Category Archives: Digital Media

How to Make ONE Brand Appeal to Many Customers


In branding, consistency is extremely important. Your company needs to know what it’s saying, what it stands for and what sets it apart in everything it does.

And often, we determine these things through market testing – getting feedback from our target audience about what they need and how our company can help them.

Unfortunately, many brands use this information to lock themselves in – to paint themselves into a corner marketwise. Though they do create a consistent brand, they end up creating one that only appeals to ONE type of customer. That closes off the brand to a wider reach, more exposure and, of course, more sales.

The truth is, consistent branding doesn’t have to mean appealing to only one, tightly defined audience. It really IS possible to appeal to different customer types, without diluting your brand or weakening your company’s voice.

Have you found yourself locked in to the same audience for many years? Want to branch out and reach other customers? Here are some ways to do it:

  • Find the common bond. Write down all the different niches you want to reach, as well as a few things about each – the things they like and value, what their needs and challenges are, and how you can help them. Then, try to find what thing links all these subsets together – a common bond they all share. Maybe they all value aesthetics or design quality. Maybe they’re concerned about safety or the impact on the environment. Pinpoint this common thread, and appealing to all groups simultaneously will be infinitely easier.
  • Used nuanced marketing. Now that you’ve found a link, use that link as your basis for all marketing efforts, and try to angle each campaign slightly depending on the outlet, the method and the audience you’re trying to reach. Keep that common thread as your main point, but use more nuanced marketing tactics to appeal to other audience values and interests too. Show them that not only do you have their same concerns and values, but you know what they need and what challenges they face too.
  • Try up-selling and cross-selling. When you have different audiences, cross-selling and up-selling can be great tactics. Say you get a Millennial on your website, looking at X product. While they might not normally have bought the add-on features or carrying case that go along with it (they just don’t have the cash of your older audience), by appealing to that same common thread we talked about, you may be able to coax them into additional purchases. And that means more money in your pocket!

The only time a brand can’t appeal to multiple audiences is when one segment will detrimentally impact the appeal of the other. Here’s an example: Say one of your customer groups is the young, environmentally friendly college student. Trying to target them as well as, say, a big oil company or big energy conglomerate is definitely not going to win you any favor. In fact, it will probably turn that audience against you, and you’ll be stuck putting out fires instead of counting your cash.

Stay tuned for more branding advice later this month, or check out our blog for past posts!

5 New Social Tools That Can Improve Your Brand Storytelling

brand storytellingSocial media isn’t just for marketing. Sure, you can talk about your latest sales, product releases and company news on it, but the real power of social runs much deeper than that: It tells your brand’s story.

Storytelling plays a huge role in branding. It’s what hooks people – what entices them and makes them feel like a real, meaningful part of your movement.

Though your website plays a small role in your brand’s storytelling, it’s also mostly static, simply telling how your company started, what it stands for and what you do. While that’s a great start, it’s also a one-time deal. Meaning once people visit the site, they’ve learned all they can about your story. They don’t get to hear that story continue and grow as time goes on.

That’s where social media comes in. With social media, your brand can keep telling its story over and over again – every day, in different ways, with different pictures, quotes and behind-the-scenes looks.
And best of all? Social media keeps evolving. So while using traditional platforms like Facebook and Twitter are certainly options, there’s always something new around the bend, offering you a unique opportunity to share your story with the people who care most.

Want to tell your brand’s story via social? Here are some on-trend platforms that can help:

1. Snapchat

In the beginning, Snapchat was simply a way to send quick pics of your life to friends, family and loved ones. Now, businesses across the world are using it to stay in touch with customers, share their day-to-day activities, and give behind-the-scenes looks that make them feel like a true part of the brand. Some businesses, like magazines and news organizations, create “Discover” channels, which include professionally prepared stories with graphics, written content, video and more. Others simply use the platform like any individual would – snapping pictures of products as they hit the shelves, customers in the stores, presentations, or even sharing news and updates via selfie-style videos. Either way is powerful and effective when used regularly.

