Branding: “The process involved in creating a unique name and image for a product in the consumers’ mind… to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”
Transcribed above is one of many “branding” definitions. However, defining this noun is not enough to make sense of the complex business practice. It’s almost like defining the term “touchdown” in American football, without mentioning the individual facets that shape this goal (this is also very fitting as the NFL season approaches).
For most companies, initial branding comes semi-naturally; just like any football team knows their goal is to score a touchdown. The team will eventually score and will use their closest, reliable resources to make it happen. However, in order to recreate and update this goal, a greater attention to detail is necessary.
Your Logo
It’s always exciting to see your favorite team exploding out of the locker room wearing a fresh, new jersey, color, or team logo. While fans don’t want to lose familiarity with their team, a new jersey or logo option creates excitement for the season to come. The same principal can also be applied to any business. Refurbishing an already-established logo creates an air of change and anticipation. This goal can excite your current clients and invite interest in prospective customers.
What’s more, a logo is not just an image, but an identity. Any change in design should reflect the roots of that business and inspire hope for a longer, more prosperous future. Customers new and old will understand that the company is continually progressing—however the next step is to make good on that promise.
Interacting with the Audience
Conducting business can be mechanical and regimented—it’s the nature of both business in the corporate environment as well as for teams on the gridiron. However, this interaction is only half of what makes up the constant conversation with an audience (or fanbase).
With a logo update, a business should also prepare to talk to and update their customers—make sure the audience understands that these changes are being made in their best interest. Sports fans go crazy to hear players talk candidly at events or after games, however players and coaches wouldn’t speak in that same manner on the practice field or when studying game film. Just as the all-star quarterback doesn’t explain his playbook word-for-word, companies must update their consumers without giving unnecessary technical knowledge.
Companies must be sure to differentiate between internal and external communication, using a casual voice rather than industry jargon. Luckily, the multitude of social media platforms and advertising channels have given businesses the ability to do so. This separation between internal business processes and a more laid-back stream of customer communication can build a culture around the company brand. A company culture that feels friendly and inviting will make long-time customers feel respected while simultaneously attracting a new client base.
Evolved Offerings
When both refreshed company imagery and communication have been established, the only thing that separates good companies from great ones are the products and services offered. Preemptive customer service starts here. It’s all well and good for companies to tend to issues caused by their products, but it’s even better when these problems are kept at bay. For example, a team can start the season with appealing, new jerseys and fan-centric messaging, but if they lose the first half of the season none of it matters.
Of course, no one is perfect—a fan’s favorite team will lose at some point. However, undergoing a brand refresh means that the company has taken a look at what has worked and what hasn’t. Businesses that evolve their products and services to better fit demand are the ones that bring this refresh procedure full-circle. The best teams have boiled their processes and playbooks down to versions that yield the least amount of unknown outcome. Businesses that do the same will be the ones who stay recognizable, refreshed, and will create a culture of customer care and product dependability.
Still unsure how to get started? Connect with 20 Lemons Marketing today and we’ll get your brand revamped in no time… Drop us a line for a FREE consultation.