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Rebranding your business

Rebranding your business

Monday, 15 January 2018

Rebranding your business

At Larking Gowen, we have recently undertaken a massive rebranding exercise. It has taken many months to put together and it has, no doubt, been a mammoth task for those involved. However, has it been worth it? Definitely!

The aim of a rebrand is to breathe new life into a business or product, but it has to be done with a real focus on strategy. A brand is made up of more than just a logo, so merely adopting a new logo does not constitute a rebrand. A brand is the sum of all the contact points with clients, potential clients, employees, and those who may wish to work for you in the future. These contact points can include, along with the logo; stationery, website, email message format, marketing materials, premises and even the ‘tone of voice’ you use to communicate with clients.

There are a number of reasons to consider a rebrand:

  • Growth, perhaps financial or into new markets;
  • Clearer messaging about your products and services;
  • Moving with the times;
  • Differentiate from competitors;
  • Technological advances;
  • A merger or take-over.

Do you consider that your business has a ‘brand’?

Small businesses face different challenges in developing or updating a brand. There are several elements of a brand that can be changed; these include the name, the logo, the legal name, and the visual identity. Changes made only to the logo have the lowest impact (called a logo-swap), and changes made to the name, legal name, and other identity elements will touch every part of the business. It’s important to weigh up the financial pros and cons. If engaging professional advice, it can be a costly exercise, but these people are experts in this area, and they can help to research your particular sector and gain valuable insight into your brand to help you decide what steps to take, so don’t be afraid to ask for help.

Creating a new brand

The best business names and logos have stories behind them. These stories help the branding to reflect who you are. Try focusing on what makes you unique and special to the customer.

When you create your brand, you want to be sure you launch it with a solid strategy in place. Customers don't usually care about logos or name changes; they care about whether or not the rebrand will make their experience with the business more positive.

Part of your rebrand could include launching some new tools or products at the same time. Technology is moving at a fast pace, so if you’re considering launching some new technology to keep up with or get ahead of the competition, consider how this works with your current brand or if you need to make some changes to get better engagement.

LG App

As part of our rebrand we’ve updated the Larking Gowen App. It’s free, and has some great tools on it useful for everyone, so why not try it out?

The app is available via the Larking Gowen website where you can follow the links through to the Apple Store or the Google Play Store! Have you recommended it to your clients?

Five reasons for you and your clients to download it:

Tax calculators - for a variety of taxes to allow you to calculate your liabilities based on a few initial pieces of data.

News & blogs - keep up to speed with instant access to our news and blog feeds to read on the move.

QuickBooks & Receipt Bank - access your QuickBooks online and Receipt Bank apps, allowing you to keep our all-in-one solution together.

Our portal - log in to our document portal directly to review and approve any documents which are sent to you.

Events - access our events calendar and see what Larking Gowen is up to.

As always, if you have any queries, you can contact me on 01473 833411 or peter.glading@larking-gowen.co.uk

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