Experience is undoubtedly a USP: years of service, expertise and long-standing reputation are a proud achievement for any home improvement business. A dated image, however, will do you no favours. Facilitating home transformations is your bread and butter, but when was the last time you refreshed your brand?
Why rebrand?
Rebranding is frequently put off by business-owners. Yet, even the biggest retailers – globally recognised brands – overhaul their image from time-to-time.
Rebranding allows you to:
- Modernise
- Attract new customers
- Reflect new business offerings
- Target different demographics
- Stand out from the crowd
- Align businesses following merger or acquisition
Quick ways to rebrand and refresh your business
1. Consider your target customers
Thinking about why you’re rebranding and what you hope to achieve is vital. You don’t want to invest time and money building a new brand identity that doesn’t work. Think about your current customers:
- Who are they?
- How old are they?
- Where do they live?
- What is their income?
- What do they want?
Then ask the same questions about your ideal customer. Here’s a great guide from HubSpot on finding your target audience.
There are loads of tools you can utilise to do the hard work for you, like Google Analytics. It’s worth exploring which tools will benefit you most, as well as assessing your reasons for rebranding. What’s not working?
The better understanding you have, the more successfully you can navigate the next steps.
2. Evaluate your mission
Evaluate your mission statement. Is it still reflective of your core purpose? Does it define what you do for your customers?
Businesses evolve and your mission statement might need updating if you’re no longer aligned to it. Here are some great tips for writing a mission statement in 5 easy steps:
3. Redesign your logo
Your visual image might be outdated. Design trends have moved on considerably over the last few years – has your business’s logo moved with the times? A picture is worth a thousand words. A great logo is unique and instantly recognisable.
A graphic designer will craft you a sleek and considered logo, but if you’ve got design skills, you can do it yourself. Canva is an absolute game-changer for businesses, making professional-looking design accessible to all.
4. Update your website
Everyone is online today, including your customers. If your website is old-fashioned, it won’t convert into sales. Web design used to be a dark art, but sites like Squarespace and Wix make it easy. Here are three tips for your website:
Keep it simple – don’t bombard your customers with too many words or images.
Clear CTAs – tell your customers what you want them to do. Buy now, get a quote, register here or get in touch. Don’t add too many though! Decision paralysis leads to inaction, and customers leave.
Optimise – SEO is important. There’s no point having an amazing site if it never gets seen. Most website builders come with SEO tools – use them.
5. Get social
More than half of the world uses social media. Your customers are on social media so you should be too!
Leverage social media to reach your customers by being searchable and present. Sharing relevant content, testimonials and products can improve your brand image and engagement.