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Why is a good brand important to your marketing strategy?

A Good branding strategy is more than just a memorable logo, good branding can increase the value of a company, provides the company direction and makes getting new business easier.

Decades ago branding was simply defined as; a name, slogan, sign, symbol, design, or a combination of them all. Nowadays, defining what a brand is, has become a little more complex – it’s also the perception that a consumer has when they hear or think of your name. A logo is just a small element of your business brand, albeit the most recognisable.

Rebranding your business can be a daunting task to undertake, however there are many reasons to do it:

1.     A period of growth

A company may out grow its branding during a period of massive growth, whether this is financial or an expansion into new markets – you could be missing out.

2.     A merger or takeover

This could mean a new name, logo, sales materials, a complete evaluation of all materials.

3.     To differentiate from competitors

Every industry is getting more competitive day by day. Does your brand look similar to a competitor? Many companies rebrand to make themselves stand out from a crowd.

4.     Moving with the times

Your current branding may have become outdated. It may have originally been a cheap ‘make do’ filler while the company grew.

5.     Technological advances

Constant advances in technology mean you need to be moving forward with them, whether this means you’ve moved online, or your online presence isn’t as up to date as it could be. You may want to consider adapting and updating your branding across the different platforms.

6.     A change in the type of products

Your product line or offered services may have changed since your business started, your current brand may not fit in with these changes.

 

We would never advocate throwing out the champagne with the cork, a rebrand doesn’t have to be complete overhaul of the company image, it should be purely driven by the need of the brand. But the truth is, no logo can stay relevant and up to date forever.

A rebrand can sometimes be as simple as enhancing and refining a new strap line for the business, or a refresh of the logo. What’s important is to keep some of the familiar styling so that customers will still easily be able to associate and recognise the brand. It may be a slightly larger project involving a change of a name, logo and all marketing material both online and offline.

A famous rebrand over the years:

Some examples of our rebranding projects:

Lionel Hitchen

Twycross Zoo

The benefits of a rebrand can be substantial if carried out with diligence and a great deal of care. OWB are experienced with both smaller and larger rebranding projects, if you feel your brand needs a freshen up then get in touch.