AUTHOR: Art Madness
POSTED ON: April 15, 2020
Change is the only constant and that’s the reason every brand needs a fresh look and a unique strategy at some point. At Art Madness we have years of practice and skills to create a perfect and fresh branding strategy to improve and modify your brand. Read our insights below that how branding and rebranding can impact your business.
There’s many ways to say the same thing.
Apples are red.
All apples are not green.
We think it’s important to add value to your apple experiences. Therefore we made them more red.
You get the drift. The way you say or do anything is the way you do everything. It’s not something you say to just corporations and business organizations, it’s something that you must feel on a personal and individual level.
Branding is how people distinctively perceive you. It’s everything that goes on in their mind when they see or hear your name.
Today, identity goes deeper than what name, age and address it says on your driver’s license. It’s what you stand for, what you believe in and how you go about communicating that promise, with consistency.
Some of the biggest brands have perfected the art, some better than others. Just Do It will live forever. It just will. It took Nike three words to say what they mean, and they have stuck by them. Love Sex is another classic in the making, from Durex. No other brand comes to mind when you hear those words. And nothing else will.
It is remarkable how just some words can make such a powerful impact in the minds of consumers. Think Different is an old campaign line used by Apple. It doesn’t seem to go away, even if the brand itself doesn’t use this line anymore.
But branding isn’t just about some words plastered on a wall that makes passers by read them and say “Whoaaa”. It’s deeper than that. There will often be layers and layers of research behind it.
Who are we talking to?
This is where we start, always. Not every product or service is meant for everyone. It’s great when everyone wants it, but there is always a core group of prospective customers. These are identified by their age, gender, where they live, their jobs, their salaries, who they live with, their habits and lifestyle.
These parameters help us arrive at the target audience, the people who we talk to and who look for branding and rebranding.
Everyone buys potatoes. But not everyone buys a smartphone that features innovative technology which comes at a premium. The idea is to present value that is relevant to our target audience. Some people love taking selfies. Others enjoy gaming and music. The idea is to reveal the Reason To Believe that the product or service you’re selling is of great benefit to your audience.
Remember the significance of words that make people go “Whoaaa”? When you understand your target audience, writing or designing for them is not that difficult. Focus on the trends they are surrounded by, their interests, and anything trivial from their world. Millennials, Gen Z natives all have certain habits and trends they look out for. Infiltrating into these spaces makes brands relevant to their lives. This also transmits into the tone of voice for your copy, design and helps establish a communication strategy.
Art imitates life. And sometimes vice versa. While brands aim to market on culture and current affairs of the world, very seldom, they can create content like a tagline, ad film, or even imagery that can disrupt the way we see content. “Got Milk?” was one such campaign, and Budweiser’s “Wassup” ad film will always be the benchmark of how creating something different yet relevant can benefit a brand.
The purpose of creating something like this is to have a voice, which people pay attention to. When Kylie Jenner tweeted that she doesn’t use Snapchat anymore in 2018, shares of the app lost 6.1% in market value, around $1.3 billion. That’s how her brand could influence stock market price of another brand.
If you don’t like what’s being talked about, change the conversation. And if you have something to say that goes with your promise, shout it from the top of a mountain (although it is best advised to stay home and find other means to say it). The power to influence consumer behaviour is not easily found, but with great consistency and efforts to organize your business around your promise, anyone can become a brand. The difficult part is to find what makes you different and more authentic. Trust is a big asset, which can take brands to different heights.
Finding this difference which can be built into a promise is also essential for rebranding. Remember, find your truth and change the conversation around it. Stay committed to your promise and build value for consumers. And hopefully then, you’ll find a new and better way to talk about your red apples.