Proper branding is very important – it helps you get your name out there! In fact, the entire point of branding is to become so popular that it “rings a bell” every time your brand name is mentioned. However, this isn’t always a good thing; according to a recent statistic, as much as 54% of people don’t trust brands! And why is that? Well, because some companies have a nasty tendency of breaking their promises, failing to live up to their customers’ expectations and deliberately abusing their clients’ trust. Brands such as these are nowhere near common, but this reflects poorly on the entire industry. This is where rebranding kicks in!
Market research is essential
Improving the way you approach your audience requires being familiar with the market. As an already set brand, you are probably out of touch with the state of the current market, so you’ll need to get informed. Firstly, you have to learn how to do effective market research, and creating your own customer persona will go a long way in putting yourself in your customers’ shoes, which is extremely important for learning about your target audience.
You should identify some important factors like gender, age, background, education and income in order to find the best way to approach your customers. Knowledge equals power, and we live in the information age!
Surveys are also a great and cost-effective way to get to know your customer base, but the best way to go about this is making phone calls to each and every customer; it will take a ton of time, but this is by far the best method to get feedback.
Pay attention to your competition
In order to speed things up, when it comes to market research, you should observe your competitors – they may have already done the identical market research that you are planning to do. Put it into action, especially if their research target was the exact same audience as yours!
On the other hand, products and services that are unrelated to your industry, but popular with your target audience, can also tell you a lot! Ask questions– How do these brands position themselves? How do they reach out to their customers?
Communication is key
Your clients won’t appreciate your not being sure who you’re talking to, not one bit! You and your team should always know exactly who is contacting you, which requires customer base research.
On the other hand, the larger your clientele is, the less time you’ll have, so you’ll need to speed up the process in order not to waste your clients’ time – this is also crucial.
Also, your customers will easily abandon your company if they aren’t addressed fast enough – no one likes waiting, especially given the fact that your clients, too, are probably just as busy as you are.
Focus on your website
Using social media to advertise and gather data is a fantastic idea, but a Facebook page is in no way a replacement for a website. If you don’t have a proper internet presentation, people simply won’t take you seriously. You need a website and it needs to be really good. Your homepage will probably make the first impression of your business, and you won’t get a second chance for a first impression!
Optimizing your website so that it is user-friendly, intuitive and great-looking is of the absolute essence. Think about it, how many times have you stumbled upon an interesting store with a website designed so poorly that it took you ages to find mere contact information?
Going with template website designs is always the cheaper option, but this is not an area where you should be trying to save money. Even if the budget is currently tight, opting for small business loans to hire a reliable web designer is much better than not having a quality website – some lenders don’t ask for as much paperwork as banks and other financial institutions do.
Each of the mentioned steps of rebranding might fail in the beginning, which is why testing is so important. No matter how certain you are that everything is in order, you should give it a trial run – things have a tendency not to work exactly as imagined. Rebranding requires changes and every change will affect your business more than you might think. This is why conducting a test after every single change you introduce to your business is so important.
The business-client relationship is quite simple and rather straightforward in its essence – it’s all about the principle of giving and taking. Your brand will get its reputation, and that reputation will follow it for better or for worse – it is important that you respect your clients and their time, so that they will want to put their trust in you! All in all, having a brand can be both a huge ally and a powerful enemy, depending on how you position yourself.