Staying true to your roots while discovering something new
You know your brand, but understanding what best presents your brand to your audience can be challenging. When you are creating a video strategy for rebranding, or even just general branding, there is a lot of necessary reflection involved to properly portray your brand’s mission and the story behind it.
There are plenty of reasons why a brand may need a bit of sprucing up. Perhaps the current design needs to be modernized or the original vision needs to be revised. Or maybe it is something as technical as a new name change. Whatever it may be, there are a few things to consider when creating a strategy for your brand to get to know it a little better.
- What was your original mission and does the current brand reflect that?
Take some time to reflect on why you exist in the first place. Was your mission to help others by providing a specific product or service? Was it to serve your community? Maybe it was as simple as bringing a little joy into people’s everyday lives. Once you’ve nailed down the why, ask yourself if the brand is still serving that mission. If you are, that’s great! But, it’s also fine if that mission has changed. Sometimes we start things without a specific mission and we find it as we continue on our journeys. That’s okay too. But to move forward with our missions, we need to consider the original purpose as we reassess where we’re going today.
- Has your brand audience changed?
As our brands shift and missions evolve, our audience may as well. Audiences can expand, grow more niche, or diversify. Understanding exactly who is looking at your brand will help you better tailor it to them.
When it comes to your audience, understanding the type of content they’d like to see from you is important as well. If your company is more tech-driven, how could your story relate more to them on a personal level beyond all the numbers? And if you’re already focused on the personal side, are there any specific analytics that your audience may be interested in?
- Is this more than just differentiating yourself from similar brands?
We want our audiences to understand what is so special about us. We don’t want to just be different… We want to be ourselves. It’s not only about being unique, it’s also about telling your brand’s story.
We want to feel a connection with the brands that we choose to have around us. To the consumer or client, your brand is more than a product or service, it is something they are inviting into their lives. It’s not just about knowing why you’re different. It’s also about knowing how you got there and why you’re passionate about what you do.
Being able to answer these questions about your brand by considering your past and what you’d like to see your brand become in the future is essential to a successful rebrand and just branding in general. At Made By Things, we offer a service to our clients called “Discovery”. We go with you on the journey of better understanding your brand by asking questions about your company, your goals, and your current efforts. Then we make personal, informed recommendations.
Branding doesn’t need to be hard, especially when you are already supporting something you feel passionate about. Companies are living organisms constantly evolving, so it makes sense that our brands will as well. It all just comes down to understanding who we were, who we are, and who we want to be.
