Re-branding for future success

Could it be time to reinvent yourself? As businesses evolve, it’s sometimes beneficial for them to undergo an image change. Known as re-branding, this may involve anything from a fresh name to a new character, logo or set of key messages.

Nothing stays the same. As companies adapt to meet the needs of a changing market, it may be the case that their old persona no longer suits, or accurately mirrors what they do. Re-branding provides an opportunity to enable the face of the company to better reflect what’s going on inside it. Re-branding may involve a complete re-think of the corporate image, or be delivered piecemeal. A key consideration is whether the company’s image continues to faithfully portray what it’s about. When it’s clear that the corporate image hasn’t kept pace with change, a re-brand is probably necessary. Re-branding is frequently a multi-faceted process that occurs in many different stages, not all of them at the same time. Generally, re-brands are envisaged to last around a decade. Once a company has a clear vision of what it’s aiming to look like in the future, its brand should be gradually updated to reflect corporate evolution. Change within organisations is a normal part of commerce: healthy businesses may undergo several re-brands as they grow and adapt to meet the needs of the market.

Although there are many reasons why a company may choose to re-brand, six of the main drivers for a new image are:

– A change in the product/services delivered
– A takeover or other change in ownership
– Internal cultural changes
– A fresh leadership team
– A change in customer base
– Inferior, cheap initial branding which needs to be re-done

Re-branding may incorporate some, or all, of the following aspects of a company: social media; vehicles; signage; a marketing campaign to inform the public; new uniforms; stationery; and photography.

Your corporate persona is a critical part of your marketing strategy. Particularly in B2C commerce – Business to Customer, prospective customers are heavily influenced by how a business presents itself. For this reason, skilled re-branding that showcases your company to perfection is essential. This is why, when you choose Telling Designs for your re-brand, you’ll be working with a skilled, freelance graphic designer who will take the time to gain an intimate knowledge of your business. From discovering what matters to you through to corporate history, ethos, service delivery mechanisms, audience and more, we gather a comprehensive range of information that enables us to come up with a corporate identity that’s going to deliver the outcomes you’re looking for.

We will take the time to identify the characteristics that define not only the company you are now, but also the company you want to be in a few years’ time. In conjunction with consideration of current SWOT (strengths, weaknesses, opportunities and threats) for your organisation, (read more here) we are able to develop a detailed, sophisticated profile of the corporate persona that’s going to optimise commercial success. Alongside consideration of your brand, we’ll also be working with you to ensure you have a suitable business plan to enable you to reach your longer term goals. For many companies, development of their brand and their business plan are inextricably interlinked. We work with companies holistically, bringing together their aspirations, unique selling points and market niche information to create a brand that’s exactly right.

Yes! As indicated earlier, almost every successful business that’s been running for some years will find itself in the position of needing a re-brand: we are no exception! Telling Designs underwent a total re-brand. The re-brand was prompted by relocation of the company from a small mining town (Pilbara) to the more cosmopolitan setting of Mandurah. The move prompted corporate introspection, where it became clear that there had been a shift in the way our organisation wished to work, the service we wanted to provide for our customers and the image we wanted to portray. As part of considering how best to communicate these internal changes it became clear that what was needed was a more direct, simple brand focus. This didn’t mean that there was anything wrong with our initial branding: rather, as the organisation had changed, there was a need to re-invent our external persona, in order to more accurately reflect the internal changes which had occurred. Therefore taking the time to explore at a fundamental level what sort of company we wanted to be enabled us to identify a clear set of corporate characteristics and values that formed the basis of our re-branding.

Watch this amazing case-study to understand the true impact of a re-brand. Watch Here

In conclusion, investment in re-branding can really make a difference to you, your customers and ultimately your bottom line. Get in touch to find out more.

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