The error many businesses make when looking at creating, rebranding or refreshing their existing brand is that they start with a logo or visual aesthetics and tactics because that’s the tangible part of the brand. It’s visual.
IS YOUR MARKETING STRATEGY FIT?
WRITING A REBRAND BRIEF FOR 2018? DON'T TILL YOU READ THIS.
When you engage a creative agency to do your rebrand or refresh a professional creative agency will have a series of questions or a brief template that they will ask the client to complete before starting the project.
A good creative brief will have sound answers to the following sorts of questions;
I PROMISE TO.....
To craft a brand promise it is best that it is simple and easy for employees to remember so they can use it as a north star in their everyday work. It is always good to get representatives from all parts of the business to come together through a workshop and agree on a statement that the company can deliver together. Once it has been drafted and refined by the marketing and communications team, it is important to inform and empower employees with the new focus on delivery.
KNOWING YOUR DIFFERENCE
What is a brands point of difference?
The solution you provide to your customers problem, that is different or unique to direct or indirect competitors solutions or approach in the marketplace.
It is a unique experience that helps the target audience tell apart but ultimately select your brand over another.
TOP 3 KEYS FOR MAPPING OUT YOUR BRAND STRATEGY
This year Sodablog is going through the key critical steps to prepare for a brand refresh before you brief your designer. Our last blog looked at Step 1. Identifying the signs and to start planning. This post, we are going to look at Step 2. which is mapping out the basic strategy for your brand.
THE SIGNS IT'S TIME TO REFRESH
LEAVES ARE CHANGING COLOUR, DOES YOUR BRAND NEED TO CHANGE COLOUR TOO?
Refreshing your brand is an important part of the brand life cycle, just like the life cycle of a leaf. When a brand is visually refreshed, there is a process that businesses needs to embrace before going to a designer, to reap the full benefits of a refresh. Otherwise you can be simply conducting a costly window dressing exercise as your potential customer will soon realise that their expectations aren’t being met and or nothing else has changed, and therefor you then won’t benefit from either a repeat purchase or a referral – which is the end game. Right?
WHEN YOU'RE NOT IN THE ROOM
Have you ever stopped to think about what people say about your organisation, when you are not in the room?
It is an interesting thought and a question that taps straight into the strength of your brand. A positive reputation for a brand is crucial for success. Referring back to our last blog post ‘Beauty and the brand,’ this reputation maybe reflective of the inside of your brand (purpose, values, personality & promise) or outside of your brand (positioning, visual & messaging) and
