Building your brand’s image is not just a business necessity; it’s a gateway to success. A well-established, respected, and beloved brand is a testament to your business’s longevity and consistency. But why stop there? Elevating your brand is about taking your existing success and pushing it to new heights. It’s a strategic move, especially for businesses aiming to expand locally and globally and enhance their brand voice, image, and reputation.
The first step in brand elevation is self-assessment. How does your brand currently stand in the market? This is not a criticism but an opportunity for growth. Take some time to truly understand how your brand is perceived both internally and externally. Be honest about the aspects that need improvement or elimination. Many businesses that undergo brand evaluation are in transition, need a fresh start, have new leadership, or have recently faced a reputation crisis, leading to a dip in sales. This is not a setback but a chance to rise and shine.
Before a business is ready to elevate, it must evaluate. A few necessary questions must be asked before the brand elevation can occur. Ask yourself, how is your brand currently perceived? Has leadership maximized every opportunity at this stage of your business, and is your brand personality and voice ready to evolve into a new version? This is not a critique but an opportunity for improvement.
During the evaluation stage, it’s important to identify how your brand is perceived internally and externally. Be honest about the aspects of your brand image that could be enhanced or eliminated. Most businesses that undergo brand evaluation are going in a new direction, need a refresher, have changed leadership, recently experienced a hit to their reputation, or are experiencing low sales. This is not a setback but a chance to rise and shine—a rebirth, if you will.
When you aim to elevate your brand, there are both advantages and drawbacks to consider. Making any improvement in your life or business entails change, and not everyone will be fully on board with that. Your new and improved brand might be disruptive to some, unfamiliar to others, or simply not what they’re used to, which can make people uncomfortable. Elevating your brand can also be costly. In the UK, branding expenses can range from £1,000 to £100,000 or more, not including website design and development, the size of your business, or the cost of hiring a brand consultant.
So, if your business thinks it’s time to elevate its brand, here are three ways to do so the Credico way.
Be Bold
During the assessment stage, if you determine your brand personality is timid or tends to go with the flow, consider being bold. Why not make a strong impact instead of playing it safe? Brand elevations provide an opportunity to reintroduce your business in a more impactful way than when you first launched. If your brand voice is already bold, consider going even bolder. Increase the intensity, especially if this bold and courageous energy resonates with your target customers. Be bold. Be brave, but most importantly, be true to yourself! After all, your business is an extension of the people behind the brand.
Consider Outsourcing Your Sales
During the evaluation and rebranding process, it’s important to consider which aspects of your business need to be scaled or outsourced. If your business relies on skilled sales professionals to connect with customers, make sales, and maintain relationships, but it needs help in this area, it may be time to consider outsourcing your sales team. According to a study conducted by Grand View Research, 48% of UK businesses were outsourcing as of 2023, and YouGov confirmed that 70% of British companies have delegated essential services to third parties. Outsourcing your sales can be an opportunity to elevate your brand, make room to expand in other areas, and know your sales department is capable and professional.
Adopt a Multichannel Marketing Approach
In today’s digital age, a successful marketing strategy must cover both digital and traditional channels. Omnichannel marketing involves reaching customers through various channels, including in-person interactions, direct mail, online advertising, event marketing, and more. Adopting an omnichannel marketing approach allows businesses to analyze and meet their customers’ purchasing behaviors, giving them a competitive advantage in the market. According to the RetailEconomics UK Omnichannel Retail 2023 report, 61% of consumers prefer shopping in physical stores, while 39% mostly shop online. An omnichannel marketing can significantly improve your business’s growth and visibility, thus elevating your brand.
Elevating your company’s brand presents an excellent opportunity to adapt to our ever-changing world. It’s a chance to reassess where your business stands, where you want to go, and what you’re capable of while making adjustments along the way. Elevation can entail elimination and innovation but does not have to mean exclusion or devaluation. Credico has engaged in numerous elevation conversations over the years and understands the value of evaluating and elevating your business brand.
If your business is ready to take the next step towards sustainable success by elevating your brand, contact us today.