WHEN DOES A BRANDING MAKE SENSE?
Think of a brand like a human body. The logo is the heart. But only the branding makes the whole body what it is and ensures a perfect interaction of all components. The sum of all individual parts results in the unique body - or a unique branding.
Without branding - no brand. But what’s the best time for a business to invest in a branding? When does a branding make sense? I answer this question in this video.
FROM A START-UP TO A GROWN-UP BUSINESS
The classic is a company that has only been on the market for a short time: You are a start-up and you have a product that people like, that people buy and that brings in money.
In this phase there comes the point where you realize "ok, now it's time to put our business on a professional level". You start to professionalize yourself. You grow, you shift from a "workshop in the garage" to a proper office, the self-made logo has to be transformed into a professional and serious branding.
ATTRACT WEALTHIER CUSTOMERS
Do you want to attract customers that are willing to spend more money for a better quality product? Then a first-class branding plays a crucial role. The transformation from a nice-to-have product to a must-have product has to be made visible with a new branding. Otherwise nobody will notice.
A BRANDING FOR ALL TOUCHPOINTS
Branding has to work on all touchpoints - whether as a small app icon on the Apple Watch or as a large billboard in the football stadium. If a brand doesn't work at all on some touchpoints and you keep having problems here, it's time to revise the branding and make it accessible for all touchpoints.
SHOW YOUR BRAND'S UNIQUENESS
If a brand gets too little attention and is lost in the mass of competing offers, it often comes down to its weak appearance. Here, a new branding definitely makes sense to make your brand less comparable. Your brand has to stand out from the crowd, you have to gain visibility - with a new branding.
EMPLOYER BRANDING FOR ATTRACTING THE RIGHT APPLICANTS
A shortage of skilled workers and the search for employees make life difficult for many companies. Strong employer branding ensures that the search for employees can be made much easier. Let me give you an example: A few years ago, we developed the branding for Spedination. Since then, the branding has been attracting people to apply for a job who didn’t even think of applying and only did so because they loved the branding so much. You see: a new employer branding can be a decisive factor when searching for employees.
A NEW BRANDING FOR A REVAMPED IMAGE
Another reason for a branding or a rebranding can be an image problem. Perhaps there is a scandal in the industry and you need to clearly distance your business from it and show the world: We go other ways, new ways.
Or it doesn't necessarily need a scandal: think McDonald's. The fast-food giant was known for the yellow M on a red background. However, they wanted to get rid of the negative fast-food image and show that they were trying to find healthy alternatives. You can now see the yellow M more often on a dark green background.