Coca-Cola invests on average $4 billion each year in branding.1 To be easily recognizable by customers.
Although it might seem high, most people can easily describe the logo of the company in red and white text. It is iconic, so it will always be top of mind.
Every day we see thousands of headlines, ads, logos, and brands. It is difficult for businesses to stand out, and it can be hard for consumers to make informed decisions. Although branding was traditionally an integral part of B2C businesses, it is now more important in the B2B market. People are the heart of every business. They value brand recognition and emotional connections.
The company’s identity and personality is reflected in its brand. B2B companies must have a strong and modern brand identity in order to be heard, seen, and succeed. It’s possible to confuse branding with confusing offerings, or outdated branding with outdated products. A dull branding could also suggest dispassionate customer service. These connotations must be avoided if you want to stay a favorite among your competitors. Your branding is the first impression that prospects will make.
These are six indicators that your B2B brand is in dire need of a makeover.
1. Your brand identity is inconsistent
Your brand must not only be visible, but also consistent. Your brand will be inconsistent and make it difficult for your audience find trustworthy businesses. You might send conflicting messages if you have multiple versions of your logo and different freelance copywriters contributing to the same voice. Good branding is like a friend. It should be easy to recognize your brand across all platforms. This can help increase revenue by as much as 23%.
2. Your audience has grown
Are you growing your business? Are your customers changing? Your target market is changing. From double the size of your company to expanding into new areas and entering additional verticals. You must speak to them differently today. If your audience changes and your brand doesn’t, you run the risk of not being heard or falling behind others who move with the times.
3. Your offerings have changed
Selling products and services is more difficult if your branding is still focused only on the last year’s offerings or even the last decade. IBM is an example. IBM’s logo was created in 1924 to reflect the types of computing devices and typewriters. You’ll probably expand your offerings over time. Your logo must reflect these changes.
4. Your logo, color palette and overall design are outdated
Your branding should reflect the modern, innovative, and cutting-edge company you are. Strategic branding identity design services can have a significant impact on the perception of your audience and increase brand trust, recognition, and reliance. Color can increase brand recognition by as much as 80%. The answer to your question about whether it’s time for a change in your style is yes.
5. Your company’s values are not represented in your brand
Your brand should not be influenced by other companies. You’ll end up being a follower rather than the leader if you attempt to emulate the success of Amazon and Apple. It’s hard work but it can be done well. Your brand will reflect your corporate culture, align your values and brand’s purpose, and provide impressive results.
6. Your prospects don’t get it
Clarity is the key. Lack of clarity is key. Existing clients will not see the need for expansion and potential clients won’t be able to understand your services and products. Solid brand messaging will make it clear to all what you do well. A customer can complete 70% before engaging with sales. Unsightly messaging could turn away potential customers before they can reach you.
Rethink. Refresh. Rebrand.
You can see the proof you need to refresh and rebrand if you find yourself nodding your head to this article. Where do you begin? Consistency and upkeep can be achieved by having brand guidelines and adhering to them 100% of time. Each employee can refer to rules and techniques related to logos, colors and fonts across websites, social media platforms and emails.
If your company has not rebranded in a while, it is worth pursuing a brand overhaul to create a new logo that better represents you and your goals. You should refresh your brand at least once every ten years. However, you can refresh it more frequently to improve upon and expand on existing branding. This will allow you to keep up with changing times and help you avoid appearing outdated, unclear or incomplete. Let’s talk about what a rebrand and refresh could mean for your B2B business. Let’s talk.
Sources:
https://www.investopedia.com/articles/markets/081315/look-cocacolas-advertising-expenses.asphttps://www.inc.com/tracy-leigh-hazzard/boost-profit-with-constant-brand-consistency.htmlhttps://www.jotform.com/blog/outdated-brands/https://websitebuilder.org/blog/branding-statistics/https://www.responsiveinboundmarketing.com/blog/a-walk-through-the-buyers-journeyhttps://growthmodemarketing.com/how-to-tell-if-your-brand-is-outdated-and-what-you-can-do-about-it/
Marketing Insider Group’s 6 Signs That Your B2B Brand Needs A Refresh appeared first.
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By: Mark Schmukler
Title: 6 Signs Your B2B Brand Needs a Refresh
Sourced From: marketinginsidergroup.com/branding/6-signs-your-b2b-brand-needs-a-refresh/
Published Date: Wed, 27 Apr 2022 12:30:15 +0000
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