BY JAN MILLER – President of 21-13 Impact Graphics, Inc.
Rebranding can cause even the biggest CEO in the world to panic. That’s because the world has been lulled into thinking that if you rebrand your business something must be wrong. You have to change your image so your business must not be doing well. Rebranding can be seen as a defensive or reactionary way of looking at the market and competition and panicking. These are myths brought on by fears of making bad decisions or no decisions at all.
As President of a creative and marketing company, I can tell you that rebranding is an essential and as our world changes your business needs to change with it. I’m not saying you need to rebuild your brand every other year but there will be times when you will stop and ask yourself, “Is what I am doing still competitive? Is the business looking like it’s showing its age? Is it time to take a look at some new ideas?” If you are starting to ask these questions then yes it’s time to start looking at rebranding.
Covid-19 May have woken a lot of businesses up to this very thing. Rethinking how you will continue to do business going forward is on every single business owner’s mind. With social distancing and mask wearing may companies have lost their own visibility in the world. May products or services have been cut back, stopped or just forgotten. So, Rebranding and getting the world to notice your business again is essential. If people see the same old you that can be comforting but to see a brand new you are even more exciting to your customers as it gives them hope and inspiration that you are succeeding where others are failing. Successful companies will look around and see where consumers preferences are heading. They are looking for community, hope and healing right now and companies are adjusting.
So, some tips if you think rebranding is a possibility and what to be thinking about.
Tell Your Story.
It’s not about what you got, it’s about this moment in time. Let your customers know your story. As human beings we need to feel like part of our communities and if we can connect to the products and services that make us feel like we are part of it, or we belong that is a business that will survive long into the future.
Take a New Look at Social Media
With more and more businesses running out of their homes or employees working remotely social media is larger than life right now. If at any time of your life you ever thought about investing in social media… this is the time. Start a blog, looking into companies that can help you with your SEO and get your company seen and heard.
Rethink Your Business
What I mean by that is that maybe this pandemic has hurt your overall product or service to the point it’s no longer needed. Looking at diversifying your offerings may be the way to go not only for now to save your business but keep you going well into the future. If you own a dog grooming business that was unable to stay open due to restrictions of your business. Maybe thinking of closing the shop and going mobile is the way to make that change. Small restaurants had to rethink outdoor dining to stay afloat. It is possible to make changes.
Build Your World Around You
Word of mouth is how a lot of businesses stay in business. Look at your community and get involved. People are missing family and friends and if you can show them they still can connect through your business word will spread and business will come. Even if money is tight it’s the best investment you can do is invest in your community. Bring people together and showing them there is a light still in your business and you care you will build customers for life.