Updated: Nov 21, 2020
Establishing a brand is already a big task, but when you decide to revamp it while maintaining some kind of consistency, things can get tricky. Brand establishment occurs once consumers associate your brand with a certain image, logo, font, color, and so forth. It's important to establish a brand style guide so your staff can maintain consistency. When you decide to revamp this image, you are taking a risk, but it’s for the betterment of your company and to boost your clientele. Here is a guide to revamping your company brand while establishing consistency.
#1: Communicating Changes
Effectively communicating company brand changes to your staff as well as to your clients is an important step to revamping your brand while maintaining consistency. Brand establishment takes place from the inside out. Your staff must believe in your brand and be proud of it. If there are upgrades to the brand, make sure you let them know. Be receptive to their feedback. Make sure they still love the brand just as much as you do. Make sure you announce on your website and social media platforms that you have a "new look" but with the same quality of service so that your clients know you've made some upgrades.
#2: Keep Creating Content
The best way to continue the success your brand has had while revamping is to maintain content consistency. While the look of your brand might have some changes, your style, tone, subject, and personality should be consistent. Your voice should be instantly recognizable to your patrons even if the image has changed. Maintaining content consistency will help with audience retention, will increase social media traffic, will establish trust with your followers, and will generate growth.
#3: Using a Style Guide
Only about 25 percent of companies we work with have set brand guidelines, making the creation and use of a style guide that defines the personality and characteristics of your brand a significant advantage. A style guide helps establish consistency when rebranding a company. A style guide checklist should include a mission statement, a buyer persona, a color palette, an editorial style (e.g., AP, Chicago Style, MLA, etc.), and a specified typography or font. There are few things more memorable than a distinct font. This will help consumers to recognize and become familiar with your company.
#4: Branding Takes Time
You've established your brand once so you should already know that it takes time to work. Once you revamp your brand, it will also take a while for folks to catch up. Give it time. While you wait, know that all the work you're doing to get the word out there and to maintain consistency is in progress and will pay off eventually.
Personalizing your brand to target your consumer base is an effective marketing strategy that can go hand in hand with your revamping campaign. Consumers expect brands to cater directly to their personal needs. Make sure that you and your team have researched and targeted the specific demographic you want your revamped brand to appeal to. You made the choice to revamp your brand because you wanted to make improvements. Part of those improvements can be made from the feedback you received from your client base or from understanding your target demographic a little bit better. Make sure your revamping techniques keep the personal needs of the consumer base in mind.
#6: Focus On Your Clients
Revamping should be a tune up or a slight adjustment to what you already had to maintain consistency in terms of both your product as well as your clientele. The most important thing is audience retention. The next most important thing is expanding your consumer base. In order to achieve this, you must maintain your brand's focus. Consult with your PR team and outside PR consultants about what the best move is for your company's brand in order to attract and keep your ideal clients.
#7: Don't Go Overboard
It might be hard not to take your brand in a completely different direction when you're in the process of revamping things. You probably had a number of reasons for wanting to revamp, but whatever the case may be, it's important to remember not to go overboard. Don't deviate too far from your original brand. If you create something entirely new, consult with a PR specialist beforehand. It's always a risk to take a big shift with your brand identity.
While building your brand reputation may be difficult, it is even tougher when you need to make alterations to it. As long as you remember to keep some aspects of your brand consistent, your consumers will be able to recognize that you've made some adjustments but that they can expect the same quality of service from you. When you revamp your brand, remember to keep your goals for this change clear. Collaborate with your team about how to meet your customers' needs better. Keep your eyes and ears open to feedback so you can make brand adjustments to better suit your customers' needs.
If you need help with revamping your brand, contact us to explore solutions!