When was the last time that you stood back and reviewed your brand? Take a look in the mirror and ask yourself, in all honesty does your company image accurately reflect the quality of service that you provide and is it appropriate for your target audience. If not then it’s time for a change.
Your brand is far more than just a logo. It incorporates everything relating to the image that your company is looking to achieve. This includes your logo but also incorporates the quality of your marketing materials, where you operate from, the manner in which you deliver your product or service and the people who you employee. All of these elements combine to give an impression to the outside world of your company and the quality of its service. So you must make sure that all of these components of your brand give the same consistent message, otherwise you risk confusing your potential customers.
It is essential that your company brand is appropriate for your target audience. You must ensure that your logo and marketing materials are of a quality and image that is appropriate for the audience that you are looking to attract. Consider Argos, the company focuses on competitive pricing and value for money combined with a convenience-based service. Buy a pair of earrings from Argos and you might not even see them before you buy, you certainly don’t expect a personal service or quality of product that you would expect from Tiffany & Co for example. So it’s appropriate for Argos to develop a brand that reflects this value market whilst Tiffany & Co must ensure that their brand clearly portrays the same quality as its exclusive jewellery.
There is nothing wrong in developing a value based brand but it must be because you are delivering a value based product. My advice is if you are unsure of the perception that your own brand portrays, then conduct some form of research. Find out from your existing customers and suppliers how they perceive your company and what your brand says to them and act on the feedback.
If upon reflection you find that your brand is not suitable for your target audience, inconsistent or simply in need of a revamp then don’t panic. Many companies that I meet dread the thought of a ‘rebrand’, it fills them with fear of escalating costs and an administrative nightmare. It doesn’t have to be either of these. Managed properly a company rebrand can be a relatively stress-free, inexpensive exercise and actually a very satisfying project, you just need careful planning, a vision and a realistic budget.
The good news is that you can introduce a high quality brand without blowing your marketing budget! In next month’s article I’ll take branding one step further and offer some advice on exactly how to develop a new brand, including some hints and tips on keeping the costs down and working with design agencies.