Tue, Aug 09 2016
While many age-old rebranding processes and outcomes remain relevant in a digital age, some nuances and additional expectations must also be considered.
Listening: The digital realm presents many opportunities to listen more closely and with better insights into what current and potential customers, influencers and even competitors think about your industry, your brand and your products. This provides unprecedented abilities to adapt and evolve with what the market is saying.
Currency: Reviewing and updating your brand will occur more regularly in a digital age as customer requirements and expectations change. Rebranding doesn’t always mean changing your look and feel – it may require you to evolve how you speak about your company or services every 12-18 months.
Descriptors and SEO: The words you use to describe what you do and the words clients/customers use to search for your services online may be entirely or slightly different. Search Engine Optimisation (SEO) now becomes a central part in your corporate storytelling.
Understand your why: Globalisation, spurred on by the digital market place, means there is likely to be a competitor that can do what you do at a cheaper cost. When presenting your brand to clients/customers, you now have to focus on the ‘why’ you do what you do because invariably, the ‘what’ and ‘how’ you deliver your service will be the same as your competitors (including the ones that do it cheaper than you).
Tell a story: Your ‘why’ needs to relate to the person that is going to buy your service. That’s why you need to present content that tells a story and makes it easy for that person to see themselves buying the service from you.
Brand chameleons: Gone are the days of presenting your brand in one or two dimensional worlds. You have to consider a brand strategy that relates to different audiences across a range of channels using the written word, graphics, video and audio.
Although the challenges presented by a digital marketplace may seem overwhelming, there are more exciting ways than ever before to stay relevant, evolve, and make a connection to your customer.
Author: Rob Lovegrove, Head of Digital, Rowland