5 Signs You Should Rewrite Your Brand Message
Your brand message is a key component to a successful branding strategy, learn to identify signs that yours may be falling short.
Photo by Luis Domínguez on Unsplash
The brand identity is your company’s most valuable asset. And like every other business aspect, it needs constant updates to stay fresh.
Even evergreen companies like Coca-Cola have gone through various rebranding waves, albeit to change the product’s packaging.
But how can you identify when your business needs a rebrand?
Well, the evidence is usually pretty clear to see. Sometimes, you might need analytics to spot red flags. Other times, the reason is staring you right in the face in the form of social issues or marketplace changes.
In either case, there are clear indicators that your brand message needs an update. In this post we’re going to take a look at the most common signs that you should pay attention to.
1. Your brand message has become unclear
Multinational companies stay relevant by diversifying and expanding into different markets. Since every department is working on a separate initiative simultaneously, the brand message can easily get lost in large companies.
Even with an outright brand narrative, things can get muddled up along the way. Constant changes in management can also skew the brand messaging.
If you want to avoid this lack of clarity in the message, you need to maintain a uniform culture within the organization. Instead of working with multiple writers, hire a college essay writing service familiar with your brand messaging.
This strategy will help your company maintain a consistent narrative.
2. Your company is indistinguishable from the competition
Let’s face it: most new brands are just copycat versions of successful brands. Some shameless companies can even replicate existing logos without making any significant changes. So, once you notice your brand is hardly distinguishable from the competition, start planning a rebranding campaign.
But why rebrand when everybody is doing the same thing?
For starters, companies that need rebranding need to avoid ‘chaos’ in a clustered marketplace. When other companies start using a similar message within your niche, then it is time to change. Besides, you can exploit other market opportunities and establish your brand as a pioneer before it becomes saturated.
3. The brand representation has become offensive
Have you looked at your brand message and noticed it sounds ‘iffy’? Once this doubt starts to creep in, it is time to rebrand.
For instance, if the message is sexist, racially insensitive, or just inappropriate, start thinking of changes ASAP. The longer you wait, the more revenue it costs your company.
Okay, you might be skeptical about making decisions on gut feeling alone. In this case, let the market speak to you. Here are ways to know that your brand signs have become offensive:
- Your users are complaining about the brand.
- Advocacy groups are reaching out to you.
- The entire ‘Twitterverse’ is demanding changes.
A well-known example of internet-forced rebranding is the Washington Redskins controversy. The Football team tried to ignore calls for change until the public outcry forced companies like Amazon to stop doing business with them.
Had they listened to their audience right away, they might not have lost so much money. The team is now called the Washington Football Team.
4. The business’s growth has stagnated
Important caveat: Don’t rush to rebrand when your business stops growing! That’s just like building a new house when the roof starts leaking.
“Oh, I haven’t made any profits in two quarters, time to brand refresh”
Pump your brakes!
Growth stagnation in business can come from multiple factors like poor management, market volatility, and bad pricing policies. Use analytics to evaluate the major contributors to this stagnation.
Once you establish that your management and marketing strategies are sound, you can assume that the brand identity is responsible for the lack of growth.
So how should your business respond?
If your click-through rate doesn’t tally with the conversions, overhauling your website’s design can get you back on track. Even small changes like remodeling your workspace can give your business a fresh start.
5. The brand has expanded
When your brand expands to another location, a rebrand is often required. Running a local business limits your coverage to a small marketplace. But if you want to go global, a broader, research-based brand message will help you get to the audience faster.
In the same way, changing product pricing is also a reason to rebrand. Customers are more willing to pay extra for your services only if they notice valuable changes.
Conclusion
Giving your brand a fresh outlook can save your company from losses and even bankruptcy. But you need to spot the tell-tale signs and address them before it is too late. Constantly monitor the changing socio-cultural landscape to adjust your brand narrative. And if your niche is becoming too saturated, rebranding can help you diversify.
