What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn how to rebrand your business like a pro brand strategist so
you can finally close the chapter on the budget brand that's holding you back and start showing
up like the brand you want to be but more importantly the brand your customers want
now if you're new to the channel and you want to build brands that go beyond those visuals using
strategy psychology and creative thinking then you're in the right place hit that subscribe
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to fast track your results make sure you grab the pro brand strategy blueprint it's a free download
the link is in the description now rebranding as a term as a discipline it's something that's close
to my heart because i've spoken with hundreds of entrepreneurs over the years and it seems to me
that there's this unspoken rule that entrepreneurs need to put themselves through it's like a trail
of pain that they all go on that goes something along the lines of go get yourself a logo go get
yourself a website and some social pages and then a handful of tactics and go market your brand but
that always ends in tears because if they follow this path then they don't actually have a brand
to go out and market themselves all they have is a logo on a website and some social pages
which is not a brand so i have seen many cases of rebranding over the years because entrepreneurs
have followed this trail so what is rebranding well it's the redevelopment of a brand from
its old stage and its old form to its new form now there are many different ways and many different
levels of rebranding but let's say for example that there is a complete rebrand needed well that
would consider everything from the internal brand to the positioning of the brand the personality
that the brand might use the key messages and the messaging strategy the storytelling the visual
identity any kind of collateral that might be needed including the website the social pages any
kind of physical collateral like business cards or brochures all of this is covered within rebranding
and it all aims to refocus the brand so that they can connect better with their intended audience
so what about the cost is rebranding expensive well the answer to that question really depends
on the brand that the rebrand is starting from now if you consider a business that just has a logo
and just has a website well then it's not really a rebranding exercise because a brand does not exist
unless it has a position in the marketplace if it has a method behind the messaging if it has
a personality or key messages designed to shape the mind of the audience this is what a real brand
entails so if you're starting from a business that has a logo and a website it's really
a branding exercise not a rebranding exercise another factor to consider when it comes to cost
is what kind of collateral is needed what kind of deliverables are needed if you have a brand
that has a fleet of vehicles or it has physical shops that need to be redesigned well then the
cost is going to be a lot higher than if you're dealing with an online business but again thinking
about cost if you have a business or if you're dealing with a business that has just a logo and a
website well the cost to a business like that not rebranding is far higher than the cost would be
for a rebranding exercise so there are many different factors to consider when it comes to
the cost of rebranding so what makes a successful rebrand well the success here is dependent on
having the right strategy the right strategy needs to consider exactly who the audience is
and the competitors already playing in that market landscape before a unique position
is identified and once that unique position is identified the rest of the brand is built there
from there in terms of the personality and the human brand persona that it's going to
use in terms of its marketing strategy and its communication strategy what kind of key messages
are going to be used what kind of storytelling is going to be used now notice i've not mentioned
anything about logos or websites to that point but if the strategy is right then all of those things
simply fall into place so how do you identify the need for a rebrand well before we jump into the
five different conditions that i'll give you to identify the need for a rebrand if you've
gone out initially with your business and you've gone bottom drawer with your with your services
in terms of the design the logo that you've gotten the website that you've gotten well then it's it's
a no-brainer you don't have a brand you need to rebrand you need to actually build a brand
for your business so that you can connect that business and give your audience a reason to choose
your brand over your competitors but let's get a little bit more specific with that and jump into
the five signs that you need a rebrand number one the internal brand and the external brand
are not aligned now the reality is most brands and most businesses aren't built with any kind
of brand strategy that's just the cold hard reality of it and many that do approach strategy
from a surface level view really approach strategy from a statement point of view so they'll grab a
handful of statements and they'll put together their purpose their vision their mission and
their values and these statements tend to go in a bottom drawer they don't really dictate anything
about the brand how the brand communicates and the messaging that goes into a brand communication so
if there is no sign that the internal brand exists in the external brand then that needs a refresh
number two the target market is undefined now the case of an undefined target market this might be
because of the way the brand was built initially there wasn't a very defined target market for the
brand to follow or for the brand to really hone in on in terms of its messaging or the business
might have pivoted they might have started with a very clear idea of who the target market was
and they've pivoted their business and now they have different products different services
and their target market is not really aligned with the products and services that they now have and
that's something that the brand needs to look at but either way if you don't have a brand that is
really focused in on exactly who the audience is then everything else within the brand is going to
be misaligned the position that you want to own in the market the messaging that you're using all
of that is going to be misaligned because it's not focused on who the target market is so you really
