Your brand is probably one of the most important assets in your business. A strong brand relates with your targeted audience and forms emotional connections. A business with non-existent branding is just another product or service on the market.
While business owners are looking to rebrand especially during the pandemic, it seems what most of them really want is just a change of logo or a new website design.
Will graphic design alone be sufficient to transform the overall branding of your business?
What is a Brand?
A brand is more than just a logo, web design or tagline.
“Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.” ~ Elon Musk
It is a consistent delivery of an experience.
Through experience, it creates lasting memorable impressions.
Through impressions, it forms emotional bonds between consumer and the business.
Logos, web designs and taglines may represents the brand. However, while they are communication tools used to convey experiences to the masses, they are not the brand itself. Without experiences, it is difficult to form emotional bonds with cold hard tools.
To rebrand, businesses have to break and mould new brand personality to deliver new experiences. Without further ado, here are three steps you can consider to rebrand your business.
How to Rebrand your Business
Looking Through the Eyes of Consumers
Designing Desired Consumer Experience
Molding a New Brand Personality
1. Looking Through the Eyes of Consumers
Rebranding is a bottom top approach.
Instead of having a design-first approach, customer experience should be the foundation how we develop our rebranding strategy. Since your brand is the way your customer perceives you, we need to first establish who we are as a brand from the eyes of a consumer. Running a focus group or an online survey with your existing group of customers is a great way to provide an accurate, unbiased insight.
“If people believe they share values with a company, they will stay loyal to the brand.” ~ Howard Shultz, CEO of Starbucks
Here are a few questions that may help you to kickstart the discussion.
What is the one word you would use to describe the brand?
What is the appeal that entices you to choose the brand compared to other brands?
Name an emotion that you would associate with the brand.
In what ways do you feel the brand can be improved on in order to build a deeper connection with its customers?
By leveraging customers insights, we can get direct brand feedback from the very people who use our products and services.