The Time is Now
The Covid pandemic and the related wider social concerns have exposed fault lines in society and commerce that has polarised people and sent shock waves through industry and commerce.
Some brands have become stronger as a result of the Covid effect which has accelerated digital transformation trends, such as cloud-based tech, streaming and online retail thus reinforcing the dominance of technology first brands like Amazon, Netflix and Zoom. However there has also been the collapse of businesses that were too slow to understand digital requirements in a rapidly changing world
Relationships between organisations and their audiences are altering – rising expectations are dissolving into anxiety as people are demanding more of the businesses and brands they buy into. There is a growing sense of human disempowerment and an acute awareness of change as customers are beginning to review their consumption choices.
We are now in the third generation of branding – after product then service – which is based on the customer experiences and most of these are now received across digital devices and online platforms.
Over the last 12 months most of our clients that want to rebrand their business know that there’s a disconnect that stops them attracting their ideal customers. The reasons for the rebrand may vary, however the feeling of urgency is the same. Changes may have been brewing for a while – and then suddenly it’s the last straw – they have to take action.
These are the key reasons to rebrand:
- The market and competition has changed – and your brand is being left behind
- What your customers want has changed – and your brand is associated with negative preconceptions
- You’ve got new products and services – so your brand has to drive attention to these
- Your brand looks dated and tired (with a print based legacy) – so it’s time for a digital first refresh
Rebranding is the primary way to get attention for your brand, to ensure it is up-to-date, impactful, and meaningfully different. Rebranding is a sure-fire way to increase the clarity and focus in your business because you feel confident and proud of your brand again. However, don’t fall into the trap of thinking your rebrand is just a logo change. Your brand is so much more than that – from your purpose, positioning and values through to your brand messaging.
There has never been a better time to review your business through the lens of your brand. Given the circumstances people should step back and reassess all aspects of their business – or in some cases create a completely new one. The key thing you should be considering is how you are, or want to be perceived by your audiences. This encompasses your brand communication across media via the identity, brand language, visual & verbal content, tone of voice and so much more.
We are an integrated team with extensive experience across many brand categories delivering both services and products. We understand that digital first branding is a key focus for our clients. It essentially boils down to prioritising digital touch points during all stages of brand development. Brands can promise the moon and say what they like about themselves but the thing that really matters is what they do and how they do it. Digital first brands aren’t built on promises, but on good experiences.
All of our projects start with a brand workshop. We have created a highly effective Zoom sprint version that has proved to be effective and rewarding to deliver. This allows us to audit the market and the competition to start a meaningful conversation. We can build a refreshed and more powerful brand that differentiates your business, meaningfully. Together we can create a brand that truly reflects your brand purpose and connects with all your target audiences – from stakeholders, investors & partners to customers and consumers.
Over the last year and moving forward we are working with businesses in the following areas: environmental impact, immersive learning and eCommerce distribution.
By Bill Wallsgrove, Brand Consultant
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