A changing market may make it difficult to constantly be fresh and relevant with your audience. Rebranding is usually the most commonly chosen method to upgrade a brand identity, but seldom should you start from scratch. Finding some ways to re-energize your brand without also losing its uniquely essential elements can be a tall order, but one really worth considering.
In my recent interview with Authority Magazine, I had the chance to share some strategies that are most effective for breathing new life into a brand. At Big Drop, these are the principles we stand by when it comes to elevating your brand and refreshing its image. Here’s a look at what we believe truly works when it’s time to rebrand:
1. Engage Audiences with New Ideas
You will have to connect with your audiences in new, creative, and meaningful ways. Find innovative strategies that really capture their attention and foster long-term relationships.
A good example would be interactive content like quizzes, polls, and augmented reality experiences that enable your brand to get closer and make it more interesting and memorable.
Social media platforms are full of creative opportunities in campaigns; the task is provoking interaction. Whether it is through gamification, influencer collaborations, or live events, naturally, their strategies allow you to authentically convey meaning to your brand and promote customer loyalty.
2. Encourage User-Generated Content (UGC)
UGC is something that can easily and feasibly foster brand trust and loyalty. Not only will encouraging your customers to share their experiences with your products or services make them feel like they belong to a community, but it will amplify your brand’s reach. The bonus here is that UGC defacto also boosts your value proposition with little effort.
Use UGC in your brand strategy by incorporating customer testimonials, photos, and videos on your website and social media channels. This will not only help refresh your brand image but also give social proof to your potential customers..
3. Always Develop
A successful brand is never static. Sometimes the adaptation of your branding will be radical, but your core values and purpose should remain the same. You might find that you simply need some well thought-out tweaks.
Stay competitive by repetitively evaluating your brand strategy and making changes when and where necessary. We oftentimes work with brands to incorporate an updated visual identity with a nod to current design elements, and in some cases fine-tuning their messaging so that it resonates with their audiences better. I’ve said it before, the name of the game is maintaining relevance in increasingly-crowded the marketplace.
4. Opt for a Refresh over a Rebrand
Let’s face it – rebranding can be a scary process, and beware the Marketing guru that jumps right into one within their first few months on the job. In some cases,scrapping everything you’ve worked to achieve to build a solid brand doesn’t need to be the right course of action.. You would be surprised at how frequently a brand refresh will do the trick—a light touch of changes added to the existing recipe if you will. And the results can be incredible.
A brand refresh might include modernizing your logo, tweaking your color palette, or refining your tagline. These updates can help a brand look and feel new while suggesting change and evolution— without actually changing the fundamental parts of these same elements with which clients associate quality. An update of this kind is a way to stay up-to-date and remain relevant without the possible risks that a complete rebranding process may bring.
5. Prioritize Customer Experience
Centralize the customer experience if you aim to rebrand or refresh. With markets more competitive than ever, go beyond an arresting visual identity and compelling message, that way your customers can interact and engage with your brand on a longer runway.
Invest in every customer touchpoint, from the usability of your website to the responsiveness of your customer service. Personalization, convenience, and a frictionless experience are pretty significant enhancers of brand image. Strive to create a revolutionary and overall enriched experience for your customers, because extraordinary customer experiences last long and are the ones that preach further.
Final Thoughts
Innovation in engagement strategies, promotion of user-generated content, continuous evolution, refresh instead of rebranding, and focusing on making the experience of the customers extraordinary will simply breathe new life into your brand.
After all, brand strategy really doesn’t only aim to deliver good looks; it should be about building a brand that lives in the hearts and minds of the audience. With help from Big Drop implementing these strategies, your brand will stay vivid, relevant, and ready for long-term success. Get in touch with our team to discuss your brand.