Rebranding your business is a daunting task as there are just so many processes to consider. At Carl Designs, we have a formulaic approach to branding but also recognize that each business presents new puzzles to solve and different intricacies to work with. This means you receive custom analysis that is based off a proven approach, giving you the best of both worlds.
As mentioned before the first step we take is collecting all the information we can get our hands on regarding your brand and business. This can include reviews, interviews, online presence, customer outreach etc. We use that information to compare current perceptions of your brand to desired outcomes in order to make sure those two lines are as close as possible.
It’s obvious to look at external perceptions of your brand in order to determine where issues lie. Afterall, that is your customer base and they are the ones you ultimately want to please. However, have you considered how important internal perception is to you and your business? Think of employees as your front line crew, the men and women are building your business, building your client base and representing your company. Their thoughts and feeling on your company reflect in your brand, in your leadership and ultimately in the success of your business.
We start there. We interview your employees, partners and contractors to see how they fit into your company and how they feel about your company culture. When employees feel connected to the companies they work for, they are more likely to work harder, stay longer and use word of mouth to help promote your business. So if their perceptions of your company don’t match what you think they should be, it’s a problem. However, it’s an addressable problem-- one that if you work to improve can quickly change the whole feel of your business. Happy employees are fruitful employees.
After the internal analysis, we move on to external. This information you may be more tapped into, as the internet is ripe with places to review, comment and talk about businesses. This information is invaluable, as it serves as the public perception on your business. How people are talking about it, how they use it, and what kind of experience (positive, negative, helpful, passionate etc) they had when they were customers. This will be a very easy way to see if your current perception and desired perception are worlds away or closer than you think.
After all the information is gathered, we use it to weigh your strengths, weaknesses, opportunities and threats (hence S.W.O.T). The best part is, because of the thorough investigation and analysis, we will have an easy idea of how to turn a threat or weakness into an opportunity to grow, better your business and convert customers into long-term cheerleaders of your brand.
How do you gather information about your business? What kind of questions do you ask your customers and employees? Speaking of questions — reach us anytime at firstname.lastname@example.org
Tune in next Thursday when we talk building and prioritizing brand personas.