Shop Talk

Ask the experts: Freshen up messaging with rebranding

Bev Murray
Bev Murray

People often think that branding refers to the website, design, logo or even color scheme. But, in fact, branding is the overall message that a business communicates to customers through every interaction: website, advertising, social media, telephone calls or using the product.

Rebranding is a time consuming and challenging process. However, sometimes a business doesn’t need an entire rebranding effort, just a refresh of current aspects. Bev Murray, CEO and founder of R + M Agency in Cary, said owners rebrand when they want to more effectively communicate their promise to customers or to refine or reinvigorate their message.

Refreshing allows you to renew a sense of pride in current customers, spark interest with new prospects and help your employees understand what your brand is really about, McMurray said.

Here are five things for owners to consider when refreshing their brand:

▪ Positioning and messaging: Is it connecting with customers and employees? Can the owner, employees and customers clearly communicate how the company is different, and why it matters? Owners should determine changes to their underlying message that will increase customers’ understanding of the company’s core products and services.

▪ Color palette: What is the company emphasizing? Does it best represent the brand personality? Owners should consider adding a new color to the mix or de-emphasize an existing color that will help them more effectively communicate the company’s message.

▪ Logo: Does it start or aid in the conversation the owner wants to have with customers? Owners should consider small refinements to improve legibility or emphasize a color. Sometimes a significant redesign of the logo is needed to more clearly communicate the company’s values.

▪ Customer interactions: Owners should look at all customer interactions and policies to make sure they support the company’s values and make changes to better communicate the message with every greeting, customer call and policy.

▪ Common mistakes: Rushing through the process. Not involving employees and customers. Losing current connections with customers.

Find Jennifer Gregory online at