Sometimes rebrands are helpful, like when companies merge, deal with negative publicity, or just want to drive certain business goals. If you’ve ever thought about a brand refresh for your business, you’re in the right place. We’ll walk you through various smart and easy ways you can get started on one for yourself.
The Benefits of a Brand Refresh
Staying up to date on what’s working for your business as well as what’s trending can be beneficial. Sometimes speaking about or displaying products or services in a new way may help you sell them more easily, and that is when shifting your messaging or look and feel may make sense.
Here are several scenarios where brand refreshes can be helpful:
- To stand out from the competition. If your business exists in a highly competitive market, you may start to feel the squeeze. Refreshing your brand will help you distinguish your culture or offerings from those of your competitors. For example, let’s say you own a small microbrewery that offers a variety of craft beers. However, more microbreweries seem to be popping up and saturating your local market, and business has plateaued. Refreshing your brand and signage with a new look and feel or starting a social media campaign with a fun new slogan that puts your company culture on full display may help you keep your edge. Is your brewery fun and welcoming? Or more down home and country? Turn your vibe up and invite people to engage more with your unique brand and community. From there, if you create brand loyalists or fans, you’ll practically have unpaid brand ambassadors shouting from the rooftops how great you are without having to do it yourself.
- To expand your audience. Even if your company has been around for decades and your product or service is essentially the same, the culture you exist in most likely has changed. The generation who got on board with your brand decades ago may still be loyal customers, but you may also want to be thinking about capturing the next generation as well to continue finding revenue for your business. Refreshing your brand can be an effective way to capture the attention of an entirely different audience who may benefit from what you have to offer but who don’t currently connect with your messaging at the moment.
- To increase perceived value. If you want to attract clients with greater disposable income, you may consider updating your own logo and look, and pushing messaging that is more premium or speaks to your specific audience. For example, if you own a clothing store, you could update your logo to look more modern and sleek and give your signage more of a boutique flair. You could also start a VIP club where customers who spend a certain dollar amount every six months receive a special invitation to pre-shop new inventory.
General Marketing Ideas for Your Brand Refresh
Now that we’ve discussed some scenarios where a brand refresh may be warranted and you’re starting to see how your business may benefit, let’s take a quick look at a few other helpful marketing areas where you’ll also want to update your brand.
Email marketing: Don’t underestimate the power of email. It’s the most direct way to connect with your current customers and the easiest way to stay top of mind with them. It’s also the perfect avenue to them on any changes you’re implementing. Maybe you own a small clinic, and you’re updating your storefront and lobby signage. Or perhaps your tradeshow booth will have a slightly different look at the upcoming health and wellness fair this year. Communicate this to your customers through an email newsletter and explain why you’re making these changes. It will help foster trust and keep your current customers engaged with your business.
Social media: There couldn’t be a better way to promote brand engagement than with social media. It’s a great way to not only get in front of loyal customers, but also get the attention of prospects with your new look. Because of its engaging format, social media marketing is also an effective tool for finding out what your customers are looking for from products or services in your industry. Throw out questions that invite discussion or create polls to learn more about your audience’s preferences. This could also even help you with your brand update if you’re doing research prior to actually changing your look or logo.
Content strategy: Create a plan to elevate your brand and your word choice across all marketing and content endeavors. Find new ways to say things that resonate with your unique audience rather than just using the same descriptors like, “good” or “great”. Use an active voice to help your customers and prospects not only join the conversation but help them envision themselves using your products or services.
SEO strategy: SEO or search engine optimization, is the process of optimizing your written web-based content to have it appear higher in search results. Take the time to research keywords that pertain to your products or services and devise a strategy to rank for them. An effective SEO strategy is important on your website, in your blog posts, on white papers, etc. All comprehensive content strategies should encompass an SEO strategy that aligns with not just your target audience but with your new look and feel.
Now for the Good Stuff: Signage Strategies for Your Brand Refresh
Fleet vehicle graphics, window decals and exterior signage for Nitti Sanitation, Inc.
One of the most important aspects of a brand refreshment is a signage strategy. Whether it’s indoors or outdoors, signage is the most front-and-center way to advertise your business.
When it comes to outdoor signage there’s a wide variety of signs that can help you effectively advertise your business and take it to the next level. A few examples include:
- Banners: With spring just around the corner, it won’t be long before we’re sitting in the bleachers at the little league field again. Take advantage of a rotating captive audience with professional banners on the outfield fence. Remember, the more frequently people encounter your brand, the more likely they are to remember your business when they need what you offer. Work with a trusted signage company that will use high-quality materials and help you determine the proper size and placement of your banner so your advertisement will drive the maximum impact all season long.
- Directional or Wayfinding Signage: Whether it’s a banner, flag, or display stand, directional signage is all about being in the right place at the right time. Banners and flags help attract attention to your booth or your business and direct people there. They essentially announce, “We’re over here! Come and check us out!” They provide visibility in a crowded space. Display stands can come in many forms, including sign stakes and sandwich boards. But, even with the highly functional nature of directional signage, it’s important to remember to try to maintain a consistent brand image with colors, logos, and verbiage.
- Vehicle Wraps: These are your mobile brand ambassadors. Whereas banners and directional signage are stationary, vehicle wraps are a moving billboard that announce your brand locally and beyond! Vehicle wraps are an intricate product, but when they’re designed, printed, and applied by an experienced signage company, there’s no limit to their impact. When you design your vehicle wrap, consider how detailed or simple you want it to be. If you’re sitting in stop-and-go traffic regularly, or a parking lot most of the time, a more detailed wrap could be a good option since people will have ample time to read and absorb your advertising. However, if you’re generally on the road, you’ll want something simple and eye-catching with a message that pops!
And, now for indoor signage. The purpose of indoor signage can vary greatly. If you want to revitalize your brand with fresh indoor signage, here are some types to consider:
Dimensional signage: Standing out from the crowd should always be a priority. One extremely effective way to do this is with dimensional signage. While the price may be a bit higher than vinyl (flat) signage, you’ll reap the benefits by grabbing your prospect’s attention and communicating that you’re a business that goes the extra mile. This easily translates in people’s minds to all areas of your business—both customer-facing and behind the scenes.
Hanging signs: When you only have a split second to capture attention in a crowd, hanging signs are a great choice as part of your overall signage strategy. They take advantage of often blank vertical space and literally “elevate” your signage game. They can increase your exposure and maximize your visibility, even from a great distance. They are also eye-catching in a crowded environment where most of your horizontal visual field is busy and full. Want to step it up even more? Add LED lighting or motorized features to your hanging signage to really pack a punch.
Wall Graphics or Wall Murals: These can run the gamut from custom decal logos to entire-wall murals and everything in between. They’re a highly customizable way to showcase your brand’s messaging and company culture. While wall graphics or decals are generally made from adhesive vinyl, they’re also available in a removable format, allowing you to change them throughout the year. If you’re looking for a way to breathe more life into your office space at a modest price, wall decals are an impactful option.
Are you ready to refresh your brand? Impression Signs knows good signage and brand strategy and has an expert team ready to help you get started. Contact us here to get started on your project.
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