When starting out in business, you would have written down your ideas, given it a name, seen who your competitors were and detailed how you wanted your business to be seen in the market place. And this becomes the basis for initially building your brand identity. When I talk about brand I am talking about all the elements that make up your company, be it the physical, its name and logo or the tangible, quality, service and pricing.
Over time it’s more then likely that your original assessment of the business climate, your consumers, and competitors will change, and with this your brand must adapt.
Brand Evolution, or re-branding as some people call it, is reassessing your business at its core. Going back to the beginning, evaluating and restrategising, to ensure you are keeping up with the times, and most importantly your customers.
Brand Evolution is important for the growth of your business and timing is key. Part of the reason I prefer to refer to this process as evolution (rather then re-brand) is that it should be on-going, a constant flow from one step to another. Reflecting on your business strategies and brand image when you have no consumers left or your competitors have priced you out of the market is too late!
A strategy should be implemented whereby you revise your brand both regularly and thoroughly. You should be looking back at your original goals, to compare where you had planned to be and where you currently are. How else can you judge your successes, however small they might seem, other than to track your progress?
Consumers are a major part of Brand Evolution, and often the catalysts for it. Their purchasing habits, the choices available to them and their brand experiences all form their future buying decisions. Listening to your clients is the best thing you can do for you business, and they are speaking louder then ever. With an abundance of choice, a consumers loyalty to a brand has decreased, causing businesses to work harder to retain customers.
So keeping up with the times, ensuring your business always evolves, is the only way to ensure you will be relevant to your current consumers at any point in time.
RUBIO Communications is your diverse design and marketing studio where we’re all about providing our clients with simple, creative and brilliantly branded communication solutions.
We have a perfectly manicured finger on the pulse of the latest marketing strategies that work, and our international experience and resources allows for dynamic creative vision and flair.
If you want the feisty, fun, dynamic RUBIO team to create your ultimate brand look and feel (that will achieve results), give us a shout!
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