With cruise lines, aviation companies and huge airlines rebranding all over the place, you might find yourself considering a branding change as well.
But how do you know if the move is right?
Will rebranding revitalize your company and your sales? Or will it just confuse long-time customers and leave your existing clientele running for the hills? It’s a fine line between the two.
Fortunately, we’ve been at this a while, and we’ve honed in on 8 red flags that signal a definite need for rebranding. If you spot these at your company, give us a call ASAP, and we’ll help you get the rebranding ball rolling.
- Your web traffic isn’t right. Every company should be reviewing its analytics on a regular basis, because these stats can point to some serious problems early on. Here’s an example: If your analytics show that you’re getting thousands and thousands of visits a day on your site, but those visitors are only staying a mere minute or two, that’s a big problem. Obviously, they’re seeing something they don’t like on your site, and they’re turning elsewhere pretty quickly. This can be a big sign that rebranding may be in order.
- You’re not getting new leads (or you’re getting the wrong kinds). If your branding is right, you should be getting regular leads from your website, advertising campaigns and other sales methods. If you’re not – or the leads you’re getting aren’t in your target audience – then something’s off. It’s time to reevaluate what your customers want and need and realign your branding with that data ASAP.
- Your sales are stagnant or dropping off. Just getting by isn’t enough. If your sales aren’t growing year over year or, worse, they’re on the decline, then your brand needs a serious refresh. You want to keep audiences interested and excited about your company, and a rebranding campaign can do just that.
- You’ve changed directions or expanded scope. Have you launched new products or services? Started targeting a new audience or niche group? Moved out of your geographic area or expanded into others? Then your branding needs to expand too. It should always reflect who you are, what you’re doing and the people you serve right this very minute.
- Your branding is out of date or boring. When was your branding devised? 1990? 2000? Think about how different times are now. Do you really think the strategies and design tactics you were using then are relevant today? Definitely not. If you’ve had your branding for more than a decade, it’s definitely time to rebrand – even if it’s just a few minor tweaks!
- Your competitive environment has changed. If you have dozens of new competitors, or the market is flooded with similar products and services, you need to do all you can to stand out and differentiate your brand. That happens through branding, so don’t wait until you’re pushed out of the market to address the problem.
- Your brand is connected to something negative. Did your company experience a scandal? Did you have a major product flop or fail? Or maybe you just share your name with another person or brand that’s notorious for some reason. Whatever the negative issue is, you’ll want to separate yourself from it and show customers you’ve risen above and are ready to make a comeback.
- Your brand is limiting growth. If your branding is super specific, it could actually be limiting your ability to grow. This is common if your branding includes product or service names, geographic locations, or even product categories. All these things can keep you from thinking outside the box and expanding your company – both of which can bring in new customers and new sales.
If you’ve spotted any of these red flags at your company, the time to act is now. Contact the aviation branding experts here at Haley Aerospace today, and we’ll help you bring your branding up to speed with your goals and needs.
