4 BASICS STEPS TO REBRANDING YOUR BUSINESS

Branding your business is one of the most important steps in building a strong company. It’s what will establish your company in its niche, and give the company an edge over its competitors. Thanks to a lack of basic branding knowledge, many companies today are finding themselves in an identity crisis. If your company is in need of brand help, read on to discover four basic steps of branding that can help build a strong company – or rescue it from the tight grasp of bad branding.

How to brand your business
Creating and executing a brand strategy can be accomplished in four steps:

  1. Brand Positioning
    This simply means determining where you want your brand to stand in the marketplace compared to where it currently stands. Positioning your company in the right market and industry will determine the success of your products or services. Ask yourself: “What am I adding to this industry that my competitors aren’t, and what else can I add?” If you have an answer for both questions, then your company is positioned in the right market. If not, you’ll need to put more of a focus on rebranding and restructuring.
  2. Brand Identity
    This step involves your company’s logo, slogan, brand scent and the products or services you provide to consumers. Developing your brand identity is what will determine your competitive advantage and your differentiation within the market. Exposure is key in this process – you want your brand to be seen and placed everywhere. The goal is to build brand recognition and awareness that brings positive emotions to consumers’ minds when the company is seen or talked about.
  3. Brand Experience
    This step includes both internal and external branding. Brands don’t build themselves – the people within the company do. Internal branding is about creating a culture within the company that reflects what your brand is about. Having strong beliefs and values shared throughout the entire company will help develop positive emotions and memories within the consumer’s mind. External branding is about replicating the internal brand culture outside the company through traditional marketing avenues such as online media, public relations and printed media. Each marketing opportunity needs to be tied back to the company’s brand strategy to ensure consistency across all platforms.
  4. Brand Management
    Once you have a successful brand strategy in place, you’ll need to work on maintaining that success. Too often it is this step where a company falters. Many companies lose sight of their brand message, and then end up in a place where stores close and customers flee. Keeping a good reputation within the market is critical to having not only a successful company, but also a successful brand.

If you are a victim of bad branding or simply need branding help, please contact our full-service agency to learn more about Conduit, our marketing software tool, and receive a free demonstration.

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