Forget about the logo, brands need focus.
When businesses are looking to rebrand, they typically are in one of three phases: New and needs to launch, pivoting in the industry, or needing to take things to the next level.
In each of these, leadership and the internal teams need to be on the same page to implement a new brand. There is a lot of momentum and excitement to get all the new things that will improve their brand. As it turns out, that's actually where most people get stuck.
A feeling of "paralysis by analysis" sets in. With so much thinking and strategy that goes into branding, it's a job in itself. On top of all the other everyday duties and needs the business demands, it's why businesses hire branding experts like us. Before writing or designing, our goal is to focus on the business. Before a brand is improved, the opportunities need to be known and stated.
Here's how you can start the process with your business or personal brand using the same areas of focus we use.
Focus on the business.
If our client is updating their brand, that investment should provide value to their business. The first step is ensuring they know what they're fixing—starting with why they want to rebrand.
Occasionally clients know they need a complete rebrand. Typically though, clients come to us with a solution in mind: A logo, site, brand identity... The list goes on.
What's crucial to the project is that everyone focuses on the problem to solve versus the solution. A good trick here is to ask "Why?" to state motivations.
“We need new high-end packaging.”
— “Why?”
“To elevate people's perception of our product.”
— “Why?”
“We're the industry leader and need to tell that story.”
— “Why?”
“We haven't promoted much in the past. We want to reestablish who we are.”
— Now that is what we need to design solutions for.
This real client conversation highlights how the ask differs from the underlying issue that needs to be solved. New packaging can't solve a lack of marketing or an old brand story. By detailing and focusing on the business need, any branding work will result in a business solution.
Focus on the story.
Any updates to a brand usually indicate that there is a new story to tell. The key to telling a unique brand story is to focus on what makes that brand unique. The simpler a business shares its brand story, the easier it can be retold and shared among people.
An excellent way to get to the real story of a brand is to describe it without using price or product. Before their modern rebranding, most business owners would say, "We offer the best product and service, all at an unbeatable price." Which can work as a brand story until the day a competitor matches price, product, or service.
That lack of uniqueness is why brand stories need to go deeper, telling people what makes you unique. Pro tip: they shouldn't be boring! There is a big reason why the business started, why the team gets out of bed in the morning to do great work. That's the story people want to hear from brands, as simply as possible.
Focus on the plan.
Every goal needs a plan and direction. In a perfect world, there would be unlimited funds to do everything we want for brands. In reality, budgets and constraints are very real. Brands cannot be everywhere at once, so it's crucial to say the right thing in the right places.
The chart below shows a path someone takes through the purchasing experience.
Along the way, these touchpoints communicate key brand messages to people. By improving what's already in place or adding new touchpoints, brands can make their messaging more relevant to people. Modern brands know that relevant, empathic messaging improves connections with people.
Want to know more?
If you're interested in learning more, this article is a brief overview of what goes on when brands bring us in for 87BrandFocus. If you have questions or need help with your branding, schedule a call, and let's talk!