2. Periscope

Live streaming really hit the ground running in 2015, and Periscope played a big role. With Periscope, you can share live video with your customers as it’s happening – include them in a big company announcement, take them on a tour of your building, or let them experience your holiday party alongside you. It’s an amazing way to make customers feel like they’re right there – taking part in everything your brand does.

3. Blab

With Blab, brand storytelling gets interactive. This unique social tool lets you include up to four faces via video – maybe your CEO and other executives, your customer service team, or just your marketing and PR people. Then, customers can log in and check out your video, asking your presenters questions, commenting and interacting with your brand as the stream is live. Give them answers, talk to them directly and get them involved in real time, right there on the screen.

4. SlideShare

Though SlideShare isn’t as interactive as the other platforms I’ve mentioned, it’s an amazing way to tell your story in a different, more long-lasting medium. With SlideShare, you can take existing blog posts (a huge part of your brand’s story) or any other content you may have and translate it into a visual, scrollable slide show. This can be embedded, downloaded, printed and saved, and customers can come back to it time and time again. Include graphs and imagery, link out to other brand collateral that’s important, and just tell your story as thoroughly and accurately as possible.

5. Hyper

You likely haven’t heard of Hyper yet, and that’s because it’s just now taking off. Like Instagram, Hyper is a photo sharing app – but it’s much stronger at connecting users with interesting content than its predecessor. Hashtags and geotags play a big role in Hyper, helping users find photos and content they’ll like or that’s in their geographic area. The app also includes a voting system that lets users weigh in on the content posted. From a brand perspective, this can be a great way to do market research, get feedback on new products or branding efforts, or just gauge general interest.

Keep your brand’s story fresh and fun by using the latest social media platforms to your advantage. Need help using these sites and apps? Want to make sure your branding’s on point? Contact the branding and marketing experts at Haley Brand Intelligence today.

5 Branding Mistakes You Never Want to Make

branding mistakesYour branding can truly make or break you.

Good branding can be what separates you from your competitors, what makes you stand out in your customers’ minds, and what drives repeat sales, repeat business and long-term relationships.

But bad branding? Well, you may as well just say uncle now, and save yourself a lot of trouble.

Unfortunately, good branding isn’t as easy as just creating a cool logo, deciding on some colors and coming up with a catchy motto – not if you want big results, at least.

It’s about creating a persona – a company with values, beliefs and a distinctive voice that customers can believe in and get behind.

Sadly, few companies are able to actually achieve these well-honed personas. Do you want to ensure yours is one of them? Then take care to avoid these all-too-common branding mistakes.

1. Inconsistency

The key to driving home your branding – to making it stick in a customer’s mind – is consistency on all counts. That means your branding on your website, your social media, your brochures, your business cards, and anything and everything in between needs to match to a T. On top of this, you also want consistency in your voice, so you need your entire organization on the same page too. From marketing and sales personnel to C-level executives, every employee needs to know and understand what your brand stands for, what it values and what persona you’re trying to convey. Only through this will your branding come through in all that you do.

2. Not testing

Testing is the key to success with any business strategy, whether it be marketing-related, web-based or, as we’re talking about now, initial branding (or rebranding) of your company. When creating a new or updated brand persona, you always want to test it with your customers – or a segment of your target demo. Does it meet their needs? How does it resonate with them? What do they like or dislike? With this feedback, you can make strategic changes and edits until you hone in on a brand that’s truly effective and exactly what your clients are looking for

3. Failing to rebrand when it’s time

You might have a killer branding suite now, but in 10 years from now? It will likely be stale, tired and outdated. Every few years, it’s important to take a step back and really evaluate your branding from an outside perspective. Does it still speak to your company’s values and services? Is it still in line with today’s design standards and trends? You always want your branding to look crisp, clean and with the times. The biggest way to turn off a customer is to look out of touch!

