Could refreshing your brand or more in-depth rebranding be good for your business? The more important question is would rebranding help drive sales?

If you’re considering whether you should update your brand, don’t be put off by thinking that means a complete or costly overhaul. The majority of rebrands feature small (but highly pertinent) changes, focusing more on re-defining what the brand stands in order to retain stand out and desirability to customers.

There are many reasons why household name companies through to small specialist ones decide to rebrand, but arguably the most important ones are to ensure ‘the till keeps ringing’ by staying relevant to existing customers, whilst also maintaining and increasing differentiation and desirability from competitors.

One prominent example which many might consider doesn’t need to update its brand is Starbucks. Since its launch in 1971, Starbucks has continually developed and evolved its brand well beyond coffee or its coffee shops, having developed non-coffee specific consumer goods from tea to ice cream. In this way it has expanded not just its product offerings, but its routes to market and potential customer base.

The evolutionary rebranding of Starbucks has provided the successful foundation for the company’s exceptional business growth, expansion and diversification. That’s been driven by CEO Howard Schultz identifying long-term goals wouldn’t be met by just “selling coffee”, but by delivering what he calls the “third place experience”, that place where we spend some of our time outside of home and work, and Starbucks becoming as he puts it, that “refuge of choice”.

Starbucks’ rebranding is more about re-defining the business it’s in and re-focusing how it is perceived to create the broadest opportunities for future business growth. Key to that was quietly dropping the word “coffee” from their brand identity a few years ago, which even Starbucks devotees may not have actually noticed.

Might now be the ideal time to look at the opportunities re-branding or re-focusing your brand could open up for your business?

  • Maybe the demographics in your market have changed or competitors have upped their game?
  • Has technology or service delivery in your sector changed customer’s expectations?
  • Perhaps your business has evolved, but your brand hasn’t in the same way so you’re missing out on leveraging the real differences or advantages your products/services deliver?
  • Or are you so flat out on sales, you’re not actually 100% sure who your customers are and therefore if your competitors are taking sales away from you?

”Branding is what people say about you when you’re not around”.

This is well known and simple quote that’s useful to understand your brand is based more around what people say about you, than what you say to them. Your business is a brand (whether you like it or not) and how people perceive who you are, what you do and why they should care, is actually what defines it.

You may have already built a strong brand but would welcome help on how to develop it. WDA can work with you to identify how best to leverage, evolve and differentiate it.

Maybe you just feel your brand has lost its way a little or competition is increasing, in which case WDA can help you re-define it. If more than that you don’t feel your current brand truly reflects your business at all, we can work with you to create the brand that does.

For an informal and non-committal chat on what re-branding could do for your business, talk to WDA. And yes, we’ll supply the coffee! Get in touch with our Business Development Manager Anna on 01332 372 728 or e-mail directly on anna@marketing.dev-wda.com

WDA are proud to be announced as finalists for the Derby Telegraph Creative Industries Business of the Year Award. The awards will recognise the achievements of top-performing and innovative businesses and individuals who are putting the region on the map, the Creative Industries playing a critical role within that as the City of Derby continues to make substantial investments to preserve its position as a leading Creative Industries hub with some of the countries most exciting agencies now based within the region.

“It’s fantastic to be shortlisted for the award” Says WDA Managing Director Lee Waterhouse.
“We have worked incredibly hard to establish a marketing process that is genuinely different within our marketplace. Based around what we call ‘brand marketing’ which is in essence marketing built around the one thing which makes our clients unique – their brand. If they need a brand, we create it. If their brand has lost its way we re-define it; and if the client already has a strong well established brand; we’ll protect, build and leverage it.

In any event we ensure the brand is strong and the communication clear before taking the message out to market – which we also do a little differently. By creating and implementing a strategy which is in the best interests of our client, rather than one which suits our own internal agency resources, we are able to deliver solutions which generate a much higher return on investment.

