Everything has changed since the beginning of the COVID-19 pandemic, including:
- How people conduct business
- Where and how they spend their time
- What they think about
- The things that keep them up at night
Has your brand evolved to reflect these changes? If not, why not?
The most successful companies have refreshed or rebranded to address today’s new realities. Those that don’t risk falling behind because they seem irrelevant to prospective buyers.
But why rebrand?
There are many reasons why companies today may need to rebrand, including:
- To rebuild trust with customers after a health-related slip up
- To move more of their sales and customer service operations online
- To rethink how to position their products and services so they’re valid for today
- To come up with a revised value proposition that resonates right now
- To develop new messages and images that connect with today’s customers
No matter your reason for rebranding, it doesn’t have to be as difficult, time-consuming or challenging as you may think. All you need is a sound rebranding strategy.
Here are seven things you can do right now to make your brand valid in today’s world:
1. Figure out whether what you’re selling is what people want.
Some products and services got hot for new reasons during the pandemic–think disinfectants and hand sanitizers. These old school products found new reasons for consumers to want and need them. The companies that figured this out fast were able to capitalize on it and became category leaders, while those that didn’t were left in the dust.
In tandem, other categories turned ice cold because of the Coronavirus crisis, such as restaurants and bars. However, those that were quickly able to rebrand themselves as takeout businesses, bakeries or food delivery services were able to survive–or even thrive.
If you haven’t thought about the validity or popularity of your company’s offerings lately, you owe it to yourself to do so. It could help you avoid positioning mistakes that could harm your sales, and help you find new opportunities for promoting your products and services.
2. Come up with meaningful messages.
Once you’ve confirmed the validity of your products and services in today’s new age, develop messages that communicate their value during the pandemic. The reputation of your business is at stake, so be proactive–don’t depend on salespeople to come up with new ways of communicating on the fly.
Spend a little time testing new messages with your current customers and through social media. This process will give you a read on what resonates, as well as what may repel buyers.
Once you figure out what’s working, distribute the messages to the people on your sales team and provide them with training on how to use them so you can reap all the benefits of rebranding your company.
3. Reconsider your brand imagery.
Does your brand imagery feature large groups of people crowded close together, or other situations that no longer reflect today’s COVID-19 realities? Do the photos you use in your marketing campaigns and sales collateral seem right for today, or is it time for an imagery style more sensitive to the pandemic?
If you’re not sure, monitor how people are responding to them in social media, in ads or at sales meetings. If response rates are lower than they used to be, it could be because what seemed so right at the beginning of 2020 could be wrong as the year comes to an end.
4. Think about whether your value is still valid.
Is the value proposition of your business based on in-person service, even after you’ve moved your operation online? Are you targeting a customer base you no longer serve?
A company’s value proposition is at the core of what it does and how it does it. As we enter into a brave new world, it’s important to evaluate whether your old world value proposition is appropriate for today. If it’s not, it’s time for a brand refresh.
5. See if your brand elements are right for the digital age.
Have you moved more of your sales and customer service operations online because of health-related concerns?
If you have, great! There’s one consideration, though–communication in the digital age has changed. Meaning, some of the brand elements that worked in the “real” world aren’t as effective in the digital realm.
Some examples include:
- A logo that attracted attention on a storefront may be completely illegible in an online shopping environment.
- Images that were clear when projected in a conference room during a sales meeting may not make sense in a virtual meeting on a smartphone.
- A typeface that was cool and edgy in print may be unreadable on a blog.
If you’d like an outside perspective or fresh look at your online brand, an experienced SketchDeck rebranding expert is happy to consult with you regarding what’s working and what’s not. Simply leave your contact information here.
6. Prepare your brand for social engagement.
It’s no longer right for businesses to talk at customers–they need to engage with them.
Social distancing has made it nearly impossible for us to interact with our friends, loved ones and strangers the way we used to. This has made people’s need to connect greater than ever, and many are turning to social media as a result.
This presents an emerging opportunity for businesses to meet new customers–as well as maintain current client relationships–using social media. If you’re not sure you have the right tools, the branding experts at SketchDeck can help guide your social media strategy.
7. Don’t go for great. Instead, strive to do good.
Take a look at what’s happening in the world and with the people in your customer base.
At the beginning of 2020, most were striving to be the greatest. Today, things are different. It’s likely that they’re more concerned about doing good for others.
Is it time to adjust your brand to this new reality? It’s a possibility that your operation could and should show more concern for the people in your community and less about business success. If you can afford it, it could be the right time to make your brand more about giving and less about selling. In the end, this strategy could help you make more connections today that will pay off in the long term.
Rebranding a business might seem challenging during times like these, but it’s definitely worthwhile–after all, the survival of your business could depend on it.
With that said, you don’t have to go it alone. Simply provide your contact information and a friendly SketchDeck pro will get back to you to help you explore your options.