22: Brand Identity for 2016: Time for Re-evaluation

Social Media crowdsourcing at its finest. Help support the Brand Boost Podcast here --> patreon.com/brandboost Brand Identity It's already 2016... well, almost 2016. Less than two weeks away and a new year will bring new business challenges and new solutions. With that, it is time to figure out your brand identity too. With each passing year comes a natural desire for brands to evolve, to push themselves further and to plot the best path forward. Let’s face it: there’s a ton of pressure involved, too. Several major players – including Google, IHOP, Facebook and Spotify – opted for logo makeovers during the past 12 months, all of which were met with a mixed bag of praise on social media. Then again, other companies have found a fine balance between their tried and tested formulas and a willingness and enthusiasm to expand creatively. That’s what’s so impressive about Blue Moon’s upcoming rebrand, recently covered in AdAge and set to be unveiled during the spring of 2016. The cosmetic changes ahead are a simple way for the award-winning brewery to acknowledge its customers and take its business to the next level. The allure of new packaging may seem fairly simple and lusterless, however, consumers are open to and often excited when such changes occur. So with January fast approaching, where’s your head at? Are you happy with your brand identity and the way it is positioned in the market? Do you need a new look or direction, but find yourself struggling to build a plan? Could there be a better way to tell your story? Whether you’re nodding your head and eager to get started or just beginning to entertain the idea of a rebrand, Fifty 2 Creative believes there is a process you can trust to help you achieve your intended results. By maintaining the integrity of your story, creating advocacy through engagement and trusting proven yet customized strategies, you can positively influence the evolution of your brand. And of course, Fifty 2 Creative is here to help. RESPECTING YOUR ROOTS Far too often we see brands go way outside the lines when they consider an overhaul of their logo, website or social strategy. We’re convinced that remaining true to who you are as a company is a must while considering revisions of any sort. When sales aren’t where you feel they should be or your marketing campaigns don’t resonate with consumers, the natural instinct is to reverse course and make sweeping changes. Unfortunately, this can result in a disconnect with your biggest advocates and maybe worse, usher in a weak chapter in your brand’s overall story. What you need to avoid at all costs is alarming your customers: for instance, a logo change can equate to a brand’s products/services changing too. And that’s not necessarily the message you want to send, is it? Spend some time focusing on what it is about your brand that customers appreciate, the things that keep them coming back for more. By tapping into the elements of your brand that unites people in their support of your products/services, your new direction is going to remain relevant with customers and set you up for future success. There’s a reason that human beings stick to what they know. Being comfortable with a brand, counting on a certain level of quality and consistency from a specific organization… these are all imperative while you’re considering ways to evolve. Straying too far from what your customers have come to understand and love about you not only weakens the work that’s been done already, but creates confusion and needless uncertainty. ENGAGING YOUR COMMUNITY Believe it or