The very first step in any rebrand should always be to re-evaluate your target audience. Depending on how your industry has changed over the years, the way your business operates as well as who your ideal customer is may have changed as well. Don’t worry about starting from scratch because you probably have the information right at your fingertips. It’s all just a matter of taking another look at the facts.
Decide Who Your Product or Service Helps Today
Even if your core offering hasn’t changed, your target audience definitely has. A 10-year-old office furniture company may still provide chairs and desks, but the needs of today’s working spaces are now vastly different. As you begin the rebrand process, you’ll need a realistic picture of who has the potential to purchase your product or service. If that same office furniture company opened its doors marketing to open layout office spaces in the Loop, it’s time to adjust the focus.
Make a List of Your Favorite Past Clients or Customers
Think back over your years in business, and write down your best customer-centered experiences. This could be a short transaction that went better than expected or even a long-term partnership that helped define who you are as a company. Are there any similarities in the clients that were involved in these situations? This may just be the type of client you want to target in the long term.
Create a Complete Audience Profile
As you’re imagining your new target audience, really get into who they are and what makes them tick. What’s their story? How old are they? Are they tech-savvy? Where do they get their news? What makes them happy? Answering these questions now will shape your entire marketing plan later. You’ll be able to speak to your target audience in their language and through their preferred medium.
Don’t be afraid that pinpointing your audience will pigeonhole you into marketing ONLY to that group. Just because you choose an ideal client doesn’t mean you can’t work with anyone else. This is merely a jumping off point to help give direction to your rebrand.
Are you the same person you were 10 years ago? Neither is your business. Chances are, if you’ve been around for more than a few years, something about your company has changed. This might be a slight tweaking to make your business more competitive or a complete shift as a result of industry changes. No matter what has changed or why, your brand should reflect that.
Core Offerings Are Huge
It’s easy to disregard slight changes to your products or services because they might not seem like that big of a deal from the inside. (Especially if this was a gradual shift.) However, from a potential customer, that small amendment could be just what they’re looking for. Take a step back, and look at your core offerings with a fresh eye. If someone you did business with on the first day you opened your doors approached you now, would you offer them the same service?
Company Culture is Key
Too often, company culture is overlooked when it comes to selling a brand. However, your culture and your brand cannot be separate. You’ve probably worked hard building a strong internal system of communications, employee engagement, general workforce bonding, etc. Sharing that with your target audience adds to your overall brand equity. Additionally, promoting your strong culture will help attract top talent that will drive your business forward.
Brand Equity Needs Attention
Speaking of brand equity, have you measured yours? Establish how much value your brand has within your target audience, and how recognizable it is among those in your network. Your customer might have a general idea about what you bring to the table, but the strong key points may have become muddied as your business has changed. A rebrand can be a fantastic way to reestablish your messaging and give your hard-earned brand equity a boost.
As you’re taking a look at how your brand has changed for your target audience, remember that it’s important to actually define those target audiences. If you’re still not sure whether or not you need a rebrand, take our quiz!
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Do312 featured client Catering Out The Box on their website as an easy way to get family-style meals delivered.” View the full piece here.
Patch featured client Catering Out The Box in their article “Catering Out The Box and Sugar Bliss Lunch Boxes.” View the full piece here.