Rebranding not only for big businesses
This month, I’ve decided to tackle the issue of rebranding or rather the importance of giving an existing company’s brand a refresh or make-over.
This branding exercise applies to all kinds of businesses and is not only applicable to large organisations but also to Small, Medium and Micro Enterprises (SMMEs).
According to Ignyte: “Your brand is how your organisation is perceived by customers, employees and beyond.
“Shaping those perceptions around your company brand is key to influencing customer behaviour and this behaviour impacts your business’s bottom line.
“Rebranding therefore, should not be seen as another cost counted against your company’s marketing budget.
“Rebranding is an investment – one that, if done properly, can yield tangible and exponential returns over the life of your business.”
In the last few years, you might have seen some big companies going through these brand revamps – these include Absa, FNB and MTN, to name a few.
Also, you may have noticed the changes in these companies’ logos, in particular, were not extensive, but a mere refresh.
Big companies go through these rebranding exercises for various reasons.
It is also important for small businesses to consider doing this from time-to-time, however, it is important to be clear on the rationale behind the brand revamp.
In my company’s case, we decided to revamp our PR Agency’s brand when we celebrated 10 years of operating as a registered small business.
It is no mean feat for a small business to make it beyond the first two, difficult years – operating in a very challenging, demanding and competitive market.
As an SMME, we have now been operating for 12 years and felt our brand had, over the years, become stale and needed a fresh look – without steering too far away from the original look and feel. We have in phase one revamped the logo and other corporate identity elements that go with our brand, which include our company letterhead, business cards, PowerPoint presentation template and email signatures, to name a few.
This branding exercise presents an opportunity to reposition our business.
In this exercise, we had to consider the new trends and the direction where look and feel are going nowadays.
If you have noticed with different bank branches – they have now gone the clinical route. The look and feel of bank branches these days is white, crisp and clean.
This is the route most progressive brands are moving towards, away from unnecessary clutter and pointless frills.
Most companies are going for the simple look because this makes it easy for customers to buy into or resonate with their brands.
So, my advice to other SMMEs out there is that they should consider going this route and take the opportunity to reposition their companies’ brands.
Take a leaf from my company, Strangé Consulting – A Boutique PR Agency & Lifestyle Services, and watch the space for our rebranding campaign …
Miranda Lusiba is the founding director of Strangé Consulting – Boutique PR Agency & Lifestyle Services specialising in communication, freelance writing, media relations, reputation management, thought leadership, media training & PR coaching –
#pradvice.