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The end is nigh! At least the end of this year is, anyway. With 2019 just around the corner, many brands are gearing up for the zenith of shopping periods - Christmas. But the end of the year isn’t just about enticing the Christmas shopping crowds, it’s also the time to reflect on what you’ve achieved, where you are and where you want to go, both personally and professionally.
Now nearly two decades into the 21st century, the last 19 years have seen a whirlwind of new, future-facing technologies, social rights movements and, of course, developments in the world of marketing. If you’ve been considering making updates to your brand, then there’s no better time than the beginning of a new year (new year, new you, right?). Today, we’re taking you through our top considerations for a brand refresh.
Think beyond your logo
While a logo offers customers a snapshot of your brand - and is therefore worthy of your time and consideration - it’s not the only aspect of your branding that you may need to put under the microscope. Equally important is your presence digitally and physically, internal and external communications and social media. Together, these elements come together to form your brand’s identity - a representation of what you do and stand for as a business. So, if you’ve decided it’s time to update your brand, cast your net that little bit wider to keep your messaging consistent across all channels.
Don’t overcomplicate your efforts
A rebrand doesn’t have to be a mammoth task involving 5 teams and a huge chunk of time - and for small businesses, that’s often not viable anyway. Sometimes, changes to the simpler components of your brand can have the greatest effect, such as a logo tweak, fresh colour scheme or update to your brand packaging. If an overhaul is out of the question, revising the most-seen aspects of your brand can still have the positive outcome you desire - whether that’s to stand out in a crowded niche, connect with your audience in a new way or simply to bring your branding up to scratch with current trends.
Polish your physical locations
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If you own one or more brick and mortar stores, making changes to your brand’s physical presence could be a strong starting off point in the new year. As the place where customers interact with your business, it’s one of the most important aspects of the entire customer experience. So, whether you swap out tired furniture from your reception for modern alternatives, order in eye-catching branded coffee cups or give your shop signage a fresh lick of paint, making updates here can have a big impact on how you’re perceived by your customers.
Speak to your employees
Unless you play a hands-on role in the day-to-day ground-level operations of your business, it’s your employees who are the face of your brand - and that means any updates to your branding need to be filtered down to them. Getting your team involved in rebranding can both gain you valuable insights and embolden them to have their say in the future of the business, leading to a team-wide collaboration that benefits your brand as a whole. Even something as simple as a survey can help inform your rebranding efforts and prevent you implementing a strategy that sounds good on paper but performs badly come implementation.
Branding is the signature of your business. It’s what sets you apart from the competition, and what customers associate with your products or services - which means keeping it in line with your business’s evolving values and mission is non-negotiable. At R+R, conveying your brand in the best light is something we know a thing or two about - particularly when it comes to brand packaging that sells. Find out more about our custom packaging services today.
Alternatively, for more branding tips and advice, dive into the R+R Packaging blog.