4. Blending in

You want your brand to be “with it,” but you don’t want it to so on trend it fades into the background with all the rest. Branding should grab attention, be it through color, design or even just the tag line or unique voice of the company. Customers should be able to recognize right away what your brand is about and what makes you special.

5. Breaking from reality

Whatever your branding says, your company needs to deliver. If you have a fun, playful brand persona, but you sell paper through boring cold calls and fax forms, you’re not meeting your customers’ expectations. In fact, they’re probably going to be pretty disappointed once they do business with you! Your products and services need to match the branding you put out – both in personality and in style.

Have you made any of these branding mistakes? Want to make sure your brand is as effective and powerful as it possibly can be? Our branding pros are here to help. Contact the Haley Brand team today to learn more.

5 Marketing Goals to Set in 2016

marketing goalsWell, 2016 is finally upon us, and that dreaded first Monday has come and gone.

Now the real work starts.

It’s time to break out of that holiday haze and start making something happen – or at least start planning for it!

Do you know where your marketing will take you in 2016? Are you still in the planning stages, unsure of which direction to go? Start by setting these 5 major marketing goals, and you’ll be well on your way to a rock-solid strategy for the year.

1. Reach a new niche.

The best way to get more sales and more customers in the New Year? Reach a new audience. Better yet – reach a new niche. Niches are specialized subsets of audiences, with unique needs, interests and preferences. If you can market your services and products to a new niche, you could be in for a whirlwind of business – especially if it’s a particularly hot market in 2016. For example: Let’s say you own a bicycle shop. Up to now, you’ve simply been marketing to kids, families and serious cyclists. In 2016, you could branch out and market your shop to an entirely new niche – maybe bicycle commuters or cyclists concerned about the environment. You could offer bikes with built-in road safety devices, storage areas and more. Simply research what that niche needs – what hurdles they face – and find a way to help them with your products.

2. Get people talking.

In a world where social media mentions play a huge role in your website’s performance – not to mention your entire online reputation – inspiring conversation about your brand is a huge deal. If you’re not already, get on a handful of social media platforms, and start interacting with your customers one-on-one. Answer their questions, offer them helpful info and guidance, and join in industry talk about your products, services and other related news. The more your name is out there on the web, the better.

3. Measure everything.

Don’t just shoot arrows into the dark this year. With every marketing effort you plan, also make a subsequent plan to measure it, analyze it and tweak it. This is the only way to create truly effective content. Putting a post on Facebook? Make sure you check back in a week or two to see how it performed. Starting a PPC campaign? Run a report every month to see how your keywords are measuring up. By doing this, you’ll be able to see what’s working, what’s not and what needs to change. Eventually, you’ll hone in on an A-plus method that works from start to finish.

4. Get to know your customers better.

You may have done a customer survey 5 years ago, but you can bet those results are outdated. Your customers have changed (and so have their lives), and they have different needs, wants and desires now. Make it a point to check in with your customers and get to know them a little better – and do it early in the year too. Your customer insights should guide your entire marketing strategy – where you advertise, what social media platforms you use, what ad copy you write, and more.

5. Work smarter.

You can work yourself into the ground, but that’s not going to do anyone any good. Sure, you might get a few more customers out of it, but in the end, it’s not a smart – or efficient – way to work by any means. Your best bet is to find a way to work smarter in 2016 – to automate your processes, streamline your efforts and get the most bang for your buck in every way possible. This opens up resources for additional marketing efforts, and it keeps you and your team fresh and motivated – not overworked and overwhelmed.

Need help planning your marketing strategy for 2016? Haley Brand Intelligence is here to help. Contact us today, and we’ll guide you to success in the New Year.

2016 and the Future of Branding

future for brandingIt’s hard to believe, but 2015 is coming to a close. In just 2 weeks, we’ll be watching that ball drop, clinking champagne glasses and ringing in the New Year.

