Building a brand takes relentless hard work and immense creativity, as you need to create a unique personality for your business. It includes designing the key branding assets such as the company logo, tone of voice, and marketing message that engage the audience and stay the same across all channels. You also need to ensure that your brand image replicates the mission, vision, and values of your business. At the same time, it should be relatable enough for the target buyers to connect with and remember it for the long haul.
While branding entails a lot of effort, you may have to rework it at some point. For example, a change in your target audience, core product offering, market trends, or competitive innovation are valid reasons to launch a rebranding campaign in the long run. However, you may worry about spending time, effort, and resources on the initiative. The good thing is that you can do it without breaking the bank. Let us share some practical tips to revamp your image on a budget.
Revisit your target persona
The best way to do more with less is by aligning your brand with your target audience. Knowing them is the key to a successful branding strategy. Every time you plan a new look and feel, revisit your target persona before diving in. You must do it even if you expect to target the same set of buyers as before. Some factors may have changed without being evident. For example, your audiences may want to follow a new trend, or they may find a competitor’s offering better. Digging deep gives you a detailed picture of the target audience, and you can reinvent your branding assets to match their expectations and preferences. Knowing your audience ensures that your effort is worthwhile as the new image resonates with them.
Refine your tone of voice
A brand is a truth about what your business is, from its vision to values and long-term goals. The “tone of voice” you use while connecting with the audience should replicate these factors. For example, if you wish to help them with your product or service, you should sound like a humble seller. Conversely, luxury brands should have an aura of pride, but not arrogance. Pause to consider your current tone of voice and refine it to match the new image you want the audience to perceive. Luckily, you need not spend a fortune on refining the element. Just be authentic and speak in a relatable language to your buyers. A business owner is the best person to define and refine the tone of voice for their brand.
Redesign your logo
While the tone of voice connects with the audience through text, the logo is the key visual element. It is a more recognizable element because your customers see it on your website, social media pages, retail locations, and product packaging. A rebranding initiative is not complete without a new design for your logo. The good thing is that your marketing team can redesign one in a few clicks with a DIY tool. You can check create.vista.com to understand how an online logo builder works. Your marketers can use their creative skills to design an all-new logo without losing the original look and feel. Also, you can save a hefty sum on a designer’s fees to redesign the visual branding asset.
Steer clear of copy-and-paste messaging
Rebranding is also about adding a personal touch to customer interactions. Commit to using authentic language to connect with your audience, whether in retail spaces, on social media platforms, at trade shows and events, or during customer support conversations. The idea is to sound like a real person instead of an organization looking to sell its products and services. The best way to do it is by giving your customer relationship teams the freedom to use original language. You can provide them with templates, but ensure they use them only for guidance, not cut-and-paste messaging. Making training a part of your rebranding initiative is a good idea as it brings your customer-facing staff on the same page.
Update your style guide
Rebranding on a budget becomes doable by updating your style guide so that your marketing team has a clear view of the road ahead. They have a clear idea of the language to use and the message to pass on to the customers during their interactions. Moreover, a style guide facilitates consistency of the fresh look and feel across all marketing channels. When you refresh your branding assets, bridge the gap between the old and the new image of your brand. After all, you will not want to lose the hard work because many customers will probably still recognize and like the old look and feel. Ensure that the change is not too drastic. The transition should be a smooth one, as it is easy to digest for your customers and employees.
Set up a new campaign
All the hard work you invest in rebranding your image will pay off if your audience understands the difference between the old and the new. You can achieve the goal by setting up a new campaign to introduce a fresh image to your audience. Invest in a mini-campaign to showcase the unique identity of your brand, while staying true to the existing audiences. Besides showcasing the campaign on the regular channels, consider adding new ones for broader outreach and impact. Picking free marketing venues like social media platforms is a good idea. Attend trade shows and highlight the new look at your retail location as well.
A rebranding initiative entails creating a new image for your business with fresh branding assets. It is almost like starting from scratch, but the journey gets more challenging as you must retain recognition for the original brand persona. But the initiative need not pinch your wallet, provided you are creative and resourceful while implementing the rebranding plan. Follow these practical tips to refresh your business with a new look and feel on a budget.
About the Author
Lizzie is a professional content writer and has been working with Outreach monks for the past three years. Lizzie loves to share her knowledge of the tech and business sector in a unique way that makes reading enjoyable for her readers. Other than typing, she loves playing the piano.