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“We want a rebrand because we don’t connect with our customers the way we would want. Something is off.”
This is one of the reasons our potential clients want to do a rebrand of their business, and as much as we would like to take the job and start with the designing, there is often much more hidden behind this statement.
– How do they know the problem is in the visual identity and that rebranding will help?
– What steps are they doing to connect with their customers, to build the relationships?
– Why do they think they are not making connections in the first place?
– Is their engagement low? Are they not converting? Are they not growing?
– And most importantly – do they have any data or do they just “feel” it is the truth?
Truth to be told, these questions are where the real problem mostly lies. Either they don’t have any actual data to show. Or they are not very clear about who their target audience is. Or they don’t have any brand strategy so they don’t really know what is working and what is not. And most often? It’s a combination of all these things.
Keep reading because some real help is coming!
1. Focus on your audience.
It really does not matter how you think other people see your brand — what matters is what your target audience thinks of it…and the “target audience” here is the most important part.
Every product or service needs to have its ideal customers. And you need to know who they are. Age, gender, and location are not enough though.
You need to dig much deeper.
Find out who these people really are, why are they interested in your product/service and what problems it solves for them. Instead of thinking about marketing to a mass of people, think about how you can market to that one person.
The really best way how to do that is if you create a “persona” that will perfectly describe your customers like it was a real person.
You are a health coach selling e-book “How to stay healthy and fit while raising 3 kids.”
Ask any relevant questions, for example:
– Who will rather use this book, a mom, dad or both?
– Is it a single parent or do they have a spouse?
– Does this person has a job or is she/he stay at home parent?
– Should you target them during the day, or in the morning/evening only)?
– Do they have previous experience with a healthy lifestyle or are they just starting out?
Once you have all the answers necessary, create this “real” person (or multiple persons if you target different groups). You should give them a name, age, hobbies. You should be able to tell what social media do they use, what habits they have, what problems they may be dealing with.
Note: If you find out your product/service has no ideal customer…well then you should start focusing on some other product/service right now
2. Be Intentional.
When you build your brand awareness intentionally, it means you are not being passive in how others perceive you. It means that everything you do or say about your business has its purpose. It also means you won’t market your business anywhere and everywhere, saying things just for the sake of posting something.
Not only you need a strategy to help you with consistent messaging, it will also give you a better overview of what is working and what is not. Because why doing things that don’t work? Wouldnt you rather know what is working so you can focus more time on that?
So, how do you intentionally create a strategy that gets you noticed and creates better opportunities for your small business?
3. Be Present.
No matter if you are just starting out or if you are in the market for a while now, you should always collect feedback, evaluate what your customers say about your business and fix what needs to be fixed.
Even if you don’t have an email list, followers on social media or any real traffic yet, there are ways how to ask people for their genuine opinion. First of all though, don’t ask just anyone. Opinions from your spouse/friends/family are NOT relevant unless they fit your target audience group. So if they don’t, don’t even go there!
So where to go instead?
a) Facebook groups.
Look for those with the audience close to people you target customers. Don’t try to sell them anything though!
Ask if there is anyone willing to fill out a short questionnaire. You can even promise them something in return. After all, they are spending their free time and answering your questions.
You can also search the groups by keywords and find out every question anyone ever asked connected to this keyword. This can be a very useful info for you because you can see exactly what topics people are interested in and what they think about the topic.
b) Previous clients.
They are most likely already your target audience, and especially if you have good relationships with them they may be fine with answering more detailed questions.
“People don’t buy what you do, they buy why you do it.”
– Simon Sinek
We get it. When you’re trying to get people to like and care about your brand, you are afraid that you would say something controversial so you rather don’t really say anything.
And even though we don’t encourage you to be offensive or rude, your unique opinion matters and if you share a relevant point of view, people will notice and relate. Be the authority that is not afraid to speak up only because someone could disagree.
Trying to get everyone to like you doesn’t work anyway. But that’s okay because not everyone is the right customer for your brand.
Most importantly though, sharing your opinion reveals your brand’s values and allows your audience either to agree or disagree with you. This is also a great way how to find your true audience, the ones who really believe in your brand.
5. Be Visual.
Make sure your branding has personality. That is the #1 strategy that really sells and most importantly what makes you different from your competitors.
Investing in your visual identity is never a bad choice, especially if you believe you need some improvements in order to send the right visual message to your audience.
People are visual beings and having authentic professional looking branding makes people truly remember you. It does not mean you should hire a random designer to create some pretty logo though. Branding should be based on an initial strategy and should reflect your brand core message. It should be based on why you do what you do and it should evoke the right feelings in your customers.
Now it’s your turn – are you clear on who your target audience is and how to reach them? Do you want more advice on this topic? I am all ears!