And with that New Year will come new beginnings – in our personal lives, for sure, but mostly in our businesses.

You see, business trends come and go. New marketing strategies and social media platforms are cropping up every day, and branding fads, well, those go by as quickly as the seasons.

That’s why, when 2016 rolls around, it’s important you don’t just celebrate and raise a toast. You also need to set aside time to regroup, restrategize and reposition your brand so it stays successful in the New Year.

So what exactly does 2016 hold for branding, and what changes should you prepare for? Here’s a little forecast to get you started:

The term “branding” will expand even further.

In 2016, brands will continue to grow outside of their traditional box. No longer will they be just names, logos and company mottos. Instead, an organization’s brand will be its whole essence – every word of content it produces, every tweet it sends and every customer relationship it builds.

Emojis will be everywhere.

More and more businesses are using emojis to convey a more laid-back, user-friendly vibe. You’ll see this expand even more in the coming year, with emojis on Twitter handles, in company Facebook posts, in email campaigns and more.

Loyalty will be the goal.

Gone are the days when brands are looking to just catch a lead, close a sale and send them on their way. In 2016, brands will be cultivating customer loyalty more than ever. You’ll see more loyalty and rewards programs, more customer service touchpoints and more companies giving back to those who support them.

Brands will become more human.

Companies are done being static, cold entities that no one cares about. They’ve started to become more human, with distinct voices, personalities and values. This will become the norm in 2016, with fewer and fewer customers putting up that business-vs-customer wall we’ve all become accustomed to.

Employees will become brand ambassadors.

Instead of just leveraging loyal customers to promote the brand, many companies are now moving toward making in-house employees veritable brand ambassadors themselves. They’re putting time and resources into training them, building up culture and making team members true believers in the company’s work. This will become a huge trend across all industries in 2016.

Brands will use all the senses.

Brands won’t just rely on sight in the New Year. All the biggest businesses in the nation are finding ways to expand their branding to other senses, like smell, taste, hear and touch, too. Take the Four Seasons chain, for example. They’re pumping in custom air scents into each of their locations, giving customers not only a beautiful sight to behold, but calming, relaxing scents to remember too.

Speed will be No. 1.

Delivering customer satisfaction fast will become the No. 1 priority for many brands in the coming year. Online ordering apps, on-demand delivery services, chat help and more will all see growth as 2016 gets rolling. Starbucks and Taco Bell are already ahead of the curve, launching pre-order apps that allow customers to put in an order on the go, hit the drive-through and pick up their food and drink immediately – no waiting required.

Are you prepared for the branding changes that are on the horizon? If not, schedule some time with your team in the early New Year. Branding trends are constantly in flux, and if you want to stay competitive in your marketplace, it’s important to keep up!

Need help? Want guidance on where to take your brand in 2016? Contact Haley Brand today.

5 Signs Your Branding Needs a Revamp

3425223559_b8c6be27d6Think back to the beginnings of your organization.

What was the marketplace like then? What technologies were popular? What designs and styles were trending?

Chances are, your answers won’t reflect today’s world. Depending on how long your brand has been around, they may even be so outdated they’re unrecognizable.

The truth is, the world changes daily. Trends come and go, and technology is always evolving.

As such, brands need to evolve too.

Brands need to constantly reflect the world they exist in. They must meet the ever-changing needs of their customers, stand out in the overcrowded marketplace, and mesh with current design and visual trends in order to stay on top.

If they don’t, someone else’s will, and that someone will win customers, make sales and take over the industry, leaving old-hat brands in the dust.

How long has it been since you created your brand? Is it time to reapproach your branding to better conform to today’s trends and technologies? Here are 5 signs it definitely is time:

Your brand is too busy.

