Three out of every four shoppers recognize a brand primarily based on its logo, and over 40% of all shoppers think logos express everything they need to know about a brand. So, how recognizable is your brand's logo, and what does it convey to everyone in your target market?
If you don't have clear answers to those questions, it's time to start researching the value of rebranding. If you do already have those answers and they fall short of what you want for your brand, start planning your rebranding project by creating (and developing guidelines around) new branding, a new logo, and updated messaging for all of your company communications. This quick guide breaks down all three components.
The Power of Branding
Your brand encompasses everything you do to make your company consistently recognizable to your customers and prospects. It could incorporate your logo, your product names, and even the unique attributes of your email newsletters. Focus on these three concepts as you refine or redesign your branding.
Define Your Brand Identity
Your brand identity is what you want your company to be known for. This includes your company mission, the values you uphold as an employer or as a seller, and the unique selling proposition of your products and services. These elements are what your branding should communicate so customers recognize and trust you.
Consistency Is Key
To develop a consistent image, you need to use consistent branding elements across every element of your marketing strategies. These include:
- A specific color palette
- The same logo or family of logos
- Font
- Messaging and terminology
Without consistency, shoppers won't trust you. They might not even recognize you.
Emotional Connection
Along the way, use your brand to communicate a unique story that your shoppers can emotionally engage with. The story should tie into your values and mission, whether it's your company's origin story or corporate endeavors that align with consumer interests.
The Rule of Logos
The right logo is invaluable. Done well, logos are instantly recognizable, shoppers will see them even if they aren't looking for them, and they will recall the emotions and value of your brand. If your logo is complex, vague, or detached, you won't get that instant sense of connection. So, follow these three rules of logo design:
Keep It Simple
Simple logos are more recognizable. Think of the most striking logos in the brands you purchase for yourself or the most striking logos in your industry: they are simple, distinct, and they tie directly to some element of the brand. There is no confusing them.
Pro Tip: Simple logos can also be displayed in a wide array of sizes and media formats, making them a better choice for all your different marketing channels.
Versatility Matters
Let's zero in on versatility in logo design. Your logo is your company's shorthand, and it's going to pop up in a lot of different contexts. This is good because shoppers will then have an easier time remembering and liking your brand. But it does mean you need to think carefully about the logo. Consider elements like:
- Size: It can't get too convoluted when it's on a small business card or strange looking when it's on a large banner
- Color: While you might have a logo that's blue and orange, sometimes it's going to need to be black and white. Make sure it still looks pleasing and identifiable
- Background: Test your logo to make sure it can overlay images or sit alongside text without it being jarring or turning into an image you don't want for your brand
Timelessness and Evolution
Rebranding is important if you're falling short of key brand metrics. It's also risky to have customers adapt to a whole new you. A widescale rebranding should be rare. To make sure you don't find yourself rebranding again, develop branding resources that are universal and can be used for years without falling out of favor in the market. Opt for iconic elements, no trends or fads, and classic design styles.
Also, see if your branding assets are robust enough for the occasional tweak. You may need to update fonts or styles over time while retaining the core ideas, or you may want seasonal and holiday variations.
Crafting the Right Message
Next, consider your message and messaging in your marketing strategies.
Know Your Audience
The same story will resonate differently with different audiences. Carefully research your target market to ensure all communications focus on their pain points and preferences.
Storytelling
Incorporate narratives and storytelling into your marketing assets. Narratives are easy to understand and even easier to remember—stories resonate with people in a way that specs and product details don't.
Clarity and Simplicity
Create a style guide that ensures all customer-facing messages are simple and concise. Develop a list of preferred terms and avoid technical jargon. Keep stories short, poignant and include only one core objective per communication.
Embracing Digital Marketing
Today's businesses must include digital marketing within their omnichannel marketing and selling approaches. Once you have your branding assets, focus on online applications.
Website Optimization
Make sure your website is fast, works well on both phones and desktops, and is incredibly easy to find from search engine queries. This ensures customers' interactions with your brand are pleasant and convenient.
Content Marketing
Use your style guides to create a wide range of content marketing resources. Create videos (with your logo in the corner), blogs (that incorporate your brand voice), and more. The goal is to always be educating, informing, or entertaining your audience.
Social Media Engagement
Branch out from your website to establish a presence on the social media channels where your target market spends time. This is where your style guide is most important: you want all your posts to be on-brand and helpful, so your brand becomes visible for all the right reasons.
Data-Driven Decision-Making
Creating a great logo and brand is no longer a shot in the dark. As you develop your marketing assets, you can test them out, refine them, and carefully release them for maximum success.
Analyze and Adjust
Measure the effectiveness of communications and pages that incorporate your new branding. This can include KPIs established by your marketing team, such as:
- Website traffic
- The effect of different wording and messaging on conversion rates
- Shares and follows across every social channel
- Positive or negative feedback about branding changes from your established customers
A/B Testing
You can also test reactions to your brand updates and changes through A/B testing. Release new versions in communications to some portions of your audience and retain your classic branding for other pools of contacts. Carefully compare the engagement between classic and changed elements to see which changes are the most successful.
Strengthen Your Branding, Logo, Messaging, and Marketing with Mid-West Family
You can strengthen your existing branding or completely rebrand your company. But it's important to generate and structure changes the right way: through methodical planning, deliberate choices, and comprehensive testing. Not only can you make a big change now to engage more shoppers, but you can continue to make small, iterative changes over time.
At Mid-West Family Springfield, we help local and growing businesses develop a cohesive brand identity and comprehensive marketing strategies. We also have a network of professional partners, like our website partners at Webstix, that can help get your new brand online. Reach out today to learn more about strengthening your branding and expanding your reach.
