Branding is essential for any small business. However, after a certain period of time even the freshest branding ideas can become stale and worn out. Here are some of my tips for working out if it is time for your business to have an image change:
Review competitors: Take a close look at what others are doing (branding, positioning, strategy etc.) in the same market as you. Is there a new trend that they have all adopted that you have not? It is healthy to be slightly paranoid that you are being left behind by the competition.
Ask clients: Because you are so close to your brand and you see it every working day, it is very difficult to objectively judge it. Try consulting with new customers to get a fresh opinion on your brand.
Get advice: There are numerous sources of advice available for small business owners. Take a look at some of the market research that has been done on branding or ask an expert for some pointers.
Make a list: Now that you have some insights on your current brand, it is useful to start listing your strengths and weaknesses. This is the best way to work out exactly what is wrong with your current image, if anything.
Build a strategy: You won't be able to re-brand successfully without a thorough plan of action. All the changes that you plan on making must be carefully implemented to avoid causing too much disruption to your business.
Evaluate changes: It is absolutely critical that you follow-up on any branding changes that you decide to make. Without a full evaluation six months or a year down the line, it is impossible to be sure whether you have managed to make things better or worse.
As I always say, 'there's more to this than just whiteboards and good smelling markers.'
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