Company branding is the process of creating a unique name, tone of voice, and image for a company that identifies and differentiates it from its competitors. A strong brand can help a company attract customers, build loyalty, and increase sales. Famous examples are McDonald’s golden arches and the Target bullseye logo.
What is a Brand Redesign and Why Should a Company Consider One
A brand redesign can be a great way to revitalize your marketing and brand and give it a new lease on life. It can help your company stay ahead of the curve and keep your brand relevant in a constantly evolving world. Industries are constantly adapting to new trends and technologies so one’s branding may no longer be reflecting these changes.
One of the many changes that a company brand should reflect is their target audience. As the market adapts and changes, so can the consumer’s needs and tastes. It is important to reflect these changes in a brand’s design to resonate with them and connect with the audience on a deeper level.
Additionally, it is important for a brand to reflect modern design trends. What was considered trendy a few years ago might be considered outdated now. If a brand’s design looks outdated compared to its competitors, it becomes more difficult to assert themselves as a leader in their industry.
Tips to Start a Brand Redesign
Marketing Research:
A great way to assess if a company’s branding is reflecting all these changes is to conduct market research. Market research is an organized effort to gather information about a company’s target audience and market.
Maintaining competitiveness and staying ahead of the curve in any given industry is a major component of market research. If done correctly, a company can apply their newfound knowledge to revitalize their brand’s design to reflect the current market demands. Furthermore, the information gathered from market research can be applied to improve the company’s products and user experience, ultimately attracting quality leads and improving conversion rates.
Competitive Analysis:
Another great way to obtain knowledge of the current trends is to conduct a competitive analysis. That is the process of identifying competitors in the target industry and researching their different marketing strategies. It is a vital method of identifying opportunities for growth and areas where a company may appear inadequate compared to its competitors. It is also a great way to recognize if one’s company branding is up to par with its competitors.
There are also internal changes that a company’s branding might not be representing. For example, as time passes and companies evolve to the changes in the market, the values and goals of a company might have changed as well. If a brand’s look is not reflecting its company’s evolving vision, it might be a good time for a redesign.
Now that the changes in the market have been identified, there is another thing to consider. A company might be reflecting the evolving industry and demographic, but that might not be enough to establish the company as a leader in the field. A company’s branding must also be unique and distinctive compared to its competitors. A successful design would reflect the unique qualities of a company, whether that be their values, personality, and so forth.
What Goes in a Brand Redesign:
After identifying a company’s position in the marketplace in relation to its competitors and current trends, the next step is to apply this information to the redesign itself. A company can develop a new brand identity and implement this across all channels, including the website, marketing materials, and social media.
To ensure stability in one’s branding, it is vital to create an outline and reference for the consistency within the company and when dealing with service vendors. A great way to do this is to develop a brand guideline.
A brand guideline is a rule book that helps a company maintain consistency as they continue to grow and create more products. It establishes the major factors that make a company dependable and identifiable.
A good brand guideline will include the company’s visual assets such as the color palette, typography, and logos, in addition to establishing their tone and personality as well.
Redesign with Efferent Media
Branding is an ongoing process, so it’s important to regularly review and update your brand to ensure that it remains relevant and effective. With the right marketing agency, you can develop an effective brand identity that is set apart from its competitors. Book a meeting with our team or call us at (631) 920 – 3150 for more assistance.