Is it time to rebrand your business and face the future head on with ZYM? Here's some pointers before you start the rebrand process from the ZYM Support Heroes Blog.
The Intangible Brand
The first thing you need to think about when branding/rebranding is why does my brand matter? It may seem pretty obvious but if you can't define and describe why YOUR Brand matters and what it actually is in an intangible way, then you need to collect some information first, from yourself and from your customers. A focus group would be a great way to do this and ask the questions below and other questions you think will help, collect the answers and analyse the information. This is the first step towards your Design Brief that you will give to the Design Agency, pitching to create your brand.
Brand Personality – Questions to Ask
1. What is the reputation of your business?
2. What do your Customers think of when they see your brand?
3. How do your Customers feel when they see your brand?
4. Is your Branding aligned with your future Business Goals & Vision?
5. How does your Brand differentiate you from the competition?
6. If your Brand was a person, what characteristics would that person have, is there a famous person they would be like?
As you can see it’s all a bit… emotional and creative. Well that’s marketing for you, it’s all about how you make people feel on their buyer journey and that journey might take years, with many touch points on your brand! Taking this advice a bit further, brand should be the most forefront part of your business, it’s the part of your business that customers will see & feel first. Branding or rebranding is therefore worth a lot of your time and consideration. You can find out more about the rebranding process here on Moo.com.
The Tangible Brand
These are the parts of the brand we can see, the logos, the company colours, the fonts and creatives for all your channels and media. The FUN part! If you love designing things then you will love what ZYM can do with your Brand Kit, once you have it loaded into ZYM (level 1: easy), you are ready to design branded images for social media, email, landing pages, webforms & pop ups. If you can’t wait to see how it works, click here.
Some Advice From The Marketing Scholars First.
“Brand‐building goes beyond reputation management to give a firm a sustainable point of competitive difference from its rivals, based on rational and emotional values integrated into the firm.” (Emerald Insights, Francis Hallawell, 2013)
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.”- Seth Godin
We couldn't have put it better ourselves! However, let's move on from the experts and academics and get some more pointers for your business rebranding.
The Act of Rebranding & How You Can Handle It Well.
So you've decided it’s time for a rebrand! Great! We have some useful information to set you on the right path. Rebranding is the actions you carry out when you are enhancing or gearing your brand up a level, to reflect changes in your business and be ready for the future changes in your industry. Follow our advice at the beginning of this blog and hold focus groups, carry out some brand identity exercises and collect the information you need; then you will have some comprehensive information to give to your chosen Design Agency in the form of a Design Brief. Here’s how to do a great brief in this video by Canny Creative.
Choose a Design Agency
A rebrand can be handled for your Business by a Design Agency, so you will have to prepare yourself to communicate well with your Design Agency. If you have a number of choices and you are not sure which one to go with then give your choice of Agencies the Design Brief and they can pitch their ideas before you make your final decision.
What Does Your Brand Need Most, Right Now & For The Future?
What is the job ahead of your business? What does the future hold for your industry, what are the competitors doing? How do your competitors make the customers feel? Think about it all and put it in your Design Brief and communicate with your chosen Design Agency. A good design agency will come up with a few ideas to choose from, pick the one that you feel will help you carry out the job ahead of you in the next few years. Remember, your buyers might not be ready to buy right now, so always think about your future customers as well.
Add your New Brand Kit to ZYM.
Once you have your wonderful new brand assets, logo’s colours and fonts, you are ready to start marketing your brand and your product to your future customers, with your new brand kit. What a great time to start marketing better! With ZYM’s all-in-one marketing dashboard you can add all your Brand Kit and designs in one place and start designing with the inbuilt CANVA integration. Click here to get started.
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