Is your business missing opportunities because of your branding?

Design Marketing

5 January 2012

Out-dated branding is like being out of fashion

Imagine if I turned up for a meeting with you wearing a poodle skirt, bobby socks and a neck scarf. Would you take me seriously? To take your order at a 50’s dinner maybe, but to sell you the latest look in fashion, or insurance? Not likely.Well the same goes for your branding. You need to ‘dress’ your company in branding that is current and relevant, and will therefore lead to its success. Branding that was a great success when you first started your business, ten, five or even two years ago, may not be the branding that your company needs today.

5 crucial questions to ask

You need to ask yourself the following five questions in order to keep your brand current and working its hardest for your business.

  • What do your current customers think of your business?
  • Why do they use you?
  • What do your potential customers think of your business?
  • What do your competitor’s customers think of your business?
  • Why don’t they use you?

The answers to these questions will give you an idea of what the public expect of your business. You can use this to make sure your brand answers these expectations and that the public think of you first before your competitors.

Consider your competitors

In order to assess your competitors you need to ask yourself the following questions.

  • What makes them successful?
  • Why do customers think of them first?

This will also give you an idea of the public’s expectations and help you to identify areas of weakness.

Include your Unique Selling Position (USP)

What makes your company unique? Make sure this is part of your branding to help you stand out from the rest.

Make sure your customers can still recognise you

Don’t change your branding so much that you lose existing customers. Your branding refresh should be an indication of how your company is changing with the times to serve your customers better.

Refreshing your brand is a balancing act between staying in vogue and retaining the hard work your old brand has already done. It can be costly not to do it and very costly if it is done wrong. A great way to make sure you get it right is to use a professional company. Italic Creative have highly skilled and dedicated team that can help you refresh your brand to keep it working hard for you.