Today, minimalism is key. If you have multiple versions of your logo, a dozen graphics and fonts blended together, or too much verbiage, you’re trying too hard. Customers should be able to glean what your brand is about with just one glance. If it takes more than few seconds to process and soak in, it’s time to rebrand and refocus.

Your brand doesn’t say anything.

Is your logo just an obvious, literal translation of what you do? If so, you’re not doing yourself any favors. Think of it this way: If you run an email client, and your brand is simply a picture of an envelope, what are you saying to your customers? Sure, you’re telling them what you do, but you’re not telling them who you are, which ultimately is the goal of branding. Your brand needs to show your personality – the thing that makes your service special and unique.

Your brand looks outdated.

Graphic design technology has improved immensely over the past decade, and you can expect it to continue to for many years in the future. If your branding was created 20 years ago, before Photoshop even existed, chances are it looks outdated. The colors may not be as vibrant, the images may look stale or dull, or the graphics may just scream “1991.” Whatever the faux pas is, have an experienced designer (with updated software and knowledge of current trends) take a stab at reimagining your branding suite. Chances are, you’ll be happy with the results.

Your branding is no longer accurate.

Like everything in life, your brand has probably evolved and changed over the years. Take a look at your branding with a careful eye, and make sure it still falls in line with your organization as it exists today. Do you still offer the services and products pictured/mentioned? Does it still speak to your values as a company? If not, you’ll want to tweak it until it does. Customers can’t get behind a brand with an identity crisis. They want a consistent and reliable one they can count on.

Your brand doesn’t mesh with other collateral.

Did you just launch a brand-new website but slapped your old logo up in the corner? Have a fresh, new tradeshow booth, but you’re still using the same branding and colors as 10 years ago? You want your brand to be consistent across the board, so when you redesign one item, redesign the others too. Make sure all messaging looks like one part of a whole – a cohesive, comprehensive effort that was well planned and thought out from the very beginning.

Have you noticed any of these branding red flags? If so, it may be time for a revamp, and Haley Brand Intelligence’s branding experts are here to help. Contact us today, and we’ll get your brand back on track in no time.

6 Common Branding Challenges and How to Overcome Them

No brand is perfect. Even the most tailored, targeted and well-thought-out brand has hurdles once in a while – especially as the industry and marketplace change.

But the key to being a successful brand? It’s overcoming these challenges with poise and grace – fighting through them, coming up with a creative solution and rising to the top once again.

Has your brand had some hurdles to jump lately? If so, you’re not alone. Here are some of the most common branding issues we’ve seen with our clients, as well as how to solve them.


  1. No accountability or metrics.

This is a big one. How are you supposed to know your strategies are working if you’re not measuring them? Better yet, how are you supposed to improve those strategies (and your results) if you don’t know what’s working and what’s not?

Metrics are crucial to a well-tuned brand, and if you’re not monitoring them at every turn, you’re losing out. Work with your sales team, web developers and managers in each department to determine appropriate KPIs for each area of your business. Then, create a schedule for gathering these metrics, analyzing them and responding to them. This not only holds your team accountable for your organization’s success, it inspires them to constantly improve and keep getting better.



  1. Being reactive over proactive.

It’s not enough to simple react to situations in the marketplace. If you want your brand to see success, being proactive is a must. That means planning ahead, knowing what’s coming down the pipeline and studying up on industry changes and trends you’ll need to be prepared for. Just reacting to changing circumstances won’t win you any clout; in fact, it may make you look outdated and behind the times.

Create an infrastructure around planning, researching and analyzing your space, and schedule regular meetings with playmakers in your organization. Make sure you’re ahead of the game, not constantly lagging behind it. (public domain image)

  1. No unique niche or subcategory.

In order to truly be a success, a brand needs to have its own unique niche or subcategory within its industry. This doesn’t necessarily have to be a new product or service, but just something that makes it stand out from other competitors in the space. Let’s take a bike manufacturer, for example. Rather than simply “selling bikes,” as every other bike manufacturer does, an organization could pivot their brand and tailor their products, services and marketing strategies toward a specific niche – like commuters looking to cut down on their environmental impact.

