company. Do a proper brainstorming session to determine what feelings you want to evoke, and engage some experts on how best to create that emotion in your target audience.
Branding can be a complicated topic, and sometimes the answer is to just start over. Not everyone is a branding expert and sometimes that means getting a little help from those that know it best.
Need help with your social media strategy? Contact Jen@thenewsfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS.