Go beyond visual representation when rolling out your brand.
When most people think about their brand, they think only of the logo and the visual representation to their audience. However, in its entirety, your brand extends to the idea of your business in the minds of those you are connecting with and the promises you make regarding your brand. As Robert Wasiluk, our design consultant said recently in this video on branding, “good brand positioning will help project you as more professional and experienced…and a good first impression of your brand will convince clients and prospects to check out your social pages and website, giving you valuable leads.”
Your brand tells your clients and prospects about your promise to them and communicates what is unique about you. If your brand promise is in line with how your clients view you, then the firm can more easily deliver on its core values and focus on growth strategies. This translates to improved brand loyalty through retention of your best clients, referrals and acquisition of new ones. It can also cultivate improved employee satisfaction and engagement.
How to roll out a new brand
We often get asked by clients how to roll out their brand once the market research and design process are complete. This is often the stage that gets missed to accurately communicate and promote your brand positioning — not only outside the firm but also inside. Keep in mind that not everyone is involved in the branding process within your firm. The team will need to better understand the value of the new brand in order to embrace it and communicate it. Here are some tips:
- Develop an internal rollout strategy that includes branding key theme training, sales questions tied to themes, proposal content in line with key branding themes and a fun team activity or celebration. You can also order “gifts” like t-shirts or desk accessories with the new visual brand and create posters of your key themes.
- With your external rollout, keep your audiences in mind. You will need communications for existing clients to help them understand the value of your brand positioning. If you did client interviews or focus groups, make sure to share your new brand with those clients first and make them feel special.
- For prospective clients, promote your new brand through social media and updates to your website. Consider adding content that outlines the new brand or specific web features and updates that visitors should pay attention to. Consider a unique marketing or ad campaign to promote your brand positioning.
- Although this tip is tougher, don’t rule out opportunities for getting press attention for the brand positioning. This could be done through professional associations and industry associations or civic organizations in your region. Occasionally, general or business press will publish the news if your firm is a larger employer in the region. Be prepared with a release and talking points.
There are many more aspects to your brand positioning after the messaging and visual design are complete. Even if you have already created your brand, it’s not too late to put a strategy in place to reinforce it to your team internally, clients and prospects.
Not sure where to start? Get support for brand positioning and rolling out your brand.