Branding, or re-branding, is a huge undertaking and poses a big risk for any business. It’s nearly a niche skill in marketing: One wrong move and you could turn off an entire demographic.
But that doesn’t mean you should play it safe if you need to buff up your image. If you’ve done your research and found on a skilled artist to come up with a phenomenal new graphic for your logo, devised exciting taglines, and covered the other marketing issues, be proud of the end result.
If you don’t feel thrilled about the idea of plastering it on the side of the bus, then go back to the drawing board.
In an increasingly digital era, it’s too easy to shift all your focus to online marketing efforts. Of course you have to look there, but don’t forget about branding in the real world.
Those wrapped cars, eye-catching trade show signs, and floor displays also make an impact and may even be a more effective approach for certain industries. Is your marketing on the right track?
The risk of doing things safely
Springing for a mobile marketing campaign or an arresting sign is a little like a marriage proposal on the big screen at a baseball park. When it works, it’s really great, but you’d better be certain about the result in advance.
The wow factor is no substitute for quality and knowing your market. The campaign should be the result of serious analysis, not a wild shot in the dark.
Understanding the demographics of your market and what they want is key to any successful marketing campaign or re-branding. If the majority of your market hangs out on a particular social media site, you’ll want to market accordingly.
If they’ll be at an upcoming convention and you’ve lined up a booth, make every square inch of that booth count. Otherwise, you’re wasting time, money, and energy.
When to use big, real marketing
There are many industries that fit better with “real-life” marketing such as signage and wrapped cars. They might include industries that target commuters in a certain city, bikers, or consumers who attend outdoor events on a regular basis. You should know where your market is and the approaches they prefer.
Once you have a sense that your market is likely to respond to real-life branding or re-branding, don’t do it halfway. There’s a lot of competition out there, and sticking with door hangers because “that’s the way it’s always been done” isn’t likely to cut it.