May 18, 2022

Marketing Strategy

Is It Time for a Brand Makeover? Signs You Need a Rebrand

Everyone loves a good makeover, and this doesn’t stop at your brand! Even if your company has made quality branding decisions, there comes a point in time when change is needed. Brands evolve, so it may be time to consider a rebrand! This could range from a simple refresh to a complete overhaul. Not sure if you should make the jump? These signs will clear things up!

What is a rebrand?

Rebranding is the process of creating a new brand identity for your customers. Think of a rebrand as a pivot in a new direction. The foundation of your brand will stay the same, but your audience will have a new perception that better aligns with your current goals and values.
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Some think rebranding is simply designing a new logo and picking new colors – that’s far from the truth! Parts of a rebrand also include redesigning a website, changing marketing materials, adjusting messaging, and more! This process requires careful planning and execution.

1 . You’re starting to look like everyone else in your industry

While it’s important to consider industry standards and norms, a rebrand can help a company differentiate itself from its competitors. Even if your company looks similar to competitors in terms of products/services offered, a strong and distinct brand can help it stand out and be more successful.

Sometimes without realizing it, brands start to adopt each other’s traits. This leads to no differentiation or originality. If you can spot a trend between your brand and your competitors, it’s time to change things up.

Tech industry… we’re looking at you!

2. You’re going after a new audience

If you’re trying to go after a new group of people, your current branding might now be cutting it. Your brand should always speak to the audience you’re trying to reach. If you’re struggling to do so, it might be time to rethink your branding.

You can’t leave your old audience in the dust, though. An ideal rebrand is something that is appealing to both existing customers and new ones.

Dunkin’ Donuts successfully rebranded themselves in 2019 to just Dunkin’. This modernized their brand AND customer experience.

3. Your brand is outdated

Are you feeling a bit too old school? If your brand is feeling stale and your website is embarrassing to look at, it might be time to think about a rebrand.

When you have this feeling, your first instinct might be to change your brand completely. However, there is a difference between having an old logo and an outdated logo. Depending on how established your brand is, it’s important to do some research on your audience before disposing of your old logo.

Gap paid the price in 2010 when they rebranded. After getting torn apart by customers and the media, they reverted back to their iconic old logo six days later.

4. You’ve had a major merger or acquisition

New ownerships and new partnerships call for a new era. We’re not the only ones who think this… a study looking at the behavior of S&P Global 100 companies found that 74% of all companies rebranded within seven years after an acquisition.

Don’t take this rebrand too far, though. You don’t want people to forget who you are!
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Exxon and Mobil did an A+ job by combining their values and logo to become what we now know as ExxonMobil.

5. Your current brand doesn’t reflect your values

People want to align themselves with companies that share the same values as them. Your company’s vision, mission, and values guide every decision you make – this doesn’t exclude brand decisions! As your values change, your brand needs to pivot as well. It is who you are, after all!

Rebranding isn’t something to take lightly. You know what they say… if it ain’t broke, don’t fix it! No decision should be made without doing lots of research, plenty of discussions with your team, and a strong plan to execute.

Not sure if you’re ready to take the leap? Our team of experts can help talk you through it! Fill out the form below and we’ll be in touch.

The 2024 Paris Olympic Games present a unique and exciting opportunity for local businesses to tap into a large, engaged television audience. The Olympics attract millions of viewers from all over the globe, and a significant portion of those watch their local stations, creating opportunities for highly effective local TV advertising campaigns. And even though national campaigns were booked long ago, it’s not too late for local advertisers. Near-to-air inventory may still be available at many local stations, providing unique opportunities for local advertisers.

THE STRATEGY & PLAN

The Olympics is one of the few events that captivate a global audience, transcending cultural and geographical boundaries. For local advertisers, this means a diverse and extensive viewership. The 2024 Paris Olympics promise to be no different, with a schedule packed with a wide variety of sports that appeal to a broad range of viewers. There’s something for everyone, from traditional favorites like athletics and swimming to newer additions like skateboarding and surfing.

Why Local TV Advertising?

Geo-Targeted Reach: Local TV advertising allows businesses to target their immediate geographic area. This ensures that the ads are seen by potential customers within the vicinity of the business, increasing the likelihood of conversion.
Community Connection: Local businesses often better understand their community’s needs and preferences. Local TV ads can be tailored to reflect community values, culture, and events, fostering a stronger connection with the audience.
Cost-Effective: Local TV ads are more affordable than national TV spots, making them accessible to small and medium-sized businesses. This allows even those with smaller budgets to leverage the massive viewership of the Olympics.
High Engagement: The immersive nature of TV viewing, combined with the excitement of the Olympics, leads to higher engagement levels. Viewers are more likely to remember ads they see during noteworthy events.

Strategies for Effective Local TV Advertising

Align with the Olympic Spirit: Themes of perseverance, unity, and excellence resonate well during this time. For instance, a local sports store could highlight local athletes who have shown Olympic-like dedication and skill. Another example might be a local restaurant promoting healthy eating habits inspired by the athletes’ diets.
Leverage Local Heroes: If your area has athletes competing in the Olympics, consider featuring them in your ads. This builds local pride and provides a relatable figure for your audience.
Promote Special Offers and Events: Use the Olympics as a backdrop for special promotions or events. For example, a restaurant might offer special deals during game times or host viewing parties.
Storytelling: People connect with stories. Craft narratives that tie your business to the Olympic ideals. For example, a gym could tell the story of a member who achieved remarkable fitness goals, drawing a parallel with Olympic athletes’ journeys.
Visual and Emotional Appeal: High-quality visuals and emotional storytelling can make your ads memorable. Use the dynamic and vibrant imagery of the Olympics to enhance your ads.
Call to Action: Ensure your ads have a clear call to action. Whether viewers visit your store, take advantage of a limited-time offer, or join an event, they should know what to do next.

Timing and Placement

Timing is crucial for TV advertising. Ads placed during prime-time events or popular sports will have higher viewership but also higher costs. Balancing budget and desired reach is critical.
Prime-Time Events include the opening and closing ceremonies, significant finals, and popular sports like gymnastics and track and field. Local station breaks during prime-time broadcasts provide opportunities for local advertisers to access the highest viewership.
Niche Sports: Placing ads during less mainstream sports can be cost-effective while still reaching engaged viewers. Sports like archery, fencing, skateboarding, or surfing have dedicated audiences that could be highly relevant for specific local businesses.
News and Recaps: Local news and daily Olympic recaps are watched by those who want to stay up to date but who are unable to watch live events. These segments often have consistent viewership and are a good opportunity for local businesses.

The 2024 Paris Olympics present an unparalleled opportunity for local businesses to reach a broad and engaged audience. By leveraging local TV advertising, businesses can create targeted, memorable, and effective campaigns that resonate with their community. With thoughtful planning, creative execution, and diligent measurement, local advertisers can capitalize on this global event and drive significant business growth.

Interested in placing your company’s story in front of the eyes of many? Lets start from the top and go higher! Speak with one of our Strategy Marketing Directors today.

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