Is your organisation in need of a “new look”? Are you looking to update your marketing communications? Branding should be an important part of your considerations.
Often misused and misunderstood, branding is “the idea or image people have in mind when thinking about your specific products services and organisation”.
Thrive Marketing has long been one of the business park’s successful creative and marketing agencies, and director Johnny Woods (pictured above) is hoping to remind Aycliffe Business Park residents of the importance of getting your rebrand right first time.
Johnny said: “Making the decision to undergo a rebrand is a huge decision for any organisation – there is a lot of emotional and financial investment, as well as time and effort – and it’s crucial to get it right.
“Otherwise it can have a detrimental effect on budgets, relationships and ultimately, the opportunities for success.”
One of Thrive Marketing’s recent rebrand projects was Aycliffe Business Park, which included a new website, allowing residents to get more involved in the park’s development than ever before.
Johnny adds: “We’ve carried out many rebrands for existing businesses and new branding projects for start-ups, so we appreciate that the process is challenging – but it is incredibly rewarding for all involved.”
With this in mind, Thrive Marketing is offering free consultations for any business on the park that hopes to undergo a branding or rebranding project.
To help you get started with such a project, the agency offers the following guidance:
Have a goal: Where is your current brand letting you down? Is it mismatched with your current messaging/services? Does it mean nothing to your customers? Your brand should:
• Speak to a wider audience
• Communicate your services better
• Be relevant in the digital age
The importance of a name: Businesses that are just getting started get caught up in naming their business. It’s crucial to get it right. More so, if you’re renaming your organisation to adapt with the times. Initials and location and family names are all popular options, but not always the right way to go…
• Is it memorable and easy to spell?
• Is it specific and does what it says on the tin?
• Can you purchase the name for a web address?
• Does it sound good?
Think outside the box – and logo! Your brand isn’t just a logo – although it’s often the centrepiece. Consider fonts, colours, photography styles and tone of voice. Are you a creative or formal organisation? Does your work require you to be neutral or can you be a bit ‘whacky’? Your brand should encompass everything that makes you, you!
Share your story: People don’t often buy ‘what’, they buy ‘why’. Why did you start your organisation? Why do you get up and go to work each morning? Your brand should be able to tell this important story. It should be born out of this story – and every customer-facing person in your organisation should know it as well as you do.
Most importantly? Thrive recommends you review your branding and marketing regularly, to ensure it is still keeping pace with the advancements in modern technology and digital marketing.
Johnny adds: “A regular branding analysis allows you to also review the rest of your marketing activities and sales processes – which can often get left behind as focus remains on meeting targets and exceeding deadlines.
“But by reviewing your marketing, brand and sales process you can have a positive effect on those targets and sales, whilst streamlining your efforts.”
Thrive Marketing is based at Xcel Centre, on Aycliffe Business Park and is offering any businesses the chance to discuss their marketing and brand challenges, in a free consultation. To arrange, please call 01325 778 786 or email [email protected].
