Clients come to Brand3 with a problem: sale goals are not being reached, their website and visuals feel dated, and their customer numbers have plateaued or plummeted. Many of them simply believe that a new logo, ad campaign, or a website refresh will get them where they need to be.
However, these solutions are often just a bandaid on the company's brand problem. A new website alone wont change their customers' experience and turn into a huge boost in sales. We work with the company's leaders to take a holistic look at the situation and in many cases, what the company really needs is a rebrand.
So, what are the signs that your company is due for a rebrand?
Whatever our business offers, the ultimate goal is to make a profit. For many businesses, as their offerings and services become more diversified, the message of the brand gets lost and becomes unclear. As a result, potential customers aren't sure how to engage or what you want them to do. By clarifying your messaging, strategizing your brand, and building sales funnels, you gain clarity and results.
Perhaps you started your business as a landscaping company, but are now also building decks and pools. Maybe you are a realtor who is now offering a luxury experience, staging, and want to appeal to the short-term rental market. As you pivot in business, your website may not have evolved with your offerings and the current market. A website redesign can make your funnels clear and lead to greater results long-term. If your website no longer accurately reflects your offerings and services and lacks clarity, your brand is probably ready for a refresh.
You might visit your site pretty frequently. If you no longer feel compelled by your online presence or that you have grown in your craft aesthetically, it might be time for a rebrand. While a revamped website can be a long process, it is through stunning visuals and web presence where you can add fresh energy to your online space and customer experience.
If you’re struggling to connect with your Ideal Client and you only hear crickets in your inbox, then maybe you need to go back to the drawing board and see if your branding attracts the type of clients you want to book. Similarly, if your business has evolved, maybe you want to connect with a different type of audience. Take a moment to reflect on this and figure out whether your current branding will be able to attract this new audience. Your brand’s audience is evolving and perhaps entering a new life stage, like aging or becoming parents. These major life shifts have a profound impact on your customers’ needs and values.
Now what?
We recommend taking a step back and evaluating your business holistically:
Listen
Receive honest feedback from your company's decision-makers by asking for their input. How are they defining your brand? What is important to them? What changes should be implemented?
Look around
Take a look at your competitors and see what are other companies doing well. How do you stand out? How is today’s culture different than the past?
Look inside
Conduct a self-assessment, taking a deep dive into your brand: the good, the bad and the ugly. What are you doing well? Where can you improve? How can that shape your next steps?
When we go through this process with clients, we collaborate with leadership teams and use these inputs to get an overall picture of the company and the brand. This helps to reveal who your ideal customer is, what your long-term goals are, how you are different ,and why your customer should come to you.
Your company must have a clear brand strategy to cut through the noise. If you intentionally establish this foundation, you can rebrand in a way that clearly resonates with your customers.
