Like everything in life, business is about relationships, and branding does a lot of the talking for you to your customers. Your brand communicates your values to your customers – are you trying to sell fun, quality, reliability, familiarity, innovation, or something else? Does your brand say that? If your branding isn’t communicating what you want it to, it’s time to think about rebranding. A rebrand isn’t a decision to take lightly – but it can make all the difference for a company, and take it to new levels.
Some reasons an organization might need to rebrand are:
A bad reputation – less than stellar customer service relationships may have tarnished your image. You’re ready to start over – with a new identity that’s more focused on your customers.
Name change, or a merger/acquisition – New blood in the family or a new direction prompts a conversation. Who are we? What do we do differently? How can we explain how the new organization is for the customer’s benefit?
Your brand no longer describes what you do – Along the way, your organization may have found a way to specialize or found new avenues of business. A rebrand helps solidify your place of relevance in today’s market.
Confusing – what is it you do again? If the customer has to ask this, they’ll probably use your competition instead.
You look like a competitor – You gotta stand out from the crowd.
Take rebranding as an opportunity to solidify colors, taglines, logos, and your look and feel to create a professional package that can be maintained across mediums. A brand isn’t just about the logos – it needs to be about your brand’s promise to customers too. A solid brand is a launch pad to fulfilling your customer’s expectations of you.
A few of our clients have had different reasons for rebranding. For Campbell County Health, located in Gillette, Wyoming, they needed to figure out a name that showed that they were a health system, not just a hospital. With clinics, a hospital, and a variety of specialties and facilities, they needed a name and brand that encompassed the whole organization. By rebranding to Campbell County Health, they were able to designate themselves as a health system, not only a hospital. For their patients, Campbell County Health is now a more comprehensive health system that can provide excellent care for a variety of needs.
Another client, Prowers Medical Center, had had the same logo for almost 20 years. They had an outdated logo that didn’t speak to their real expertise. As one of the Top 100 Rural and Community Hospitals in the nation, Prowers Medical Center needed to look like it and present a united front. With a new brand, Prowers Medical Center extends the promise to their patients that they are contemporary and patient-centered.
So – what kind of message are you trying to communicate to your customers, and is your brand doing that? If not – reach out to us. We’re great at helping you define your brand message. And from logos to materials, we’ll get you there.
Kirsten Queen, Project Manager at Jet Marketing
Among friends, family, and at the office, Kirsten is known as the cat lady – she’s starting to think it’s time for a personal rebrand!