Rebranding is never an easy decision. When you were just starting out your branding was just one of the millions of choices you and your team had to make. Maybe it started with a doodle on a napkin or you hired a local agency to assist you in coming up with the perfectly designed logo and identity, no matter how it began, things can get stale over time.
If we add on the upheaval of the pandemic it’s likely that you’ve been rethinking a lot of things lately such as: what your business represents, who you serve, what services/products to sell, and how to best convey your brand awareness in the new landscape. Debating a rebrand may seem like the last strategy you want to enforce, but it might also be the most valuable tactic you can deploy right now for your business.
One of the most important things to remember is that a brand is not just what a company looks like – it is also what people believe the company does and how they feel about it. Strategic Marketing Resources President, Marjorie Floyd often says that it’s time to rebrand when the inner operations of your business don’t match the story you’re telling your consumers and community.
One example of a rebrand is the work Strategic Marketing Resources recently completed for Cumberland Advisors. The team focused on enhancing Cumberland’s brand identity to better represent their core values and mission by a crafting a new logo, enriching video productions, updating brochures and portfolio reports. Then bringing all of these items together on Cumberland’s newly re-designed website.
Clients, institutions and/or advisory partners can now easily find information on services, key team members, market commentaries, videos and the market news the Cumberland team regularly provides; and clients can still connect directly to the electronic portal to view their portfolio reports.
Is your company in need of a rebrand? Here are the top three growth moments to consider…
- Change in Culture
With many company’s transitioning back into the office or a hybrid work environment the COVID-19 pandemic has left the confidence of employees a bit weary. As a way to positively invigorate your team and help them find a renewed commitment to the company’s mission, vision and values, a rebrand could be just the ticket.
- Change in Product Line
If the last year has morphed your products into digital or if you now have more offerings than before, refreshing your brand can bring a renewed cohesive appearance to your company. This may mean shifting your brand story or enhancing your color scheme to differentiate various product lines.
- Change in Leadership
Change in leadership can be the hiring of a new CEO or the introduction of a new generation into a family-owned business. Both can be difficult and just the tip of the iceberg when it comes to sensitive evolutionary changes within a company. It’s important to provide a sense of resilience and stamina during these transitions. Rebranding can provide an opportunity for the new team members to build off of what’s currently being showcased while also adding their stamp on the company.
Need Help?
Strategic Marketing Resources enjoys working with clients that are in a state of transition as this allows their team the opportunity to provide a cohesive 360 degree marketing approach which in turn creates stronger businesses. If you feel it might be time to rebrand, give us a call at (941) 266-1376 for a complimentary consultation.