WRITTEN BY: ALISON JOSHI, DIRECTOR OF JWJ DESIGN
As a small business owner making sure your business brand image is the best it can be is extremely important, and yet when you are so close to something it can be difficult to know when to think about rebranding your business. For many businesses that set up 20 years ago there was no such thing as social media marketing and they probably just about had a website. Today your brand is everywhere, from your social media business pages through to your website and printed marketing, so you need to make sure it is working as best as it can.
Since the Covid pandemic hit in 2020 many businesses have turned their attention to their online presence and realised that the visual message they are putting out there is not necessarily communicating their services, product or business personality effectively.
This sudden focus on your businesses in the online environment is a catalyst for thinking about the visual image you are projecting to your potential clients. One of the first signs that your brand image is in need of some attention is when people start confusing what it is that you do and the service you offer. Perhaps they assume you are too cheap or too expensive for them, either way if they are your target market then you need to reassess how you are talking to them visually.
The first signs of needing a new brand identity
Some of the first signs that perhaps your business brand image is in need of some attention is when people start confusing what it is that you do, or they are immediately aware that the business has been around for a while as your logo is looking very dated and old.
Having longevity in the market place is no bad thing but you don’t want clients or customers thinking that you are not on top of your game, you are not moving with the modern world and you are being left behind.
Questions to ask yourself
Here are some questions you can ask yourself about your business that may help outline if you need to invest in your branding:
• Has your business changed direction? Are you now specialising in a different sector or offering a slightly different service?
• Have you started losing out to competitors? Has a new business launched in your market and taking away some of your clients?
• Is the company a family-run business that has stuck with the same brand focus for the past 20 years? The world is a very different place to 20 years ago and your target market will have possibly changed, or their shopping habits and how they purchase goods and services definitely will have.
• Are you bored and tired of the business brand image? Do you dislike the way everything looks and feels whenever you create any marketing?
• Does all your marketing look and feel different? Are there different fonts and colours used in your social, online and printed marketing pieces?
• Do you only have a logo and no brand assets to use in your marketing?
• Do you apologise for the way your business looks when speaking to new clients or at networking events?
If you answered ‘yes’ to any of these questions then you do need to think about a rebrand or refresh.
So what is the difference between a rebrand and a refresh?
Rebranding a business from scratch
When rebranding a business JWJ Design would look at your business in detail; who your target market is, what values you want to project about your business and how that can be reflected in your logo, colours, fonts, graphic shapes and imagery. It is starting from the beginning and stripping back what is essential and important about your business. It is not just simply designing a pretty logo, it is making sure that the logo and brand is right for your business and that it will last as the business evolves and grows over time.
A brand refresh
A refresh is as it says, just refreshing certain elements of the logo and brand. It could be that when looking at the business the main emblem or logo still works but the colour palette or supporting fonts need to be updated and modernised.
Sometimes clients with limited finances may choose to go for a refresh in the short term with a long term plan to rebrand in a few years time. This short term option just helps lift their business image and ensure they are starting to talk in the right way to their clients or customers.
At JWJ Design we offer a brand consultancy service should you be looking for a rebrand or refresh, having an initial chat can be a good way to work out what you need for the business and how best to go about it. With our brand consultancy service we can outline key words and the integral values of the business, the client will then have a comprehensive focus on how their business needs to be portrayed; what fonts and colours would work best for them; alongside a brand mood board for imagery and graphic shapes. They can use this focus to create their own identity, brief another designer or go to the next stage of brand creation with JWJ Design.
If interested in learning more about this service please do get in touch at firstname.lastname@example.org