“A brand is worthless if it doesn’t connect with the right audience in a relevant way.”
In a fast-paced world, where consumer choices, demands and favourites change overnight, businesses often comes off bad. It’s unrealistic for an organisation to believe that the perfect mix of products, systems, infrastructure and workforce is at the top of its game.
Brand identity is integral, akin to a signature. It is unique, personal and identifiable, and a positive brand image works wonders for business. The decision to rebrand however is a big one – it is not just changing your brand logo and designs. Rebranding, if done skilfully, is a massive win for any company. A well-thought out, strategic brand strategy focuses on the positives and eliminates the negatives.
Thinking about rebranding? Do you need to? Here are some key points to consider:
- Take a step back and evaluate. Is your brand doing all you want it to do? As the saying goes, ‘If it aint broke, don’t fix it.’ But if it is, know exactly what parts of the mix are flawless, and what isn’t working the way it should.
- Assess the playing field. Know your competition. Establish their strengths and weaknesses and relate them against your own.
- Know yourself. What can you do better? Try everything possible when it comes to giving yourself that extra boost to set you at the forefront of the competition.
- Customer. Customer. Customer. You know your customer? Look again. Pay close attention to consumer behaviour and find out if you’re really giving them what they want.
The big decision. Rebranding is more than just a change in logo and tagline. It’s about telling your brand story the way it was meant to be told, so that everyone listening, never forgets.
Successful rebranding takes your business up a ladder that previously didn’t exist, giving your brand the foundation to evolve and flourish, whilst reinforcing your core business strategy, values and image.
It’s a conscious choice to stay relevant, revive growth and build loyalty. It may not be easy, but it will definitely be worth it.
Reference : James Pass Design
Social Media – temporary yet powerful fad that must be taken advantage of while it’s still in the spotlight. Here’s a look at just some of the ways social media marketing can improve your business:
- Increased Brand Recognition. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers. For example, a frequent Twitter user could hear about your company for the first time only after stumbling upon it in a newsfeed.
- Improved brand loyalty. Brands who engage on social media channels enjoy higher loyalty from their customers. Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.
- More Opportunities to Convert. Every post you make on a social media platform is an opportunity for customers to convert. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them. Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and eventually a conversion.
- Higher conversion rates. Social media marketing results in higher conversion rates in a few distinct ways. Perhaps the most significant is its humanization element; the fact that brands become more humanized by interacting in social media channels. Social media is a place where brands can act like people do, and this is important because people like doing business with other people; not with companies.
- Higher Brand Authority. Interacting with your customers regularly is a show of good faith for other customers. When people go to compliment or brag about a product or service, they turn to social media. And when they post your brand name, new audience members will want to follow you for updates. Not to mention, if you can interact with major influencers on Twitter or other social networks, your visible authority and reach will skyrocket.
- Increased Inbound Traffic. Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for. The more quality content you syndicate on social media, the more inbound traffic you’ll generate, and more traffic means more leads and more conversions.
- Decreased Marketing Costs. Six hours is not a significant investment for a channel as large as social media. If you can lend just one hour a day to developing your content and syndication strategy, you could start seeing the results of your efforts. Even paid advertising through Facebook and Twitter is relatively cheap (depending on your goals, of course). Start small and you’ll never have to worry about going over budget.
- Better Search Engine Rankings. SEO is the best way to capture relevant traffic from search engines. It’s no longer enough to regularly update your blog, ensure optimized title tags and meta descriptions, and distribute links pointing back to your site. Google and other search engines may be calculating their rankings using social media presence as a significant factor, because of the fact that strong brands almost always use social media. As such, being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy.
- Richer Customer Experiences. Social media, at its core, is a communication channel like email or phone calls. For example, if a customer complains about your product on Twitter, you can immediately address the comment, apologize publicly, and take action to make it right. Or, if a customer compliments you, you can thank them and recommend additional products. It’s a personal experience that lets customers know you care about them.
- Improved Customer Insights. Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave, via social listening. For example, you can monitor user comments to see what people think of your business directly. You can measure conversions based on different promotions posted on various social media channels and eventually find a perfect combination to generate revenue.
Reference : Forbes