Your brand is the essence of your business. Your brand is the image you present to customers and potential customers about who you are and what you do. If you have found your brand out of kilter as your business grows, it might be time to rebrand your screen printing business.
Rebranding can be a tricky exercise; you want to create an accurate and lasting brand that will carry your business forward without leaving your existing and loyal customers behind. Here are some of our best tips for rebranding your screen printing business the right way.
Rebranding has to be done for the right reasons. Arbitrarily rebranding can hurt your business. Rebranding should occur when your current brand isn’t consistent with what your business does or how it serves customers. Rebranding might make sense if you’re offering new products or services, for example. If your business has developed a niche as it’s grown, changing your brand to reflect that niche can better help you attract and connect with customers. Finally, if your screen printing business is lost in the sea of competitors, rebranding can help you stand out.
Rebranding takes a lot of consideration, and it shouldn’t be done lightly. Simply launching a new website, changing your business’s name or creating a new logo isn’t enough to recreate your brand identity. Brand has to do with what your relationship with the customers you serve. As you develop your new brand, you need to take the time to consider who your target customers are, what their needs are and how your business will provide your customer with value. That means coming up with a new mission statement to drive your new brand. Once you understand your mission for your customers, you will be able to build the elements of your new brand to convey that mission to your target customers.
There is no easing into a new brand. Slowly working in new brand colors, a new brand voice or a new logo can create confusion for existing and potential customers. Once you decide to rebrand, you need to be sure that you’ve fully developed your new branding before you begin implementation. After you launch your rebranded image, you have to be consistent in letting go of the elements of your old brand. Get rid of old letterhead or business cards with your old logo and mission statement, for example, and make sure that all of the marketing materials you’re sending out have been updated to reflect your new branding.
When it comes to rebranding without losing your existing customer base, you need clear communication. Clearly communicate with your customers that you’re rebranding, why you chose to rebrand and what your new brand means to them. Consider posting a blog, sending an email blast or mailing postcards to share your new brand with your customers; it can be helpful to incorporate some of your company’s history in those communications to show your customers that the rebranding is part of your company’s growth, not a sign of turmoil or a change they should fear. Most importantly, make sure your customers have a clear vision of how they will benefit from your company’s new brand.
Rebranding a company is a big deal. To make it successful, you have to treat it as such. To propel your company forward with a new brand image, you have to be sure you are putting in the time to thoughtfully develop your brand. If you take the time to come up with a comprehensive rebranding that reflects your company’s positive relationship with its customers, you will have a new brand identity that resonates with your target audience and helps you drive your business in the direction you would like to see it go.
Want some more tips for creating a well-defined image for your screen printing business? Check out these blogs: