Does your company have a “brand?”
In today’s ever-evolving, incredibly intricate technological market, every organization needs a brand if they want to be successful. You may think you’re doing well without a cohesive brand, but you’re probably only doing ok.
The good news is there’s room for growth.
Without a cohesive brand, no matter how you think your company is doing, you’re likely making about a 10th of the total potential impact you could make. Creating a brand, or identity, for your company is essential in today’s market. It’s the language everyone else in the world is speaking today, and you need to get on board if you want to move your organization forward.
Today’s market is incredibly competitive. And today’s audience is incredibly judgmental. But they’re also unwaveringly loyal, genuine, and relatively easy to reach. In order to tap into that potential, your company needs to create its own personality. Essentially, you need to establish a “look and feel” for your company, as if it were a real person. That look and feel will help you denote a logo, font, and color scheme that embodies your organization. And, if done well, it’ll effortlessly attract like-minded customers without much extra effort from you or your staff.
Have I convinced you yet? It’s time for a rebrand. And while you’re here taking my advice, let me give you a few nuts of knowledge I’ve picked up by taking my organization through a rebrand process:
- You need FULL buy-in from your management and executives right from the get-go. The decision makers at the top need to understand the utter importance of the brand, and they need to completely trust you to execute it properly.
- Create buy-in points along the way. Invite executives and stakeholders to be a part of the rebrand brainstorming. Collect feedback throughout the process and send regular progress updates to stakeholders and executives.
- Set deadlines with your team and your executives before you begin the process. Make sure everyone has the same expectations for when decisions needs to be made, how long the entire process will take, and which people will be responsible for which work.
- Delineate one point person and one ultimate decision-maker. (Those roles can fall to the same person, if that is best for your organization.) It’s incredibly important that all parties agree that those two people have those two roles throughout the life of the entire project. All participants, stakeholders, and executives need to trust that the point person and the decision maker will make educated decisions that are always best for the organization.
Creating a brand for your company will be a lot of work, and may take a lot of time. Be patient! And remember that if you prepare properly, you will be beyond satisfied with the incredible results your new brand yields!