9 Points To Help Deliver a Successful Rebrand

It can often be difficult to maintain a brand that remains fresh and relevant for your target market. A strong brand has a clear identity, it has a personality to attract new business and a character to retain business. And a strong brand delivers a positive experience to be remembered.

With the mortgage market changing so much, with the needs of brokers and consumers changing, it is important to take a step back and ensure your brand is still relevant and fresh. Given market changes, a rebrand for many organisations may well now be appropriate. Indeed, we have seen some good examples take place already, but it is not a panacea for success. Therefore, if you're considering a rebrand for your own business, here are a few things to help. If you are not, you should still read this to ensure you don’t need to rebrand. In this article, we will discuss:

  1. Why rebrand in the first place?

  2. What is a rebrand?

  3. Brand v Branding

  4. Know Your Target Audience

  5. Know Your Why Point

  6. Strong Brands Can’t Be Copied

  7. Don’t Lose Sight As You Build It

  8. Think like a person

  9. Be Consistent. Relevant. Be Clear.

Why Rebrand In The First Place?

A good rebrand can successfully re-establish you in the market – or keep you established; it can give you stand out in a crowded market. But a rebrand needs a purpose. I have seen so many rebrands delivered for no particular reason other than subjectivity. If you think a rebrand is required, just answer the WHY question - why do you need to rebrand?

What is a Rebrand?

A rebrand is not just a change to the logo. A good rebrand has a goal and desired outcomes driving it. It will mean redefining your company's vision and values. It will mean refocusing on your proposition – do you have a value proposition – redefining your target market, understanding your target market better and rebuilding your brand identity, your brand personality and brand characteristics from the ground up.

Brand v Branding

A brand is everything you say and do. It is everything that your audience sees, hears and experiences. All these interactions help build up a set of brand perceptions, which will vary person to person. Everyone in your organisation is responsible for how your brand is perceived. Everyone. Branding is the outcome of researching, creating and applying distinctive features that your audience associates with your brand. Strong branding has insight at the heart and avoids subjectivity – it objective based on science. Top brands spend time and money getting their branding right – then saving more money by getting it right. Strong branding connects with your audience and WILL help increase market share – despite what the doubters believe. Strong branding gives your organisation an identity, a personality, character. It gives your audience something to relate to. And to connect with. Branding makes your business memorable – assuming you do it right of course.

Know Your Target Audience

If your brand doesn’t resonate with your audience, it won’t lead to awareness, recognition, salience, trust, resonance and increased profits.

You need effective market research, insights and customer immersion. You must understand to whom your branding will be speaking.

Know Your Why Point

Why is your organisation in existence? Why should someone choose you over your competitors? How do you want to be perceived? What is your positioning? You need to understand this so you can communicate it.

Have a vision. Have values. A value proposition statement. Then your branding can reflect all this.

Strong Brands Can’t Be Copied

You are not a monopoly. And your brand is the ONE thing that can’t be copied – because let’s be honest, there is a lot of copying in the mortgage market! Therefore, your brand must comprise of elements that are yours: your values, proposition and so on.

Don’t Lose Sight As You Build It When you get to the fun stuff, the visual creation of your brand, don’t lose sight of the WHY and all the things that define your brand. Refer back to these at all times to stay objective and to create something strategic and special.

Think Like A Person Think of your brand as a person to help build trust. Your brand should have an identity (who it is), personality (how it attracts), characteristics (how it retains) and experience (how it’s remembered). To help, think of your brand as a person and then having a conversation with your target audience. What would your brand sound like and how would your audience respond?

You want to define a brand voice that connects at an emotional level and resonates with your audience — otherwise, they will ignore it. Be Consistent. Relevant. Be Clear. The art of delivering a strong brand is based on relevance, clarity and consistency. Your brand must be relevant. Your brand messages relevant and avoid the “so what” response. Strong brands are delivered with clarity – your message is fully understood and believed. Strong brand have consistency across all channels and all areas of the business, And your message is clear and easy to understand.

Consistency = more effective spend of budget.

Are you ready to rebrand now?

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