Rebranding Your Business? Why It Might Save Your Company
We look around and see all of the vulnerabilities within our company. Some of these seem to originate from within, including the weaknesses of our leadership team and the skills gaps that our employees have. Others are more external in nature. The longer we are in business and the more the market changes, the greater the potential that our business models will become obsolete. This equals death to our company’s way of life. The way that many business owners will sustain their company under market pressures is to involve decision-making following a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats), which should be done at least once a year. In this piece, we consider how you could tackle some of your threats through a comprehensive rebranding.
Rebranding the Smart Way
One major complaint that your target audiences might have is that they cannot interact with your brand the same ways that they can with the brands that you consider to be your direct competitors. For example, they might find your website to be very static. It might have outdated colors and navigation schemes and lack up-to-date content. They might get tired of accessing product or service information that fails to reflect how you currently operate the business. Making updates to a website is a way to stay relevant, but a rebranding will take some more work. You might even need some professional work done on the site and its content.
Add Graphic and Video Content
Some companies realize that one of their weaknesses is not posting content on YouTube or their websites/blogs that will truly appeal to consumers who prefer passive experiences. They appreciate an educational approach to marketing. They have very little time to learn about a brand. If you can create a micro-video about your business that’s easy for people to view online or via a smart device, it’s also ideal for them to share. They don’t have to make much of an effort. Use training like Color Grading Central to ensure that the color grading on all film and video content is reflective of your brand.
Tell Powerful Stories
Companies that want to rebrand for greater success also know that they might just be putting a new spin on a business model that hasn’t had to change that much. They want to stay relevant to audiences in this digital era, but their business isn’t as consumer-driven as some companies have had to become. Create stories that people will love and share them over the right medium. Help them feel excited about your brand!