Many business owners believe a “brand” is simply the company’s name and logo. While name and logo are key ambassadors for a brand, other characteristics are equally important. Your company’s brand encompasses the full experience your customers and prospects have with your product or service. A good brand communicates what your business does and how it does it. It establishes trust and credibility. And most of all, it evolves over time. In the past year, we have had many conversations with both new and well-established businesses wondering if current economic strains warrant rebranding or changing direction. So, why should your company consider rebranding? Every situation is different, but here are a few indicators to consider.
You Experience Consistently Flat or Declining Numbers
Content marketing aims to build trust in potential and current customers, bring more qualified prospects to your website, and increase sales. If your business isn’t receiving the benefits of well-developed content, you’ll know a change is necessary. Take a look at your data, as numbers will always tell the truth. If you see one or more of the following issues below, you will likely benefit from a change in direction.
- Pageviews are consistently declining.
- Your revenue is going down despite consistent promotion.
- People are spending less time on your website.
- Page viewers aren’t qualified prospects.
Your Search Results are Dropping Off
People often find businesses and services online, making it a top priority for companies to have their name right up there in the results. According to Forbes, Internet usage is at an all-time high, as 97% of consumers use the web to search for local businesses. So, if your business was once ranking high in the search results and over time you’ve dropped out of the first few results, you’re likely in dire need of an SEO update.
The purpose of SEO is to ensure your website can be found by search engines and listed within their organic search results. Why’s it so important? 89% of consumers use search engines to research a product, service, or business before making a purchase decision. In the digital world, strategies and tactics are ever evolving. That’s why your business must stay up to date on the latest SEO tactics; otherwise, you could risk losing to competitors who have risen to the top of the search results.
Your Site Attracts Qualified Visitors but Not Paying Customers
No matter the size of your business, you need to have a well-designed website. Your website must contain the right information that current and potential consumers will be looking for. Without these details, your business risks losing potential customers who cannot find what they are looking for.
To turn qualified visitors into paying customers, you must build a strong brand image. According to Forbes, “Consumers who feel a higher brand connection are 60% more likely to consider, purchase, or even pay a premium compared to a low brand connection with competitors.” Recreating a strong brand is a key step when separating yourself from the competition. Customers will be drawn to the way you present yourself, the language you use, and your business’s beliefs and principles. In the words of Simon Sinek, people don’t buy what you do, they buy why you do it.
You’re Not Growing Your Social Media Presence
Social media is another crucial aspect of your brand’s online presence as it allows you to generate additional revenue while building customer loyalty. Social media enables potential and current customers to easily interact with your brand via channels they are active on every day.
While not all social media platforms are for every business, it is vital to figure out where most of your customer base spends their time. This will allow you to focus on the type of content you should be sharing with your audience. From Facebook and Instagram to Twitter, LinkedIn, and Pinterest—these platforms are designed to connect people with similar interests. Revamp your social media strategies and find the right niche to keep your social media presence growing.
Most businesses recognize the value of branding, but what about when it is time to take a new direction? That’s what we’re here for. At GriffinWink, we have the tools and resources to ensure your brand develops the voice it needs to turn declining numbers into continued success. For more information on our services or to check out our previous work, visit our website!