Rebranding for today’s audiences

Rebranding is an effective strategy

Many companies are reviewing their brand identity, company name and overall marketing strategy for 2014. Why? Lots of changes out there.

Websites must be mobile now, to connect with audiences that are searching on mobile and not desktop. People are using more information sources before making a purchase decision … lots more. And the swelling numbers of millennials (born 1985 to 2010) and their influence on technology, media and communications are changing music, movies, design, communication and so much more.

Rebranding and new messaging became posters for Cascade Employers Association

Rebranding can force a re-evaluation of the organization. A review of how business is done. A new look at the value of what is offered … from the audiences’ point of view. A time to explore new opportunities, new products or services, new markets.

Rebranding gives an organization the opportunity to tell a fresh story. To honor the past and look to the future. To generate new excitement with the staff and new recognition in the marketplace.

Brand refresh, new brand or new name?

There are many approaches … what’s the right fit for your organization?

Does a merger or new ownership mean a new name?
Is the old brand identity so out of date it needs a facelift to keep up with today’s audiences?
Is it time to replace the old brand with a whole new look?
Or is it a brand restage, something new that still connects with the old?

There are many different approaches and reasons for updating. Yet no matter what the reason, keep in mind the brand is not the logo. It’s the total package.

The tone and style that must echo who you are and how you want to be perceived in your market.
How you measure up to the competition.
How you separate yourself from others in your category.
How you reinforce the value of what you offer … from your audiences’ point of view.