Ready to launch or relaunch your brand? Here’s how to weather the storm of an inconsistent branding journey.
There’s a branding journey that we have seen many times. It comes from the inevitable collision of circumstance and the best-laid plans of a growing business. Branding a business requires careful mapping and a brand strategy built on consumer data and company values. Plotting this course can feel like trying to navigate the Bermuda Triangle without a compass. Does this journey sound familiar to you?
When a business is just getting started, they know that they should get their website up as soon as possible so that their customers have a place to gather necessary details such as product specs, pricing, and contact info. This tends to happen right in the middle of the business’s ramp-up stage. The packaging is being sourced, shipping and trade agreements are being reviewed, and valuable team members are just starting to join the team. The first website is often built in a moment of immense busyness and within a time and budget restraint.
By this stage, a company has often crafted a logo and skeleton of its brand, and it’s enough to pull together the first version of the website. There’s nothing wrong with this decision. It is similar to the Lean Start-up Method or the Minimal Viable Product approach. The choice to set up a business’s tools, branding, and marketing in the most superficial fashion provides pertinent information so that employees may work and customers may shop.
As the team grows, branding and marketing are often taken off the founder, CEO, or manager’s docket and passed on to a new team member. There are plenty of bright university grads who know how to manage a company’s online tools and are familiar with the online user experience. Even if they are not hired for a full-time marketing role, these team members are often selected to run the online marketing strategy.
Now, with each new marketing captain that manages your brand, you’ll notice slight changes, adjustments, and even omissions. This is all well-intentioned as each new person works hard to prove their worth and apply what they know as best practices. With so many hands, hearts, and minds conceptualizing your branding strategy it’s inevitably going to stray from the original course. Resulting in a mish-mash of marketing efforts that are now inevitably floating amiss in the vast waters of the online marketing world.
If this branding journey reflects your company’s path, there’s still a way to turn the ship around. By refining and polishing your brand guidelines with a trusted marketing agency, your brand will no longer be susceptible to the changing tides. It will be housed safely with a team of professionals that can work as an extension of your crew. Any changing of the guard on your team will no longer mean a change to your brand. Your company’s mission and voice will stay consistent with each changing season, and your brand’s goals will always be the focus. Let Kihada Advertising steer you in the right direction. Let’s get started.
Bring your branding back to port.
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