Before we discuss rebranding your business:
Let’s do an experiment together.
Before you begin a rebranding it is important to understand what a brand actually is.
The simplest way to explain this is by using your cellphone.
Question: When you turn your cellphone on, what image did you set your background to?
If you need to look, go right ahead.
That image on your cell is a symbol that conjures up positive feelings and emotions.
That is why many of us make our home screen a picture of a loved one, a pet, or a scenic shot from a past vacation.
Here’s the thing… your neighbor, Ben Parpaleedo that lives 11 doors down, couldn’t give two rips about that image on your cellphone.
It’s because he doesn’t have an emotion tied to that image like you do. He won’t feel anything near what you do when you both look at the same image.
The image is still a symbol but it doesn’t carry any meaning.
The biggest mistake you can make with rebranding your company is focusing on the image instead of the story behind it.
Your brand is not your logo, website, and slogan.
Your brand is the emotion people feel when they experience those elements.
If all you do is just create new branding elements… you’re just showing new images that still don’t mean anything to your neighbors.
This is how Steve Jobs would approach a rebranding:
No one in their right mind would argue that the late-great Steve Jobs was a brilliant marketer.
In this 7 minute video he hits the nail right on the head when it comes to branding. In fact, he drills it in the first 10 seconds of the video.
Watch this video and let’s discuss below.
You can see how Steve Jobs identified the core values of Apple before he created the branding… in this case a commercial campaign known as “Think Different.”
The focus isn’t the product or even Apple, as they only showed their icon for a second.
The focus is on shared values because that is what connects people and brands together.
People who see themselves as “the crazy ones” identify with this message and the brand.
Where do I start with rebranding though?
We believe, your brand works to move people down a path towards falling in love with you.
So when they see your new logo or website it actually means something to them.
Here’s what the journey to BrandLove looks like.
- Brand Identity
- Brand Awareness
- First Contact
- First Sale
Brand Identity – Before you start with execution, it begins with understanding what your brand is all about. What are the values, beliefs, and worldview of your brand that the right people for your brand will connect with.
Brand Awareness – This is how you spread your message. This can be done in a variety of ways but we recommend picking a medium which includes sound. Echoic messages (TV, Radio, YouTube) are much stickier and harder to ignore compared to messages that are just iconic (print, billboards). Iconic messages are great for recalling a message that has been previously implanted by an echoic message.
First Contact – When someone reaches out to your business for the first time this isn’t the end of your branding. This is where you need to really infuse your branding so they know they’re in the right place. By revolving your brand around your values it makes it easier to align your message with your actions.
First Sale – There is a huge opportunity for your brand AFTER THE SALE. The customer isn’t expecting much from you at this point because most companies don’t focus on the customer experience post-sale. If you can find ways to infuse your brand identity into post-sale experience, you’re going to push more customers to the next level with your brand.
BrandLove – This is where the customer falls in love with your brand. You know when they arrive because they write glowing reviews and send referrals your way. They become a brand advocate and a valuable member of your branding initiative. This segment of customers is extremely valuable to growing your brand.
But I don’t have an Apple sized budget for branding:
Not too many companies do.
However, you’re goal isn’t to make the whole world fall in love with your brand but to make your world fall in love with your brand.
That can start with the people who are already your customers and work it’s way out from there.
Here’s an example of what this looks like for a company that isn’t Apple.
Watch this video case study of our client Complete Payroll’s rebranding process:
The values of Complete Payroll are instilled from where they call home.
Some people will come in contact with their brand and it won’t connect.
These people most likely identify with the big city. That’s fine, because they’re not an ideal customer anyways.
We want to connect your brand with the right type of customer who will want to fall in love with what you represent.
It all starts with identifying your core values as a company. That’s the foundation that your brand is built upon.
Remember what Steve Jobs said, “Marketing is about values.”
This is where your rebranding begins.