Posted by: Safiya Savliwala Category: Branding Transformation Tags: , , Comments: 0

Brand Transformation – How and When

When setting up a business, you may not always have the clearest idea of when and how your business is going to flourish.
For this simple reason, your branding goals may not be clearly defined when you start building your presence in the market.
Eventually, when you have a clearer idea of where your brand is headed, you must consider transforming and refining your brand identity.

And redefining, realigning, and recreating brand identity doesn’t have to be a complex process – all it requires is careful thought and time.

To help you go down the road of creating your own brand universe, here’s a simple list of how things need to happen in your brand transformation journey —

  1. Creating Brand Definition by identifying Brand Goals
  2. Creating Brand Identity with Visual Language
  3. Brand Communication Strategy – Setting Communication Guidelines and Brand Tone
    And finally,
  4. Continuous Adaptation and Growth – In view of audience demands and trends.

Creating Brand Definition by Identifying Brand Goals

This first step is often the most difficult to begin, and most time-consuming. In order to get your transformation journey moving, you must first be able to identify what your brand definition is –

This includes

  • Identifying internal and external goals, in togetherness with every rung of the organization’s employees.
  • Expressing these goals through a clear vision and mission statement.
  • Identifying and refining aims, target audiences, and services.
  • Drafting a brand story that conveys vision, mission, aims, and services with clarity.
  • Lay down a step-by-step execution strategy for the next steps.
  • Creating Brand Identity with Visual Language

Once you have clarity of what you want your brand to be perceived as, you can then begin evaluating and modifying content and visual elements. This includes identifying ways to align with your brand story and communicate it effectively.

In order to impress your brand story into your audiences’ minds, you also need to –

  • Identify what sets you apart – your “unique proposition”.
  • Analyze competitors and adopt advantageous practices.
  • Begin implementing brand identity elements consistently across various channels of communication and social media.

Establishing a Brand Communication Strategy

While visual elements of branding can be modified, it is just as important to realign the communication strategies you adopt. This involves the way internal and external communication take place.

This can be done through gradually modifying the way peers communicate with each other and inculcate a certain tone of communication into any and all channels of communication. Once internal communication is on par with your brand identity, it will automatically show up in

  • Social Media Interactions
  • Client Communications
  • Campaigns and Promotional Material
  • Brand Collaterals

Continuous Adaptation and Growth

Despite all the change in branding that you bring about, none of it is going to have impact if you do not go back to reassess and adapt your strategies to changing times. Continuously advocating the brand is important in maintaining the reach and effectiveness of all branding activities. This can be done by constantly modifying communication and client outreach strategies. Other aspects of continuous adaptation can include

  • Creating Leadership Narratives
  • Improving Client & Audience Engagement on the Web
  • Strengthening the Brand Narrative

While this model can help you organize your efforts, it is important to realize that each of these steps will have to be customized to your organization and its specific needs. Realizing that you may need to rethink your branding efforts is the first, and possibly the most important step in your brand transformation journey. Once you have made the decision to move down that path, the rest of the journey is bound to pass by like a breeze, provided you have the correct support systems in place.

For more on how to move along or leverage external support for your branding transformation journey, explore our other articles here.

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