Consumers form emotional connections with brands for several reasons. Once consumers are familiar with your brand, like it and trust it, the consumer forms an emotional connection. There are several ways to achieve emotional connections with your consumers and take a customer beyond loyalty and makes them advocates of the brand.
One of the easiest ways to form an emotional connection is by being authentic, transparent, having empathy, and connecting with customers wherever possible. In a blog post from 99 designs, they reiterate that the more your audience resonates with your story, the more connected they become.
So take the time to carefully curate your brand identity. Your business could also spend some time analysing what drives your customers and leverage that information to build a stronger connection.
For example, suppose you’re an outdoor brand, and most of your customers support anti-poaching initiatives. In that case, your business could be associating yourself with these NGOs – Showing your customers that you care.
According to an article and survey conducted by Orbelo, a local and international dropshipping platform
the following brand statistics plays a significant factor:
- 86% of consumers say that when deciding on what brands to support, they consider a brand’s authenticity first.
- 81% of consumers only buy from a brand once they have built trust with the brand
- Using a signature colour for your brand can increase recognition by 80%
- It takes 0.05 seconds for people to form an opinion about your website
- Consistent presentation of a brand can increase business revenue by 33%
- 66% of consumers agree that authenticity is an essential quality in any brand
- 64% of consumers will either buy or boycott a brand based on a social or political issue
- 73% of consumers say that their experience with a brand influences their purchasing decisions
- 77% of people buy from brands that share the same values as the consumer
Q: When should I consider rebranding?
This is another popular question we get asked frequently. Your brand is your most valuable asset, and like all the other assets your business has, it needs to be looked after. But that’s hard to do when you’re busy with everyday work and don’t have the time or the resources to take care of everything.
It is easy to overlook the red flags, and it could be irreparable when you eventually notice them. So, the question remains. When should I consider rebranding? To make things easier, we’ve highlighted some of the red flags that tell you it’s time to consider rebranding.
Q: When the brand name no longer reflects the vision of your brand
Take Google as an example. They started as BackRub and then transitioned over to the new name Google when their vision changed. Or Nike, who used to be called Blue Ribbon Sport. All of these well-known brands had to transform into a new brand at some point during their life span. When your business outgrows your previous vision, it is time to consider rebranding to fit the new vision of your business.
Q: You feel embarrassed to show clients your corporate identity
Suppose your website or business card is poorly designed, and you feel embarrassed. In that case, you might want to consider rebranding as an option. When reaching out to potential prospects, you shouldn’t feel any sort of cringe. If you are embarrassed, it’s likely that others in the business are too. That doesn’t necessarily mean you need to rebrand everything. Sometimes updating a few visuals on your website or landing pages can do the trick.
Q: When customers can’t differentiate you from your competitors
Another way you know it’s time to rebrand your business is when you get lost in the sea of your competitors. Rebranding can be the difference between failure and being superior to your competition. It all breaks down to differentiating factors communicated in your brand message and style. The process can also help you redefine your competitive advantage, providing clarity where needed.
Q: Your business model has changed
When the way your business operates, communicates or when the strategy changes, your brand should follow suit. An excellent place to start is at the foundation. We suggest re-aligning your vision, mission and core purpose.
Some questions to ask yourself when rebranding:
- Why did I start the business?
- Where do I want it to go?
- How will I get there?
- What is the culture I want in my business?
- What are our values?
Defining your business is a good starting point, and it provides a vision for the future. No company can successfully rebrand itself when no one knows the plan of action. We all know the saying, “Failing to plan is planning to fail”.
Q: If you’ve outgrown your brand
In any brand’s lifecycle, there comes a time when rebranding is necessary. As your business evolves over time, so does your brand. That doesn’t mean you should throw away all of the elements that make up your brand. Your brand likely has some strengths that you can take with you on your journey to rebranding. However, it is also important to re-evaluate your brand’s strengths and weaknesses.
It is never too late to take the leap and re-align your brand. When you decide it’s time to rebrand, call in some professional help. The great thing about approaching an experienced marketing agency is that you get a team of experts for the price of one.
Best Web Design is that team. We have multiple skillsets all in-house, ranging from graphic design, SEO, online marketing and everything in between. We strictly focus on quality over quantity, and we strive to provide value to all our customers. Need help rebranding? Give us a call. Our team is ready to help you get your brand out there!