Brand and Rebrand
You can see examples of rebrand based in everyday products. Woolworth's "fresh food" brand is designed to give them the 'local green grocer' identity in the war of the supermarkets. Doves "body natural" campaign offsets the increase in plastic surgery popularity. Domino's iPhone app, rethinks the way to use your phone to order pizza in a tech obsessed society. Wondersoft's latest "Not so fancy" campaign has been influenced by price, and could be attributed to the GFC. WISDOM has also successfully rebranded Campbell Page when they increased their operations across Australia.
No doubt, the face of your company is your Brand. Having a strong brand, that communicates effectively to your target market, is a lot more than just a nice looking logo. There is a real science behind the creation of an intelligent Brand. Get it wrong, and you don't want to know about it. Get it right, and you are sitting pretty... for a little while anyway. You see, like anything, over time a Brand needs maintenance... updating, refreshing, even redeveloping, depending on the surrounding influences.
There are two main elements that will influence the development or redevelopment of your Brand. Your business and your environment.
1. Your Business: Like clothing, you might look great in a pair of yellow duck print overalls... when you are two! That same outfit looks a little strange when you are older. As your business grows over time, your products may change, your clientele will expand, and you will change. With ongoing developments within your business, your brand will need to change with it.
2. Your Environment: What also influences your brand is the changing environment in which it exists. Social, economical, political, technological and geographical influences will affect the way the marketplace thinks about products or alters customer buying habits. This in turn affects how you have to market your business. It may mean you need to update your brand and brand attributes to suit the new needs of your customer and brand environment.
Change is inevitable. Keep your Brand up-to-date, evolve with the changes to remain fresh and appealing, not tired and dated.
For more information on creating a successful brand or rebrand your existing corporate identity, speak to one of our WISDOM staff or for more information on branding see here.