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The Customer is not a Moron; She is your Wife – David Ogilvy

Do what you are good at and leave the marketing and branding to the experts. Address these three critical levels in your branding approach.

Most businesses are quick to rebrand when they hit a rough patch. Unfortunately, this typically happens when business owners place less emphasis on the actual value of branding and do not hire professionals, sometimes forgetting that a brand is more than a company name, logo, tagline, or ad creative. And in most cases, starting over may cost more than getting it right the first time.

The marketing world is plagued with failed rebranding initiatives, illustrating the genuine need for a well-guided strategy from a branding and marketing firm with experience in getting it right the first time.

More importantly, a company doesn’t own a brand. It’s the consumers who do. So giving a brand a new coat of paint (or dressing it in sheep’s clothing) won’t change consumers’ feelings and expectations of a brand if it fails to deliver on these three key levels:

Brand Visuals

This is the design behind things like your brand logo and website.

Brand Messaging

Now that you’ve caught their attention, it’s time to know what to say. Brand messaging is how you communicate your message to your target audience (think headlines, taglines, and copy).

Brand strategy

Essentially the ‘heart and soul’ of your brand. Brand positioning involves carefully crafted brand strategy to align with your business plan and goals.
More often than expected, not taking branding seriously is one of the biggest mistakes businesses make.

And remember, when it comes to branding, there are no hard and fast rules about which agency or marketing firm to choose. Instead, ensure that whomever you select is appropriate for your business’s growth stage.