Frame Rate

When a company looks at their existing marketing materials (logo, brochures, website, videos, etc.) they might wonder why they should invest the time and money to re-brand their image. After all, the existing brand has worked for several years now. Here are some things to consider regarding the need for an updated brand:

1.       Re-branding is a part of a company’s life cycle.Usually, existing marketing materials, logos, etc. are good for 5-10 years. After that time period, businesses evaluate existing materials and will re-brand…

·           to reflect current design themes

·           to embrace current marketing strategies

·           to announce the transition into a new phase of their company

·           to communicate the company’s vision for its future

 

Think of how quickly our world is advancing, especially in the technological realm. A computer you purchase today will be obsolete within the year. A corporate video produced with today’s technology will look a lot different from one produced in 1995. And so it’s important for businesses to assess their brand and its effectiveness every 5-10 years in an effort to remain competitive and current.

 

2.       Re-branding tells your audience that you are committed. A business that takes the time to update its marketing materials is a business committed to the long haul. You want your clients and potential clients to feel safe and secure, knowing that you will be around for years to come. When the public sees that a company has taken the time and invested the money to re-brand, they understand that this is a company that is looking to the future and plans to increase its strength and position in the marketplace.

 

3.       Re-branding is about looking your best. A company’s credibility among audiences depends on the image they put forth for public consumption. Presentation is everything.

a.       When a candidate walks in for a job interview, the way he/she looks is important.

b.       When your employees show up for work, how they present themselves is important.

c.       When company representatives go out for sales or service calls, the way they look and act is important.

d.       When customers, clients, or potential clients come into your office building, how it looks is important.

Everything reflects back onto your business, either positively or negatively. It’s easy to overlook the current status of your brand with other daily tasks filling your calendar, but it’s important to take the time to review that brand on an annual basis. Updating that brand communicates two things…

·        Your company is growing, and

·        You are concerned for its reputation.

 

An updated brand can positively affect public perception about your company encourage them to do business with you.