Your brand identity is the face of your company. Rebranding is inevitable as technology continues to evolve. With the user experience at the heart of web engagement and conversions, business owners need to prioritize creative design.
While search optimization is a vital part of drawing eyes to your website, the aesthetic aspect is what captures their interest to learn more about your brand.
Follow these three strategies for rebranding in 2018:
Rebranding for Growth
You need to know what it takes to create an emotional impact on your target audience. It is no longer enough to assume what is enjoyable for users.
Competitive analysis will refine your vision of what it takes to position yourself as an authoritative source. Your brand identity creates the traction needed to move your brand forward.
Why Does Rebranding Matter?
So why is rebranding important for your brand identity?
Inconsistent or Stagnant Experience
You are seeing high bounce rates or users don’t seem to be engaging with your brand. Maybe you’ve hit a creative design plateau and aren’t seeing the growth you’d imagined.
Relevance in an Evolving Environment
Your competition is growing. New offerings attract new prospects away from your business. Rebranding feels like the only hope left, but you have no clue where to start.
Changes in Consumer Behavior
Competitors are increasing their market share. They take advantage of rapid changes in technology and brand awareness, while you are left to piece together your reputation.
Consistent Brand Experience
You want your Web site to be a memorable experience. Chances are people won’t remember your brand, if you don’t deliver appealing fonts, colors and imagery.
Creative design from a visually pleasing standpoint is a good place to start.
But your rebranding efforts truly need to be centered around how the experience will drive engagement.
It’s about by recognized by nuances in shade or tone or the exciting sensations that your business exudes. It’s the visual identity that seeps into the subconscious layer of what your business represents.
Seek out feedback from your customers on your logo and graphics to capture the feelings from your current design. To inspire conversions, your brand identity should be immediately recognizable. This means that you’ve researched your target audience and competitors and defined your ticket to success.
Rejuvenation of Marketing Assets
We recently wrapped up a big graphic design project with the pasta leader, Barilla. We created 15 recipe builder infographics of various cuisines for their sister company, Passion for Pasta.
During this process we came to learn a lot about a lot of different cuisines, cultural tastes and new types of foods and flavors we never knew about. For instance, the fruit calamansi is basically the lime of the Philippines and that in Japanese culture, sticking chopsticks in any food is considered rude and can also signify death.
Part of the beauty in working with various types of clients is getting to learn about their industry, working together with industry experts and simply becoming more well-rounded!
It also doesn’t hurt that we can print these out and create hundreds of different dishes of various cuisines — a sort of DIY cookbook, not too shabby!
Head here to get the downloadable PDF’s of your favorite recipe builder infographics, or try something new to tantalize your tastebuds!
Buon appetito a tutti!