Brand Revamp: How To Turn A Tired One Around
Sometimes a great business idea simply fails to get off the ground. Perhaps the timing was wrong, or the targeting was off. Perhaps the team behind it simply didn’t have the marketing know-how to make it a success.
Whatever the reasons, these businesses can often have a lot of potential if the right person is willing to give them the time and attention they need to succeed.
So whether you have found a hidden gem that simply needs polishing, or you’re seeking to revive a brand that has lost its luster, here are a few tips for how you can breathe life into a failing brand.
Run The Numbers
The first step is to figure out how viable the concept might be, and where it is currently failing.
Google Analytics is a good place to start, although there are a range of additional tools, such as SEMRush and Cyfe, that can help you collect the data you require. You can also use the Wayback Machine to take a look at a website’s history.
You need to find out some key details to help you weigh up the untapped potential of a business.
For a brand you already own, this can help you choose the direction in which you want to take it.
If you are considering purchasing an existing business, such as an online store, this is a great way to determine its current and potential worth.
Take a look at your existing audience, and explore whether you are targeting them on the correct platforms, and with their preferred forms of content.
If you use networks such as Facebook, Twitter, or Pinterest, you can research some extremely useful demographics data using their business tools.
This can be particularly valuable when reviving an e-commerce site: the data you collect can help you to choose a profitable niche, and construct accurate buyer personas, which enable you to tailor your brand’s message more effectively.
Smarten Up The Logo
A great logo can really boost brand recognition, so it is worth reviewing the design, color scheme, and clarity, to ensure that your logo fits in with your overall brand aesthetic.
There are plenty of tools to help you with logo design. Be wary of completely changing the logo of an established brand, however, unless you are trying to distance yourself from its former incarnation.
Keep in mind that your logo should appear throughout your website, social media, and even your email marketing, so it needs to look the part.
Make sure you have a vectorized, or similarly scalable image file, so you can use your logo anywhere without degrading the image quality.
Carry Out a Content Audit
There is no better time to spring-clean your content than during a brand revamp. Now is the time to go back through your archives, and take a look at what worked, what didn’t, and what might still have some mileage in it.
- Look out for evergreen content that could be revisited in a content roundup, or even repurposed so you can post it in another form.
- Make content relevant again by bringing it up-to-date – But be careful when reworking posts containing stats or predictions because you don’t want to undermine your brand’s reputation by reposting outdated information.
- Compare your brand narrative and tone with that used in previous content, and consider reworking useful content in the voice you have developed for your brand.
Remember that, to your audience, you and your team are a unified entity, and everything you produce in the company’s name may be perceived as representing the brand.
As such, it is important to get your whole team on board and ensure that they understand your aspirations for the brand, and the personality you wish to convey to your audience.
Create A Cohesive Design
Your brands aesthetic extends beyond its name and logo. Everything from the tone of your copy to your choice of fonts will form part of your brand’s identity.
Your design choices should remain consistent throughout all of your marketing efforts. This helps to build familiarity, and underpin your brand narrative, by presenting a coherent, recognizable framework for your content.
So make sure you:
- Choose a color scheme that complements your logo, and is in keeping with your brand’s style and tone.
- Don’t pack out pages with features and text.
- Use whitespace to emphasize key features, such as your headline or CTA.
- Make it intuitive – consider split testing elements such as font styles, button placement, and color combinations to maximize engagement with your content.
Make It Shine
Once you have all of that under control, you still need to get the word out. A brand can only succeed if people know about it, so it is important to get yourself noticed.
- Encourage friends and family to share your content, and ask employees to post on social media about your brands revamp
- Consider setting a “relaunch” date, to build excitement about the brand’s new lease of life. This allows you to begin engaging with your audience ahead of time, sharing sneak peeks, collecting feedback, and getting a feel for your audience
- Check that your content looks good in different browsers and on mobile devices. Test everything, and ensure that all links, buttons, and forms work
- Explore the possibility of releasing a business app. This can allow you to engage more directly with customers, while also identifying your brand as being tech-savvy, and in touch with the needs of its audience
Ultimately, the real trick to reviving a struggling brand is to make it your own.
Channel your enthusiasm for your brand into your marketing efforts, and it will shine through in everything you create, imparting that same enthusiasm to your audience. Just remember that it doesn’t end there.
Continuous improvement and evolution of your branding strategy is essential if you don’t want all your work to unravel. But by keeping on top of the changing needs of your audience, you can build a living, growing brand identity that continues to deliver as the market evolves.
Meet this week's guest blogger:
Victoria Greene is a branding consultant and freelance writer. On her blog, VictoriaEcommerce, she shares tips on e-commerce and how writers can hone their craft. She is passionate about using her experience to help brands improve their reach.