Anyone in the advertising/marketing business knows that a company’s brand is one of its most valuable assets. That’s why it’s important to maintain brand consistency across all mediums and in all markets.
This holds true even when it’s time to re-brand. If you find it’s time to re-brand because your business – or its products or services – has changed, it’s even more important to hold true to your brand.
If simply updating your brand to reflect your company, you want to be sure to maintain important elements of the brand in order to keep current clients from feeling confused or alienated.
If going for a complete overhaul of the brand, it’s important to roll out everything all at once in order to create a new identity and avoid brand confusion. Following an acquisition, banks often roll out a new name, logo, policies, forms, etc. in stages, market by market. While this often makes sense for the banking institution, clients can become confused, not knowing when new changes or policies will take effect in their market.
Re-branding should involve key elements of your company’s marketing and communication portfolio, including your logo and tag line, your Web presence, sales/marketing collateral, messaging, marketing campaigns, social media and public relations strategies.
As The Marketing Spot pointed out, throughout the process, it’s important to remember that “branding is really about discovery. You need to be in tune with your customers.” You can accomplish that by talking to your current clients as well, as those in the pipeline, to find out what they really want and how your brand can best serve them.
In summary, you should align your brand with your clients’ expectations, while “never relinquishing control of your brand to anyone else, especially not your customers.” To learn more about branding, check out The Marketing Spot’s presentation, “The Brand Promise.”