Rebranding Services

Strong brands are more profitable! Profit margins are higher and more stable. And in today's market, you can't afford not to brand effectively.

To be honest – we love rebranding projects!  They’re normally intense, deadline-driven, involve a million people in sign-offs, and many, many late nights. Call us crazy, but the excitement of revealing the output at the end makes it all worthwhile.

By rebranding we mean: the repositioning, revitalising, or redesign, of existing brand assets to meet strategic goals. 

The challenge of brand building is much more than getting the promises and the packaging right. It's more than just a logo and an attractive advertising campaign. It's about creating consistently positive and distinctive customer experiences, where the delivery meets or surpasses expectations through every point of contact with the customer, every time.

If you’re having trouble getting customers involved in your brand, you’re not alone.  The conventional methods for developing brands are so old-fashioned, inward-looking and aspirational that they don’t fit with what’s going on. And what’s going on, is that we’re in a new era of customer control over information and communication.   

Once upon a time, it was up to your Sales Person to do ALL the work and to get in front of your prospects. Now, however, your customers are the more active party – seeking out information; comparing; questioning; and doing their homework.  As a result, they determine what constitutes value in the things they purchase and they’ll only meet with someone when they’re ready, on their terms.

In the face of all this change, the way brands are developed by most companies, hasn’t changed!

How often have you heard of companies undergoing rebrands, simply interviewing management, a couple of key staff, a handful (if you’re lucky) of good clients,  and no non-clients, in the quest to come up with the perfect logo, tagline, and company colours?  Ever notice that there’s very little insight into how the brand can be of true value to different customer segments?

Traditional branding creates very little that’s meaningful to the market. Seriously, how compelling are taglines such as “we work with you” (well, that’s a relief!) and “your partner” (how original!)? It’s no longer about what you want your prospects to believe about your brand and product/service offerings. Now it’s about what you actually are and what they want to hear.

If you’d like some ideas on how to incorporate a customer perspective on what is of value into your brand, let’s have a chat.