Need a Jumpstart on Your Business?
Intro by Skip Cohen
It's Spring and along with seasonality in the demand for photography, it's also a time when many of you are still thinking about what you need to do to jumpstart your business. If you're doing it right, that often means rebranding. Ten years ago I shared this guest post by Leslie Hargenrader who at the time was the Creative Services Manager at one of my favorite companies, Photodex. Sadly Photodex closed their doors many years ago, but that doesn't take away from the wisdom of this post.
And the illustration above is one of my favorites. While I've used it for other posts - if a picture's worth a thousand words, then this one is well over that!
If you’re thinking about a rebrand —chances are good that you’re looking for a change in how your business (or product) is performing. The whole purpose of a rebrand is to achieve a specific business objective by altering the perceptions of your company or product. To do so, you must address the individual elements that make up the brand’s identity, controlling how it looks and feels to the world.
Why rebrand? A successful rebrand has many benefits. Not only should it help you stand apart from your competition, it should also make it easier to attract new customers who may not have considered your offerings before. It can also help certain problem areas, like closing the disparity between what you think you should be able to charge, vs. what customers think your services are worth.
A rebrand is not the solution to everything but it has the potential to breathe life and energy into a stale or uninspired business rut.
Rebrands vary in scope. For some companies, a rebrand involves a somewhat minor, cosmetic makeover of identity elements, such as logo, tagline, and brand color(s). In other cases, the rebrand is major and part of a bigger fundamental shift in a company’s ideology and direction. The rebrand may influence product design, production practices, customer policies and marketing strategy.
No matter how big or small the change is that you seek, a successful rebrand involves two things: Making informed choices for your rebrand based on research & experience (not just gut feelings & emotions), and consistent implementation of your new brand elements.
Here are 10 tips to keep your rebrand on track and implemented successfully:
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Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.