I’m NEVER getting rid of my logo, Got it?
Business owners tend to react defensively whenever the topic of re-branding their business surfaces. But hey, I get it. It’s absolutely normal to become attached to your old logo. After all, you’ve been through a lot together and he’s always been a good sport.
Unfortunately, a lot of businesses fail to realize they don’t have to part ways with their old logo!
Coke didn’t, why should you? The truth is, it’s not about throwing your old pal away, it is all about enhancing it. Think of re-branding as a superb makeover. The start of a bigger, better you!
So… What Exactly is Branding?
Coca-Cola, one of the most popular brands in history, is a perfect example of what branding should look like. Showcased in our own backyard, Coke is proud to call Atlanta it’s home.
It comes as no surprise that this corporate giant has been in business for 126 years, employing over 146,000 individuals who help serve Coke’s 3,500+ beverages to over 200 countries around the globe. Did you know…people drink an average of 1.8 BILLION Coke servings a day? Insane. But enough about all these stats (they’re making me feel teeny, tiny…)
My point? Coca-Cola has built a solid brand around it’s product. Wherever people see those curvy letters on a red or white background they automatically think “Coke.” That is the sole purpose of “branding.”
So let’s dive in. Branding is defined by the Small Business Encyclopedia as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.”
In other words, your brand is your [business’] face. Therefore, the process of branding involves communicating your face in the form of a logo design and then incorporating that design into ALL of your marketing materials; your online presence and the marketing strategies you implement. From your invoice sheets to your Facebook Page, everything that has your name on it, should scream YOU!
But, I just started my business and I’d rather invest in something useful!
Most start-ups seem to toss branding to the backseat because they either lack the funds or simply don’t think branding is a big deal. But, it is! Having a solid, visually enticing brand from the start will save you tons of money in the long run, and I guarantee it will drive your sales significantly. Why?
#1. It’s all about psychology. Think about it, in today’s modern world, small business brands often compete with The Big Guys in some shape or form. Let’s be honest, we are all pre-conditioned by the big name brands (who btw spend millions of dollars annually in producing the most captivating marketing media) to react when a visually stimulating logo design crosses their path. Why? Because we’re bombarded each & every day with top-notch marketing.
#2. As a result, people trust big name brands. If you pop-up with your awesome business start-up and you don’t have a brand to back it up… people won’t trust you. Believe me, I’ve been there.
But, I’m an established small business. Re-branding is for The Big Guys!!
Alright. Deep breath!… I’m sorry, but you are wrong my friend. Amy Porterfield always says something like, “There’s no need to reinvent the wheel. Find someone who’s doing what works, and emulated it.” WE HAVE TO LEARN FROM THE PEOPLE THAT HAVE ALREADY DONE IT. Branding is a never ending process. As your business grows and conquers new horizons, it must reinvent itself. The same is true about branding.
In the past two years, our business start-up, The College Moving Company has gone through it’s fair share of branding and re-branding & re-branding a little more. We have seen incredible results! And though we are nowhere near perfection, we’re living proof that BRANDING MAKES ALL THE DIFFERENCE.
But, I’ve already invested money in my current brand…
Guess what? You DON’T have to spend a lot of money to re-brand your concept! I’m no graphic designer and most of The College Moving Company graphics are made on PowerPoint. Yes, you heard right! Power point. Now I’ve gotten a little fancy and I spent a whole $30.00 on stock images & a temporary Photoshop license. So, whether you’ve just started a new business venture or you are an established entrepreneur, branding/re-branding doesn’t have to cost you loads of cash.
Yes… I know, now you are going to tell me you DON’T HAVE TIME. Well, none of us do but you can always hire out a branding specialist who can help you figure it out!
Whatever your circumstances may be, there’s absolutely NO EXCUSE. Stay tuned for the second part of this blog post where I’ll show you how to translate your brand to social media platforms & for those of you who are DIY kind of people, I’ll give you a couple pointers on how to re-branding on the cheap! 🙂
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