If you are looking to revamp your brand, you can avoid the most common mistake pitfalls by following our guide to rebranding.
Undervaluing the power of a strong brand
Branding is more than a great logo and an online presence. A large part of creating a brand to withstand the test of time requires creating the ultimate customer experience. Take for example Zappos, an online shoe retailer. Their focus on creating a superior customer experience unlike anywhere else. Customer Service Agents are encouraged to do anything to keep their shoppers happy, whether it requires a discount or sourcing a brand of shoes they don’t stock. It’s this unique customer culture which ensures brand loyalty, and word of mouth advertising.
Forgetting to apply brand guidelines
It’s all very well to rebrand, but there needs to be guidelines to ensure the entire company, no matter how big or small, to establish consistency. These guidelines should dictate what the logos look like and how they should displayed (eg: minimum size, white space, backgrounds), fonts, taglines, the voice of your brand (Is it casual, formal or hip etc?.) imagery, brand ambassadors. This is not a comprehensive list.
Rebranding isn’t cheap, but be very wary about getting a friend or acquaintance to design your new logos, signage, stationary and website. While it may be cheaper, in the long run you will be better hiring a proven graphic artist who can handle constructive criticism. Remember the old adage, you get what you pay for.
It’s easy to fall into the trap of using lazy clichés that could apply to any business. Words like best-selling, award-winning, leading supplier don’t exactly tell your clients what it is you do. Be specific, clear and concise.
This is barely scratching the surface of rebranding. To learn more to avoid the common pitfalls and book a brand session with XDesigns Advertising today.