In my real life, I engineer content – strategically – in order to create awareness for a brand or a brand’s endeavour. I work with companies to map out their journey by getting their widget and their message out in front of the crowd to help them take critical steps towards their success.
So, I wanted to take a minute and talk about branding, brand awareness, and the eventual need to rebrand. It’s a big cycle with no clear schedule that eventually charts a course that keeps your brand going.
Now there’s a million people out there writing about what I am about to write about – so keep in mind that this is just one opinion, based off of years of marketing, anticipating the changes, and adapting. I am by no means an expert – I just have experience.
Alright, this is going to go quick – buckle up:
BRANDING Right off the bat: you cannot be successful if your brand isn’t an extension of your ethos. There is no “fake it until you make it” equation in the marketing world. You’re either it, or you’re not. And if you’re trying to be it – and you’re not really it – the clock is ticking on your brand.
I’m not going to get into the specifics of building your brand here, but introducing your brand and creating that first impression – is actually really easy. You need to find where you fit in, and find a place to set up shop and share your dream. As long as you’re authentic and you keep pushing the envelope – staying in front of people – in their feeds and in their faces – you’re going to get where you want to be.
How do you do that? Brand Awareness.
BRAND AWARENESS We are living in the right time – in modern times – for creating awareness for your brand. Social Media has allowed for the development and growth of many new and interesting brands – most of whom are selling similar ideas. The downfall to that is that you NEED social media to be a success. So, if you’re not into social media, find someone who is and get them on your team.
That said, there’s a lot to say about good, old fashioned, boots on the ground marketing – hitting up trade shows, seminars, markets, colleges and the parking lot at your local liquor store can all be avenues that help you cement your foundation. Then, when you couple the power of platforms like Facebook, Instagram, Twitter, and LinkedIn with that kind of grassroots marketing – you can’t fail (if you have a good product and you believe in it).
However, everything plateaus. It could happen in a year, or it can happen in a decade, but eventually your brand will become commonplace and you’ll need to jumpstart your viability.
That’s when you rebrand.
REBRANDING When you set out to create a brand, you’re on a path – you have a mission to sell something, physically or allegorically – and it’s an extension of your mindset. However, over time, as you get a feel for your audience and clientele, there may be a shift in your approach – or a broadening of your scope – and it will only be to your benefit to address that evolution.
Rebranding can be both inward facing and outward facing. It can be a seamless change or it can be a big todo – but the wonderful thing about taking this kind of leap is that it is an opportunity that allows you to share or reshare your mission statement: your brand and why it exists.
Rebranding gets you out in front of people and amplifies your relevance by reminding people that you’re out here.
Rebranding also opens the door to new audiences who may not have heard of you before. Some people do this through a logo and a major social media campaign – but it’s also the perfect time to update and modify your mission statement – if need be.
Either way, you’re creating awareness through modification and that, my friends, is organic growth. You’re guaranteed to see a spike in your success – after that, it’s up to you to figure out how to maintain it.
That was awesome – I just shotgunned out that brain dump – actually as a preparation for an upcoming meeting. Literally – while eating lunch and making sure my kids are doing their schoolwork.
There’s a bunch of stuff I can go into depth on, and if you reach out – I gladly will. But for now, I think this summarizes the life cycle of a brand, any brand, anywhere.
It’s all about moving forward and staying in focus out there. If you’ve got an idea, chances are there’s something that resembles it already out there. Flipside to that is your idea may already be on the market and someone else will come up with something similar to it. You have to keep moving the pin to stay relative.
If you want to see your dream come true, you just need to pay attention.
Know your market.
Know your audience.
Keep your eye out for anything that makes your heart beat faster.
Don’t be afraid to upset the apple cart to send your dream into orbit.