A ‘Brand’ is the face of a company, as well as the face of it’s products. Companies tend to set up their branding and work really hard at making it shine early on, and then let it age without reinvigorating it. However, this can damage the overall brand in the long run, and should be regularly remedied. We have compiled a short list of 4 ways to invigorate your brand image in order to keep your company on it’s toes and ahead of the modern market.
Refresh your branding
Throughout the course of a company’s lifetime, it’s face may change very little. This is mainly because many companies believe that maintaining the same brand is good way to establish themselves and their overall look as a long-term product. Brands stick out in our memories, and we always remember the colouring on the packaging of our favourite cookies, or on the highest quality brand of tea, or in the tastiest pasta sauce. This is the way companies can maintain their reputation without doing anything other than continuing to make their product the same way, and sticking with the same packaging. This is not always the best way to go, however, and a company that wants to stay modern and visually relevant should seek to refresh its branding regularly.
Coca Cola, for instance, has updated it’s can and bottle designs regularly for years now, and it has kept the core aspects the same- the colour, the typeface, and of course, the product. This has meant that they stay relevant, and they aren’t stuck using the same designs they were using in the 80’s or the 90’s while attempting to stay relevant in the 2010’s. An update to your branding can mean the difference between an engaged audience excited about a new product and an old company feebly attempting to stay in the market. It’s important to remember to keep your core aspects the same, however, so that your product can remain recognisable in the new branding.
For corporate companies, or service companies, keeping the branding unified can sometimes be a struggle. A company will brand itself in the early days of it’s conception, and they maintain that branding while bringing out new products or advertisements with altogether different, more modern branding. Making sure all of your products and advertisements have the same kind of branding is important, as it increases your presence and makes your products or services more instantly recognisable.
Imagine having a lawn mowing business that has dark green branding on everything, but the ads that play for it on TV feature a lighter blue branding, and the leaflets handed out for it are bright yellow. Some people might end up thinking these are three different companies, and inconsistency isn’t good for a business, no matter how good the product or service is. Ensuring your branding is unified will help invigorate your brand image, and will make your company instantly recognisable.
Revisit your target audience
When a company identifies its target audience, often it will lock on to that audience and reliably and regularly sell to them. There is no problem in this, but if a company doesn’t update it’s target audience or it’s product regularly, they run the risk of selling to the one dedicated audience without a way to move forward into newer or different audiences in the future. If a company that makes push bicycles has a target audience of 10-15 year olds, and panders a product to them effectively for 10 years, they will be making a product for an audience who is no longer buying from them, and is now 20-25 years old and subsequently not interested in children’s bicycles.
The changing audience might continue to consume your product in years to come, but the newer audience might not be interested in products with outdated designs not aimed at them, so you end up losing potential customers. A target audience revision once every few years keeps your customer base fresh and engaged in what you’re offering, and while it means more work for your marketing and design team, it also means more sales and profits, which is always good. Another benefit is that it also keeps your company’s brand fresh and inviting, you do not stagnate, and this makes you an actively changing member of an increasingly competitive market.
The final, and arguably the most difficult, way to invigorate your brand image is to break out into global areas not reached before. Increase your global presence and you stand to increase your sales, shine the spotlight on yourself and draw attention to your brand image that wasn’t previously there. Setting up meetings around the world with new distributors and potential business partners can be made easier by setting up a series of virtual offices across the globe. These offices function as a sort of surrogate office system, in which you have physical spaces to hold your meetings and have your calls and mail directed to, but that are also cheaper than renting office spaces permanently in many cities the world over.
Invigorating your brand image is a long process, but the results speak for themselves in the form of more engaged audiences, better products, a more visually unified company and more relevancy in the world market.