If you think about it it’s no surprise that if you brief a digital agency that their recommendation will involve digital marketing; however this may not be the solution (or may be only part of the solution). WDA can deliver a digital campaign [WDA’s recent Trader online campaign for Yamaha returned the 2nd best results of any manufacturer since the site was launched] however we certainly wont recommend it if we don’t believe it will drive a commercial return; and we have the breadth of expertise to deliver through whichever channel is right – digitally, socially or tangibly.

The way we generate original ideas is also different. WDA have pioneered what we call ‘Off The Wall‘ which are creative brainstorming workshops involving our clients in an engaging and highly enjoyable way. These sessions give WDA clients confidence about our creative processes and generate a truly collaborative relationship, where clients feel an integral part of the solution and can take real ownership of it.

Of course WDA would love to win the awards, but being one of just 3 shortlisted agencies out of nearly 30 applicants is a massive achievement in itself and a major morale boost for the whole team.”

The awards final will take place on 18th June at The Roundhouse, Derby College and will be attended by hundreds of Derbyshire’s business elite.

The article below, by Derby Telegraph Business Editor, Robin Johnson, highlights Derby as the thriving hub for creativity WDA are so proud to be a part of:

 

Creative firms happy to have innovation as their driving force

Business editor Robin Johnson profiles some of the companies that have so far registered for the Creative Industries Business of the Year category, backed by AMG Wealth Management.

DERBY is home to some of the brightest creative minds in the country – people who combine this creative talent with business acumen to great effect. The city has long been known as having manufacturing at its heart but today even this sector cannot function without people who think creatively. The creative industries is a fast-growing sector in Derby and today it is home to a plethora of firms who produce a range of products and offer a variety of services. It is these firms that add strength to Derby’s economy – and that is precisely what the Derby Telegraph Business Awards aim to recognise through its Creative Business of the Year category.

This award will choose from Derbyshire’s wealth of creative businesses to recognise the company that has made major strides in this important sector. Judges will look at the finalists’ dedication to developing something truly creative across a variety of industries. Entrants must also demonstrate a considered dedication to financial achievement and future business success.

Companies that have registered for the Creative Business of the Year category include DE22 Creative Design Solutions, The Web Design Group, Creative Studios Derby, MX Display Solutions, Karentino, Mair Perkins, Greenbank Group, Firefly Photography, Mono Design, Purpose Media, Design at 44, Sensory Technology, Revolver Revolver, Silver Birch Creative and Furthest from the Sea.

The finalists and winners for this award will be decided by the category sponsor – AMG Wealth Management.

Gary Hans, principal of AMG Wealth Management, said: “We have decided to sponsor the Creative Industries Business of the Year award which highlights the inspirational companies that put innovation at the forefront of what they do.

“We are looking forward to the whole campaign and the benefits the Derby Telegraph Business Awards will bring to the entire community.”

WDA are  just back in the office after a very successful morning at the Annual Love Business East Midlands event at Donington Park, and despite having missed out on a fast lap in the Fiat we can report a great vibe of optimism amongst the East Midlands Businesses we spoke to.

WDA attended 2 workshops – the first an early morning ‘Social Media’ workshop, followed by a ‘Marketing Tricks Of The Trade’ workshop hosted by Marketing Derby’s John Forkin. Both sessions were delivered by some great speakers and both ignited some lively debate and contributions from the floor, with WDA voicing our own feelings on the shifting demographics of those engaging with the most popular social networks.

The speakers too were very upbeat about economic prospects for the region when asked about their outlook for 2014:

“I think that generally there is much more confidence around”
Chris Rose, Head Of Brand, Leicester Tigers

“We are seeing much more movement in the economy right now, and I am more confident in raising funds to open my new Shoreditch restaurant!
Adam Simmonds, Michelin Star Chef

“The city is still buzzing from the recent news of Bondholder Bombardier’s £1 Billion Crossrail Contract”
John Forkin, Marketing Derby