Rebranding, done badly focuses on creating a new logo and a prettier website. This is a waste of time if your proposition isn’t reviewed, and your messaging sharpened.
Rebranding done well will improve your sales by redefining what you are as a company by listening to the market and your clients.
The Rebranding Workshop template here takes your team through the main steps in the rebranding exercise. However, it is very much worth having an external expert involved, especially when seeking to collect data from clients and facilitating the workshop.
Your brand should bring together your culture, your strategic positioning, and your unique value proposition. If these points are inconsistent, either your employees or your clients are going to be disappointed. If you don’t have an innovative culture, you can’t deliver innovative services. The same is true of quality, agility, fun, value, cheapness, and any other adjective you might aim for.
Brand storytelling goes beyond selling your services. It’s about your fundamental purpose – your WHY. This guide presents a simplified way to narrate your brand story and distinguish your consultancy.
In the best consultancies, the culture, values, and strategy align with the brand, creating a consistent, honest, and unique identity. If your brand promotes work-life balance, ensure your business model supports it. Similarly, your business ethics should reflect your actions.
Your brand story is your WHY. It digs deeper than just what you do; it’s about your beliefs and how you make your audience feel. This is especially vital for small firms that need to build loyalty with hard work.
Branding isn’t just a fancy term; it holds 80% of a company’s value. However, it doesn’t replace hard work, innovation, or strong leadership. It’s not a cover for flaws but an amplifier of strengths.
Rebranding, prompted by strategic shifts or additional funds, is an investment. It involves market research, re-positioning, re-crafting messaging, and potentially, a new marketing strategy and brand style guidelines. Despite the expense, its dividends can be significant.
A brand story narrates why your unique firm exists and how its origin fuels your present mission. Like a magnet, it should attract an audience with similar interests and values, because ‘fit’ is often more influential than ‘price.’
Having a brand story sets you apart emotionally from your competitors. It can increase customer spending and loyalty. Three components of a compelling brand story are:
- A Defined Vision: Your brand story needs a clear mission expressing your purpose and values. Decide on your brand’s persona and craft your story to appeal to your specific audience.
- Personal Touch: Engage your clients emotionally with stories of overcoming challenges and insights gained. Remember, the end of your story is your unique selling proposition.
- Solution-oriented: Highlight how your business solves specific problems and provide examples of your successes. This will instill trust and respect in your clients.
Your consultancy will thrive not just through competence, but through a strong brand story that inspires trust and passion. Be honest, stand out, and direct your consultancy towards success.
Done well, this experience will challenge you and the way you think about your firm. It needn’t cost the earth, but it is one of the best investments you will make.
