The scenario: your company has been in business for 2 or 3 years, and you’ve firmly established yourself to a customer base. However, they’re not your ideal customer – perhaps most your business is low value orders with low R.O.I. – so you want to reposition your business to get more desirable customers. You know you need to rebrand, but you’re not sure how to get started.
You’re not alone. Right at this minute there are hundreds of businesses in a similar position. But how do you go about attracting the right kind of clients?
- First figure out who your dream client is.
It’s rather unbelievable, but we’ve seen countless companies start rebranding their business without first figuring out who they’re trying to target. Without a target audience your rebrand will end up unfocused and give off mixed messages, which can result in no business at all!
Before you start any work, assemble your marketing and sales team together, plus anyone else in your company that has great ideas, for a half-day brainstorming session where you look at past business reports, new trends and opportunities to figure out who is the best type of client for your business. Then plan your rebranding activities around this target client.
- Reposition your brand identity around your dream client – it doesn’t work the other way around!
Take the time to understand your dream client. Find out what they like and don’t like. You can do this by looking at your competitors and other brands your target audience engages with, identifying designs, colours and slogans that work for them. You may also want to send surveys out to existing-but-similar clients you may already have.
If your dream client likes high-end intricate logo designs with dark colours and concise slogans, then your rebrand needs to evoke a similarly premium feel and design aesthetics. But whilst it’s important your rebrand connects with your audience, it’s also essential it stands out, so don’t just copy the style of another company. Make it your own, unique to your business.
Most businesses would then hire a designer to create a logo for them, but that’s only half the trick. You need a branding specialist (like Somer Design) that truly understands every minute detail of your business, so your rebrand is always on-point and re-enforcing the brand values that fit with your dream customer.
Somer Design rebranded Blackhawk, a private investigation firm. Our audience research concluded the client’s ideal customers liked the colour palette but preferred sleeker typefaces, a more formal and abstract iconography, and no slogans. The result is a rebrand that transformed the client into a serious player in the industry, and one of the most recognised logos in security.
- Get your new brand identity seen with a marketing campaign.
Once your rebranded your business, make sure you use it at every opportunity and get it noticed by your dream client. The obvious is to update your office signage, website and social channels, add it to email signatures and get it printed onto stationary.