Why do you build a website?

This editorial will help you identify why you should be building a website.

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1. Rebranding well requires staying relevant, are you clinging to history?

When you brand was first created the assumptions or reasoning behind it may have changed, staying with your old brand may be detrimental to your business.

Analyze and research changes in your market, explore new opportunities for expanding your brand. By moving with changes in the marketplace, you can rest assured your brand will continually evolve, staying fresh and relevant.

2. Branding is more than just a logo

Brands encompass a whole range of things, some are visual, how people feel about your business or even the way you answer the phone. Your brand can be affected if a customer does'nt receive the service/products they believe your brand represents.

Review your business regularly ensuring that everything aspect truly reflects your branding and make sure staff understand the importance of your brand and what your business stands for.

3. Do you know what your customer is thinking?

As your brand can be affected by more than a logo or colours, try and work out how your customer perceives your business. Get somebody to order a product online, or phone through a reservation. With their feedback you will know exactly how your brand is represented through these areas of customer service.

4. How can a branding "expert" truly understand my marketplace without industry experience?

It is possible that a branding expert will not understand a specific industry, however most businesses pride themselves on similar areas; excellent customer service, good value for money, next day delivery service.

Through research and creative understanding, brand experts can sometimes understand your branding needs better than yourself. A new persective and fresh ideas can help turnaround a brand.

5. Rebranding costs too much!

A good rebrand doesn't have to come with a multi-million dollar pricetag. Good thinking, thorough research and some creativity can go a long way.

There can be a costs associated with replacing letterheads, business cards etc, rather than trashing your older stationary, simply replace it once it has run out.

6. Asking for everyones opinions?

Peolpe across the globe ask opinions of others everyday, whether it be about the colours of their clothing, to a new advert on tv. Branding is no exception, often a rebranding project can fail because someone asked their partner what they thought of the proposal.

Ensure that only those with a vested interest or understanding of the rebranding have a say. Assemble the smallest possible team needed to create the brand, but try to include a range of participants, nto just executives.

See how Concise implemented a new brand for Balanced Health & Fitness, giving them a look which reflects their world class gym.

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