Brand New: The Power of Rebranding
You’ve heard about it. You’ve seen the results. Maybe you’ve even been part of a rebranding effort. But do you really understand what branding means?
Some people think a brand is a company’s logo and colors. Others say that it’s a vision statement and mission, or an advertising campaign. It’s actually all of these things—and so much more.
A brand helps define who your organization is. It’s your logo and visual identity. It’s your vision and mission. It’s your key messages. It’s the foundation of your company and how you communicate with your audiences.
The key to developing a strong brand is to ensure that you’re delivering a consistent look and feel, message, and experience to your customers.
Think about the last time you walked into an Apple store or bought an Apple product. You have an expectation of what the experience will be. At the store, employees will all wear the same-color shirt. They’ll have the latest technology and will be eager to show you how it works. If you buy a new iPhone or MacBook, you can expect a simple, clean design—a sleek and innovative product. The experience is always the same and revolves around Apple’s core competence of delivering exceptional customer experience through superb user interfaces.
Of course, every company can’t be like Apple, but we can all strive to learn a thing or two from them. Ask yourself, “Is your brand still relevant, or is it time to re-engage the public and adapt your image?”; “Are your logo and visual architect outdated, or do they no longer reflect your consumer experience?”; “Have changes in your industry or leadership impacted your company, vision or mission?” These are all questions that present the opportunity to rebrand your organization.
Rebranding is essential in today’s fast-paced world. It can act as a springboard, propelling you into future success with your internal and external audiences. Your challenge is to find the right branding partner who will immerse themselves in your organization and culture to help articulate your brand. If executed correctly, a rebrand can help you differentiate your brand from the competition and connect you with new audiences. So, what are you waiting for?
ABOUT THE AUTHOR
Maria is an award-winning marketing communications professional who leads the healthcare division. She provides account oversight, strategic planning and communications counsel to healthcare clients. With 23 years of healthcare marketing and communications experience, including 10-years in leadership roles at Crozer-Keystone Health System and The Children’s Hospital of Philadelphia, Maria’s responsibilities included marketing communications, public relations, corporate publications and employee communications, event planning, and community relations. Maria is a graduate of Arcadia University.