Like many businesses, your company may evolve with new products and services. As the world changes, so should your vision. This new vision may have a different outlook that requires an updated brand. Think about a few companies like Dunkin' Donuts, Weight Watchers, and Google. Not only did the look change but so did their products and services.
Your brand is more than a logo or imagery on a sign, product, website, or brochure. It's the feeling that exudes from the end user.
I remember attending an event and meeting a lady to whom I handed my business card. She burst out in excitement when reading I was the president. She shared a recent experience she encountered with my team, Darryl and Yvette, at a conference. She continued to tell me how friendly, professional, and knowledgeable they were and proceeded to express her enthusiasm about the promotional products she received. She was very impressed and honored to meet me. This feedback gave me excitement too. My team was out in the public, providing a quality experience that people were proud of.
Now, that is the power of a brand!
In my decades of marketing and branding companies, from startups, small businesses, and international organizations, the one thing that I require, is the company live up to its values and provide the best customer experience.
I have parted ways with a few companies, that did not understand that the customer(s) determine if your business with remain open or closed. In the day of online reviews, most people will do an online search before visiting or ordering from a company. So it's in the company's best interest to deliver a quality and "WOW" experience. If they were willing to make the change, great, I will continue to work with them, but if they didn't care, why should I? I can only do so much to help gain the business... it's up to the client to keep the business coming back.
Recently, a client asked me to upgrade her company image. Although her logo was obviously homemade and way too busy, we wanted to make sure the presence of what her company offered, went beyond just a new logo. We scheduled a session to discuss her vision and what services she wanted to offer. She was also overwhelmed with the time commitment of using social media and needed to figure out the best
way to grow her audience. After a couple of phone sessions and face-to-face visits, her rebrand was complete. We also provided a strategy to streamline her customer relations, database, and e-commerce solutions so she could easily manage her accounting.
When I go out in the public, I also make sure I am in the best mood. This too can affect your business. People may not remember what you say, but they will remember how you made them feel, so I always make sure an encounter with me is positive. You can get business from grocery shopping, playing golf, playing with your children, or just running errands. If you're out and about, use the opportunity to gain new business. I never heard anyone say, they have enough clients. And if they do, please share their business with me. I'm curious to research their business.
I am strategic when I go out to events and network. Not all business is good business, but if you are trying to gain the right clientele, you need to be in the right place at the right time.
So, what is rebranding? Rebranding is the process of updating and improving a company's or product's identity and/or position in the marketplace. This may include the logo, website, social media accounts, packaging, marketing materials, and message. In a changing market, you want to make sure to align your goals with the right audience.
In my early years of business and starting to promote to new small business owners, I would often hear people say, everyone is my customer. This is not true. There are not too many one size-fit-all products or services. Because if your price point is high, you are not getting a client that cannot afford you. This is why many companies offer different tiers of products and there is competition.
When was the last time you did an audit of your business? Have you reviewed your online presence, website, social sites, marketing materials, and client reviews? I recommend doing this regularly. Especially online reviews.
Has it been more than a year?
What can you improve?
Have you added any new products or services?
What are your client's saying?
If you are thinking about starting a business, creating a plan early is the best approach, so you don't have to rebrand soon. Think about your short-term and long-term goals:
My business started in 2003, as the Welcome Lady, greeting new homeowners with a welcome basket, filled with marketing materials and products from local and national businesses to help them get acclimated in their new environment. Then the 2008 housing crash changed my direction. My technology, sales, and marketing background allowed me to restructure the business with clients asking for a marketing consultant. I added promotional products, then consulting and training, and when the pandemic hit, I launched online courses and recently added a concierge service. As the market changes, you too must change. When I started, I did not know I would open an academy. My in-person workshops came to a halt, so I had to adapt to stay relevant.
I share my twenty years in business, in my new book,
Plan. Promote. Profit. Pre-order your copy today at bit.ly/planpromoteprofit!
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