If you run a shop, school, service, or non-profit, rebranding your business might seem like something other than Priority One. Maybe more like Priority Eight or Nine. Or Priority Never. You might think that rebranding a business is the purview of the big brands alone, like Coke and Pepsi, Nike and Adidas, Ford Motors and Mercedez-Benz, Jeff Bezos and Elon Musk. You know, those spending six million dollars for an ad during the Big Game. But this is a misnomer. Growing as a business, just like growing as a person or in a relationship, means rebranding regularly. As a small business, you might start with one logo or aesthetic, and later realize your audience responds better to something else, or that your logo or tagline no longer reflects what you’re offering. Cue the rebrand! Here we’ll give you easy tips on how to rebrand without breaking the bank or hiring a Fortune 500-level branding agency.
Rebranding happens among people and personalities all the time: Think of the quiet, self-conscious kid in fifth grade who came into his own and turned heads junior year. Think of a banner sign on your favorite taco shop announcing, “under new management.” Rebranding your business reflects a similar evolution and growth. It could be comprehensive, modernizing everything about your company including the logo and other brand elements, the physical space, the merchandise, the target audience, and supporting marketing strategy. It could be as simple as a new logo and color scheme, a new approach to the service you offer, or a new voice or tone used in your marketing.
Think of your business, school, non-profit, or service as a person with a personality and a reputation. Who are you, really? And have some folks gotten the “wrong impression?” When it comes to your target audience, you want to be right on the money with respect to communicating who you are and what you’re all about. Here’s a quick summary for time- and cost-efficient course correction:
Customized giveaways encourage customers and prospects to stop and take note of your company and your offering. If something has changed, a giveaway is a great place to announce it. Along with your logo, include your new tagline or new commitment. For example, We never compromise on quality or Stellar service all day long. Below are a few consistent crowd-pleasers to launch your rebrand far and wide:
Promotional Bright Alpha Soft Touch Pen with Stylus: Silver trim, bright barrel colors, and a color-matched stylus make this pen a great billboard for your new branding.
Promotional Color Changing Tumbler w/ Lid – 16 oz: Pick your trim color and let dots all over draw attention to your new branding on the front of this trendy tumbler with lid and straw.
Promotional 1.8 oz Hand Sanitizer with Carabiner: Rebranding requires a fresh look and fresh hands are right in line. This sanitizer attaches to a bag or belt loop so your new messaging is visible all around town.
Economy Tote: Water Resistant Promotional Tote Bag: Water resistant and ready for everything from groceries to beach gear, this tote promises to sing your praises far and wide.
Promotional Executive Focus Flashlight Pen: This two-in-one pen and flashlight means twice the exposure and double the brightness for your rebranded business!
Souvenir® 3″ x 3″ Sticky Note™ 25 Sheet: This pad lets you rebrand in vivid full color, and get your messaging on every desk!
Promotional Wooden Nickels with Custom Imprint: Leaving your old brand behind? Give them something to hang onto with a wooden nickel, customized with your old and soon-to-be collector’s item logo, or add your new logo with a discount offer for their next visit.
The key to success is authenticity. Rebranding a business requires honesty. If you can’t back up your words with actions, go back to the white board and brainstorm some more. When you identify who you are today and how you’re different from your competition, the words will feel right and true, and the rebranding will feel organic and unforced. Rebranding should feel like a breath of fresh air for you and your customers.
Rebranding your business is usually done every seven to 10 years. You can perform some tweaks, or brand repositions, as needed. Think of rebranding as putting a fresh coat of paint on your house, and brand repositioning as adding a new piece of furniture to that living room. Brand repositioning examples might include an ad campaign targeted to a new audience, or a new slogan focused on a new product line. Your rebrand and any repositioning should focus on an accurate and aspirational presentation of your small business, including updates and adjustments as you and the market change. Cheers to a rewarding, ever-changing, and long-lasting relationship between you and your customers!
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