Branding is about much more than your name and logo – it encompasses everything about who you are and what you do as a company. This includes your identity in the marketplace, service, strategy, marketing and overall messaging.

Sometimes, an upstart sets out in one direction, but then changes course once it becomes more established. The business then tries to run with the same logo and look in fear that making changes will prove too daunting. Unfortunately, the new messaging that’s being carried through no longer matches the company branding. As your company is evolving, so too are your target clients’ needs.

Your brand should be as much about your target audience as it is about you and what you offer because, after all, if those you’re trying to reach aren’t drawn in by your brand, something needs to be reworked.

Other times, maybe the colour scheme isn’t right or the logo looks washed out. It’s amazing what a refresh can do for your brand – a splash of colour here or a new tagline there. The great thing about taglines these days is you don’t have to stick with just one!

When deciding if your current brand is relevant to your business, here are some key questions to consider:

When deciding if your current brand is relevant to your business, here are some key questions to consider:

Now, take a look at your branding. Are the answers to these questions addressed through your messaging? If not, you may want to consider examining new brand options.

Of course, looking at a rebrand involves many more considerations, but this is a good start.

If you decide you need a change, we can help you determine which direction is best by delving into the inner workings of your company and its important messaging, as well as your ideal client profile.

1. If you had just 30 seconds to describe your offerings to potential clients, what would you say? (this is essentially your ‘elevator pitch’)

    

2. What problem do you solve for your customers? What is the purpose of your existence (other than to make money)?

    

3. What about your background, product offerings and/or services sets you apart from your competitors? Why should consumers use your services or engage with you?

    

4. Describe your ideal customer (including demographic details along with a psychological profile or story)

    

5. What’s the primary message you want to convey to your customers? (This doesn’t have to be just a verbal message. This is about how you want customers to feel each time they interact with your business)

Now, take a look at your branding. Are the answers to these questions addressed through your messaging? If not, you may want to consider examining new brand options.

Of course, looking at a rebrand involves many more considerations, but this is a good start.

If you decide you need a change, we can help you determine which direction is best by delving into the inner workings of your company and its important messaging, as well as your ideal client profile.