Sometimes companies have become stuck in the mud. When their message falls on deaf ears and there’s a distinct lack of creativity in the marketing or a youthful approach to reach a younger audience, then it’s time to reconsider. When the situation has become too severe, then a company facelift top to bottom from the website to the advertising to the marketing messages is required.
Here are 3 ways to go about giving a facelift to the company should it be required.
1. Redesigning a Web Site
When you look at your website, it may have 2018 as the copyright date, but it probably hasn’t been redesigned in several years. It’s easier to just keep it as it is and forget how long it’s been since the web design was commissioned. Perhaps the cost of a new design is putting you off the idea of a complete redesign of the existing website? This is a valid consideration, but it’s a practical reality that you cannot keep the same design forever.
A dated web design makes the company look out of touch with the current climate. Designs for websites go through phases just like with clothing fashions. It’s easy to spot a site that was designed 3-4 years ago. For most companies, that’s not a good look to keep. To learn more about web redesign options, view site linked here to get some fresh ideas on the topic.
2. Rebranding to Remove a Negative Stigma
It’s possible that one of the brands that the company uses has come under scrutiny recently or suffered some bad press in the past. While attempts to distance the brand from its troubles are valiant, it doesn’t always work out. At some point, you must draw a line in the sand and admit defeat when efforts to revitalize a brand simply has not worked.
At this point, it’s best to start over by creating an entirely new brand. Create a fresh, modern brand name and new products for this brand that cannot be connected to previous products from the now-defunct brand. Actively create separation so that consumers are not confused.
3. Modernizing the Marketing Image of a Company or Brand
Look at how the company and its brands are marketed. Even big names like Heinz and Campbell Soup don’t maintain the same marketing over the decades. Either the marketing image is dated and needs a refresh, or it could do with a completely different image altogether. Sometimes the entire company gets out of touch with current market realities. It happens.
At other times, you may discover that different products under the same brand are marketed by separate teams or different marketing agencies and have little to visually connect them. The mix of marketing images could be causing confusion in the marketplace.
A company facelift can include looking at all the brands and products within them to see how they are marketed. Look for new approaches that can replace old ones that aren’t working any more. Create an overarching marketing message to appeal to the existing target market demographic and look for ways to expand to new potential markets too.
When it’s time to make serious changes to a company’s brand(s), website or outward appearance, it doesn’t pay to be timid about it. The teams responsible for making the changes require clear, forthright direction so that everyone is rowing in the same direction following the same plan.