Coca-Cola spends an average of $4 billion dollars on branding each year. 1 Why? To remain consistently recognizable to customers.
It might seem high, but when prompted, almost anyone can describe the company’s logo marked by red plus white script. It’s well-known; thus, it remains top of mind.
We see thousands of ads, brands, logos, and head lines a day, making it hard intended for businesses to stand out and consumers to make decisions. While traditionally integral to B2C companies, branding has become increasingly significant in the B2B area. At the end of the day, people are at the core of each business, and they value brand recognition and emotional contacts.
Branding encapsulates the entire personality and identity of a company. To be seen, heard, and successful, B2B companies must maintain a strong, contemporary brand identity . Think about it: confusing branding might convey a confusing offering, outdated branding might indicate outdated products, plus dull branding might indicate dispassionate or impersonal customer service. You must avoid these associations to become (and stay) a favorite among competitors, and personalisation is where prospects form the critical first impression.
Here are six signs that your B2B brand needs a refresh.
1 . Your brand identity is inconsistent
Not only should you get your brand name out there, but it must be constant. Otherwise, your brand may reflect inconsistency, making it challenging for your audience to detect reliable and trustworthy businesses . When you have different versions of your logo floating around and various freelance copywriters contributing to one tone of voice, you might portray conflicting messages. Like a good friend, good personalisation has a friendly face that you can recognize anywhere and anytime, and presenting a brand consistently across all platforms can increase revenue by up to 23%. 2
2 . Your audience has extended
Is your firm growing? Is your target market modifying? From doubling in size in order to expanding into new locations and entering additional verticals, the audience you spoke to when your company was founded is different from today; therefore , you must talk to them differently. When your audience evolves as well as your brand doesn’t, you danger not being heard and falling behind those who improvement with the times.
3. Your offerings possess evolved
Offering products or services becomes instrumentally more difficult when your branding is still centered on last year’s line of offerings—or even last decade’s. Consider IBM, for example. In 1924, its logo reflected the particular typewriters and computing devices produced. 3 If IBM never rebranded, the company would appear extremely traditional and confusing today. As time passes, you’ll likely expand your arsenal of offerings, and you also must reflect those changes and additions for all to find out.
4. Your own logo, color palette, and general design look outdated
As a modern, cutting-edge, innovative company, your personalisation should look like it was made next year, not final century. Tactical brand identity design solutions can significantly impact audience perception and contribute to brand recognition, trust, and reliance. For example , color can improve brand acknowledgement by up to 80% 4 . If you’re asking whether or not it’s time to review your overall style, the answer is yes.
5. Your brand doesn’t reflect your company’s values
Branding should be completely your own, not based on others. If you try to mimic the achievements of Apple and Amazon, you will be the follower, not the best choice. Rebranding is hard work, but when it’s done right, it’ll signify your distinct corporate culture, align the purpose and values of your people as well as your brand, and produce a solid brand and impressive results.
6. Your prospects don’t understand what you will
Clarity is key. When there’s a lack of knowing around your products, solutions, and general offering, existing clients won’t ever see the need to expand their partnership, and potential clients won’t understand how you are able to help them. With strong brand messaging, what you do nicely will be front and middle for all to grasp. Your client can complete 70% of the buyer’s trip before actually engaging sales, which means unclear messaging would be enough to show someone away before your team can speak to them. 5
Rethink. Refresh. Rebrand.
If you discovered nodding to this article, you have all the proof needed to refresh and rebrand. So , exactly where should you start? Having brand guidelines in place and sticking to them 100% of the time aids in consistency and upkeep. Every employee can reference rules and techniques associated with logos, colors, fonts, and character across websites, social media platforms, emails, tradeshows, and so on.
But if your company has not rebranded, you should prioritize a brand upheaval and create a new one which better reflects where you are plus where you’re going. A substantial refresh should happen a minimum of every ten years, with fast, more intermittent brand refreshes that improve and construct upon existing branding each three to five years. six This will help a person evolve with the times and your growth, preventing you through appearing outdated, unclear, or incomplete. Want to discuss what a rebrand or refresh can do for your B2B corporation? Let’s talk .