By carving out this unique subcategory, they could narrow down their audience, better tailor their products and strategies and, subsequently, cut down on their competition. That’s success in every sense of the word!



  1. A lack of consistency within the organization.

Having a consistent brand, logo and color scheme on your website isn’t what I’m talking about here. What I’m referring to is consistency within your organization – particularly your organization’s employees. In order for a brand to be truly consistent, each and every staff member needs to intimately understand the company’s values, mission and goals. Then they need to translate those into their own work, whether that may be sales, marketing, production, design or even just customer service. All the moving parts must be working toward the same goal, and this requires deep understanding of the brand companywide.



  1. Marketplace apathy or irrelevance.

If customers aren’t excited about your brand, then you’ve got a problem. I’m not saying the whole world has to think you’re great, but if even your existing customers could take or leave you, or worse, and they could get the same services/products somewhere else, then you’re in trouble.

Apathy is a real brand killer, and if you’re experiencing it, you need to find a way to make your organization relevant again. Take a step back and analyze your audience. What do they need and want? What problems do they face? What holes exist in your industry that competitors don’t provide? What current trends or news items are important to them? Use this data to make small internal changes until you see results.



  1. Just a name and logo.

Branding isn’t just your organization’s name, motto and logo, and if you think it is, you’re definitely doing it wrong. True branding is a set of values – an organization’s personality, voice and, as intangible as it is, its “feel.” These things need to show through in your name and logo, of course, but they also need to come through in everything else you do. That means your social media posts, your blogs, your ads, your customer service emails and every touchpoint you have with your customers.

Your brand personality needs to permeate all that you do, and it’s only through this consistency that you’ll build up loyal, repeat customers who are willing to refer you and promote your brand.


We’ve seen these branding challenges time and time again. If you think your brand may be facing one of them, contact the Haley Brand Intelligence team today. We can help get your brand back on track in no time.

How to Further Your Brand This Holiday Season

Somehow, it’s Nov. 3, and the holiday season is quickly approaching. Soon enough, we’ll be making resolutions and champagne toasts as the big ball drops in NYC.

It’s a busy time of year, and it’s easy to get caught up in shopping, Christmas card writing and cooking family dinners. But before you let the holidays sweep you off your feet (and empty your bank account), make sure to take a pause and think about how they can benefit your brand first.

The holidays, while often a very personal and family-oriented time, also offer a prime opportunity to promote your brand and increase your exposure. If you sell products or services, it can even be a time of great financial growth – as long as you know how to do it right.

Holiday Branding

Don’t get caught up in the hustle and bustle of the holiday season. Take a breath, and use this time to boost your brand and improve your customer relationships. The long-term returns will be more than worth the effort in the long run.

Want help updating your branding for the holiday season? Contact Haley Brand Intelligence today.

The 5 Ways to Drive Home Your Branding

5 Ways to Drive Home Branding Graphic

It’s not enough to just develop your brand.

If you want your brand to be effective, powerful and, of course, lucrative, you need to really drive it home with your customers.

They should remember it. They should resonate with it. They should feel connected to it.

All this is much easier said than done, though, and many brands aren’t able to accomplish it. They simply shout their brand values into the oblivion, never to see another dollar or loyal customer because of it.

Want to make sure you’re not in this group? It’s time to start ingraining that brand in your customers’ minds today.


How to Insist on Your Branding

Branding is all about insistence – insisting your company is known, recognized and remembered for what it stands for and what it does best.

In general, there are 5 ways to attack insistence. Doing just one will help your branding a little, while doing all 5 will give you the full momentum you need to dominate your market.

