Rebranding: The Message, The Look, The Medium
Reinvention – it’s often something people decide to do when reaching their breaking point or are bored with the same daily routines. Everyone who has undergone a reinvention knows that it doesn’t happen overnight. There are serious changes that need to be made in order to make new habits stick. This isn’t only true for personal reinvention, but also the reinvention of your company’s brand.
Similar to the way people feel when they’re stuck in a rut, you may also feel that what was once a brilliant business idea, just isn’t cutting it anymore. It’s at this moment, you and your colleagues agree: it’s time for a rebranding. At 3Seed we believe rebranding can be broken into three very important parts:
- The message – It’s not always about what’s on the outside. Your message matters too.
- The look – Create a great first impression. If you want to change the way people see your brand, you’re going to want to catch their attention in the right way.
- The medium – Consistency is key. Whether it’s social media, print advertising, or your website, you’ll want people to easily recognize your brand.
In this three part blog series we’ll start where it matters most – the message. Why the message? Because if you don’t know who your company is, and what your trying to accomplish, you won’t get very far. Consider these important things when creating a new message:
Who is your business targeting? Are you providing goods or services to men or women, a specific region, or a specific age range? Narrow down your audience by creating personas, which are real life examples of the people you are trying to engage. Check out this great article from Buffer on how to get started creating your personas.
Now that you’ve created your personas, review them, their situations, and their characteristics. Are they struggling with issues that are serious, or are they looking for a fun solution? Based on these factors, you should be able to decide if the tone of your message should be playful, or more serious.
Whether you’ve decided to be playful, or more serious in tone, it’s still important for your audience to understand what you’re expressing. Take it easy on the buzzwords and cool it with the acronyms. If your consumers need to look it up in Webster’s dictionary, it probably shouldn’t be a part of your message. Clarity, conciseness, and relevance are three things that make a up a good message. Lead with your strongest points first and the rest can follow.
Now that you’ve identified the best ways to start crafting your business’s messages, check back next week for more information about the second phase of rebranding – the look.