need to have a crystal clear and 10 000 foot view on exactly who that target market is and get
to know them intimately number three the market position is not unique enough now many businesses
are branded with the idea that the brand needs to look good so that they can stand out from
the competition and look visually appealing but in reality nobody makes buying decisions based on
a visual identity now maybe some designers do from time to time they like a visual identity and
they'll buy a brand because it just looks great but most consumers don't do that you need to give
the consumer a reason to turn towards your brand and that reason is the unique position that you
take in the market that is your differentiation strategy and what makes you different from all
of your other competitors if you are in the market or if you're dealing with a brand that is in the
market and they don't have a differentiation strategy then they are not standing out they
are not branding that is the fundamentals that is 101 of branding you need to have a unique position
in the market or you're not giving your audience a reason to turn towards your brand number four the
messaging strategy is fuzzy now if you're going to give your audience a reason to turn towards
your brand then you need to make it crystal clear to them as to what that reason is and you need to
follow that up with a way that they're going to resonate with your brand now that comes through in
the personality that you use in the tone of voice that you use in the language profile that you use
and all of this stems from knowing exactly who your audience is so a big part of brand strategy
yes the fundamentals of brand strategy brand strategy 101 is about that position that you
take in the market is about that differentiation strategy but your communication from that point
is what links up the two it links up the unique position that you take in the market
with your audience it is that bridge that allows them to come over to your brand and communicate
everything that your brand is about so if you do not have a unique position in the market then
you definitely don't have an effective messaging strategy so take the time once you've identified
that position in the market to identify your unique messaging strategy and make sure that
your audience knows exactly why they should turn towards your brand and number five your visual
brand is outdated now this is the number one reason that any entrepreneur or business owner
would even consider a rebrand and it is an opportunity if you are a brand strategist
or a professional brand builder to go in there and completely overhaul the brand with a brand
strategy and a positioning strategy a messaging strategy if they come to you looking for a visual
redesign because they know that their brand is not well represented visually
in the marketplace and look these are just table stakes this is the bare minimum of branding if
you think about going for a job interview at the bare minimum you need to turn up in a presentable
way if you turn up in a pair of sweats and a pair of trainers it does not matter how good you are
it does not matter how many skills you have what potential you have you are not getting
that job if you turn up in sweats and a pair of trainers and it's the exact same with a brand at
a bare minimum your brand needs to look good is it going to get you the job no not necessarily these
are just table stakes once you have a seat at the table and you have that opportunity to tell them
why your brand is so good or why they should turn towards your brand that is when you really land on
the map that is really when you land in the mind of your audience so really having that visual
identity that is presentable is just table stakes but as a professional brand builder
is your opportunity to get in there and really rebuild that brand from scratch
now look in my personal opinion probably over 50 percent of the world's brands need a rebrand why
because there's an absolute lack of education and a lack of understanding about what real branding
is in the market the majority of business owners the majority of entrepreneurs believe that they
need a logo and a website and that's what they go out there and get so most businesses are walking
around believing that they have a brand when they don't and if you have the opportunity to sit down
in front of a business owner like that or if you are a business owner like that then you need
to understand that your beautiful logo or your beautiful website is not going to convert your
clients it's not going to turn cold leads into happy customers that is what your unique position
in the market will do that is what your personality and your key messages will help
to achieve those key messages will help to shape the mind of your audience into the image that you
want them to have about your brand that is what branding is all about it's not about those visuals
it's not about the logo or the website it's about the strategy it's about the messaging and at the
end of the day it's about bringing a business and a person closer together so if you have the
opportunity to sit down in front of a business like that if you have the opportunity to offer
some advice to somebody in that position well then let them know if you want to build a successful
business if you want to build a successful brand it's about knowing who your customer is knowing
what they want and bringing your brand and that person closer together but i would love to hand
it back over to you what is your experience when it comes to rebranding do you have
many potential clients coming to you looking for a rebrand or coming to you having gone through that
same old trail that those entrepreneurs go through getting themselves a logo and a website and going
into the market and not achieving the results that they were hoping to achieve or do you have any
challenges when it comes to the rebranding process are you trying to offer rebranding services and
are you struggling to put together processes for yourself i'd love to hear from you in the
comments below if you like this video please give it a thumbs up hit that subscribe button
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for that list as well and there are plenty of resources on there for you to download
including the pro brand strategy blueprint as i've mentioned before but as i said i would love
to hand it back over to you i'd love to hear about your challenges about your experiences i'll do my
best to answer all of those until next time brian like a master and i'll see you in the next video
you