“I want to re brand my business” is a statement I have had thrown at me quite a lot recently by companies who contact Bath Marketing Consultancy.
“Why do you want to…?” is what I throw back…….
Boredom not a reason for a re brand
The answer I generally receive is that “it is about time” or “I want a new logo” or maybe even “I am bored of the way my company looks.” In my opinion, none of these answers is a proper reason for a re brand and actually, explaining to people what a complete re brand involves i.e the work and the potential costs, timescales etc quite often leads to a swift change of mind by the person I am meeting!
What I want to get across is that, just changing your logo and/or you corporate literature and/or website does not classify a “re brand.” To me, an organisations’ brand goes far deeper than the way it presents itself or the colour of its logo. A brand is all about your personality as a business and is made up of a number of different elements which I have covered in a previous article. Establishing a brand can take decades and making changes to a brand is not something I would to do without some serious thought.
Yes, there are specialist brand agencies out there who will meet the brief of a re brand and charge you a small fortune, but the vast majority of the businesses Bath Marketing Consultancy works with are small to medium enterprises and this means that budgets are very rarely huge and therefore, spending money on “marketing” is a decision that the business owner will not take lightly. I more often than not advise organisations on modernising their look in line with recent upgrades in areas like fonts or a change in industry standard website settings; a sort of evolution rather than a revolution, but very rarely have I come across a business large or small that really needs to re brand.
Yes, I work with a number of start ups who come to me to come up with and launch their brand, which is a very different kettle of fish, but, if you are a business owner and think you need to “re brand” your business, don’t make knee-jerk decisions about your business and the way it looks and operates. Give real thought as to why you want to do it and what the potential outcome could be; talk to your existing customers……and maybe then bring in an expert in this area.