The reality can be quite the opposite though and that is why sometimes it’s best to consult the experts. Reading this is a good first step though, so you’re on the right track.
In this blog post, we’ll take a look at the key elements of a brand, from the logo to the website and tone of voice, and explain why getting these elements right is essential for building audience trust and driving revenue.
The damage rebranding can do
Let’s start with the ugly side of rebranding. The part that can leave many businesses out of pocket. Even Zuckerberg got it wrong when rebranding Facebook to Meta. Their public trust dropped by 5% and many were left confused and still don’t get it.
More often than not, constantly re-branding or worrying about your brand can actually be a complete waste of time. Worse still, it can cost you in terms of resources and money if you start making unnecessary changes, or if changes are not done correctly.
That is why it’s worth considering if anything actually needs doing. The next step here might be understanding the elements that make up your brand.
What do we mean when we say “brand”?
A brand is much more than just a logo or a tagline. The term has grown over time to cover the overall perception that people have of your business and it can be made up of many different elements.
These elements can include:
- Your logo
- Website
- Packaging
- The tone of voice you use
- Your social channels
- How your employees present themselves
- Even the email signatures you use
Any item used when communicating with your customers or stakeholders is a reflection of your brand. Each of these elements should be carefully crafted to align with your business goals and resonate with your target audience.
Let’s take a look at some of the common branding elements:
Logo
Many people will start with their logo. It’s everywhere and you probably see it every day. We see ours on the inside of our eyelids when we try to sleep.
When it comes to the logo, it’s important to create something that is simple, memorable, and easily recognisable. It should also align with your brand’s overall message and aesthetic.
But, beware, changing it can be costly and replacing every instance of it that exists can be hard. Nothing confuses customers like seeing an outdated logo.
Top tip: Keep an up-to-date list of everywhere your logo appears. This will make it easier in the future whenever you want to roll out a change.
Website
For many, your website is your shop window. It’s where people come to check out who you are, what you do and perhaps most importantly, how you’re going to make their life better.
A website should be easy to navigate, visually appealing and provide valuable information to your audience. The overall look and feel should be consistent with the branding, and your tone of voice should be consistent across this and all other platforms.
Visiting your website should be the online equivalent of having a conversation with you in person. The question is, do people like you or are they waiting to leave the room?
Getting it wrong
So you’ve decided some rebranding is definitely in order, but where to start? Consider these 3 elements carefully (yes we’re repeating them), because as we’ve seen from poor Facebook, I mean Meta, getting these elements wrong can cost the trust and revenue of your audience:
- A poorly designed logo can make it difficult for customers to recognise your brand and may even turn them off from doing business with you. This is even worse if you have an established audience or have been investing in brand awareness campaigns
- A confusing website can make it difficult for customers to find the information they need and may lead to higher bounce rates. It may even come across as spammy or not genuine.
- A consistent tone of voice can make it easier for customers to understand your message and may lead to clarity and trust.
Getting it right
The idea of rebranding doesn’t have to be all doom and gloom though. Many companies have successfully rebranded and gone on to thrive.
Getting these elements right is the foundation for a great business. It will mean that you are recognisable and able to resonate with your target audience.
Take the household name LEGO. You may not be familiar with their rebranding turnaround, but it is widely regarded as one of the most successful in corporate history.
The 90-year-old toy company had become stale and outdated, facing financial struggles and debt, and had lost touch with its core customer base: children. However, by making strategic investments and cutting what wasn’t working, LEGO revitalised its brand.
They used digital channels and expanded into new areas such as movies and theme parks. This led to a renewed relevance and engagement with customers worldwide. The brand has even been compared to Apple for its growth and popularity.
There are many other brands that have got it right. Follow us on FaceBook for even more fun examples.
What do I do next then?
As we’ve seen, re-branding or worrying about your brand can be a waste of time and resources if not done correctly.
It’s important to understand the key elements of a brand and how they work together to build audience trust and drive revenue. By getting these elements right, you can create a strong foundation for a successful business that is recognisable and resonates with your target audience.