Here are the 5 ways to start insisting on your brand today:

  1. Awareness – There are a few facets of awareness. First, you need to make sure customers are aware that the products and services you sell exist. Second, they need to be aware of your specific brand or line of products. The goal is to be the first (or only) brand they associate with your marketplace. And third, customers need to be aware of where to buy your products and how to do business with you.
  2. Differentiation – To make your brand the go-to choice in your industry, you need to focus on differentiating it from others in your space. This means literally (different colored logos, websites, product designs, etc.) but also from a consumer benefit standpoint. How does your brand better help the customer than your competitors? Make this known, and you’ll be stealing away business in no time.
  3. Emotional connection – This one’s a biggie. Once a customer knows your brand and is aware of what you sell, they must also like your brand. They need to feel something for it and have an emotional connection with some facet of your business. Though it seems like an emotional connection would be hard to establish, the web actually makes it quite easy. Interacting with customers on social media platforms like Twitter and Facebook, creating helpful and valuable blogs, and even just delivering killer customer service can all help. In-person and sponsored events can give your efforts a boost too.
  4. Accessibility – This one’s a no-brainer. For customers to make your brand a part of their life, you have to be accessible. That means having a store location in their area or having an online shop where customers can purchase products from anywhere in the world. There’s no point in having a loyal fan if they can’t do business with you!
  5. Value – Last but not least, your brand needs to deliver undeniable value to your customers. No matter your price point, they need to feel like they’re getting the better end of the deal – that they’ve come out on top. Focusing on quality assurance, great customer service and fast delivery are great ways to drive home your value, as are well-timed specials and sales. The key is to just know your audience, and give them the benefits they’re looking for every time.

You’ve worked hard to establish a smart, well-positioned brand, so don’t let that go to waste. Drive that branding home with your audience, and really use it to improve your sales and customer base. Want more help doing that? Contact Haley Brand Intelligence today. Our branding experts are here to help.

A Step-by-Step Guide to Rebranding

steps to rebrandingIn the wake of Google’s recent logo change, it seems everyone is jumping on board the rebranding bandwagon, revamping, retooling and repositioning their businesses to better target a more modern digital audience.

But rebranding isn’t as simple as hiring a graphic designer, whipping out a new logo and changing your company motto. It’s an extensive, step-by-step process that should be developed and executed with the utmost strategy in mind.

Are you looking to rebrand your business? Here’s a guide to getting it done:

  1. Start with research. Conduct surveys with past and current customers, as well as other professionals in the industry. Get an idea of what works with your brand, what doesn’t, and what its reputation is. Also take time to learn about your customers – their likes, dislikes and needs. With all this information on hand, you can better understand the direction your brand needs to go.
  2. Develop a brand story. Overall, what do you want your brand’s story and message to be? How do you want customers to feel with then interact with you? What role do you want to play in your industry and in the world? Make sure you talk to employees when developing your brand story. They need to feel as passionate and excited about it as you do.
  3. Translate that story. Bring in your department heads, and translate your brand story into real, strategic efforts in every part of your business. Work it into your sales process, your packaging, your logo, your website, your customer service and any other element of the customer experience you can think of. Make sure your brand’s story is obvious and apparent every step of the way, from start to finish.
  4. Be consistent. Get the whole team on board with your new brand position, and make sure every department, employee and manager knows how to work that new brand into their everyday work. You don’t want any second-guessing or faltering. Commit to your new brand, and your customers will too.
  5. Test it out. Once you’ve rebranded, go back to square one, and do some research. How have people responded? Have sales been impacted? What do customers think about it? There’s no harm in retooling your brand yet again, if it means a more effective, profitable business. Keep at it until you get it right!

Remember, rebranding isn’t immediate. It’s take a lot of time, forethought and effort, and it’s not something you should rush into or hurry along. Make sure the timing is right and that your whole team is on board before jumping in, and if you need guidance or help along the way, contact the team at Haley Brand Intelligence. We’ve helped hundreds of brands reposition themselves and their businesses over the years, and we’re here to help you too.