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WHy and when does a business need a rebrand?

20/7/2022

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You might not notice it but brands evolve all the time, from subtle amendments to the logo to complete rebrands including name changes. So why do businesses choose to rebrand?  
Why and when does a business need a rebrand?
There could be a number of reasons a business decided to rebrand - maybe the business is merging with another company or the current brand is not in-line with the target market.

Some recent big rebrands you can’t have missed include
Facebook’s morph into Meta or Hermes rebrand to Evri. Both these companies chose to make huge changes to their brands for differing reasons, whether those changes have had the desired effect remains to be seen.

Rebranding is a big risk and you should think carefully before you embark on any major changes to your brand. If you are changing the logo for example, a subtle change to start with that can then evolve over time is possibly a better way to go than an all out completely different logo. Of course it all depends on your reasons for rebranding, so let’s have a look at when you might need to consider rebranding and how you should do it so you don’t lose your core customers: 
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Rebrand or Refresh? 
Over the past year we’ve seen a lot of big companies make bold changes to their brand image, possibly as a response to the way businesses had to adapt in the wake of the pandemic. We saw more and more businesses provide online services and many completely changed the way they interacted with their customers. Of course big changes like these mean your business model is different to when you first started up so it makes sense to reflect that in your brand image. 
 
  • If your business has changed then you might be thinking about rebranding. It would depend on what it is about your brand that you are not happy about as to how much you need to change your brand image. Sometimes simply reassessing your marketing strategy and advertising can have enough impact to attract your target audience- consistency is key here and you need to make sure you use the same voice in all your marketing (including print marketing) and social media to strengthen your brand identity. 
  • If you want to boost your business because your brand image is dated then definitely consider getting your logo redesigned for a fresh new look. Your designer will know how to freshen up your brand identity without making it completely unrecognisable to your audience. There are some examples of well known brands who have refreshed and updated their look in 2022 without negatively impacting their brand image- Burger King, Pfizer, Freeview and Mastercard are just a few examples. All updated their image with fresh, simple logos but still maintained a recognisable element of their brand- eg Mastercard kept the iconic red and yellow interlinked circles. Sometimes simply updating the font of your logo to a more modern, sleek alternative can be enough to give your image a shake up and appeal to a younger audience without losing your existing audience.  ​
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  • Before you embark on any major brand changes be sure to do your research - this means customer questionnaires, reviews and focus groups. You want to know exactly how your brand is currently perceived by your target market. The information you get from your customers will mean your designer will be able to help you come up with a rebrand that reflects the needs and wants of your audience. 

If you decide to rebrand don’t forget the importance  of trademarking your logo to protect your brand. 

Are you considering a rebrand for your business? Contact us or help with your rebrand or trademark advice. ​
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Why Register Your Logo as a Trade mark?

28/4/2022

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If you’ve spent time coming up with a name and creating a logo for your business the last thing you want is for another business to start trading with a similar name and logo. There are laws in place (the common law trade mark) giving you some protection from this but without an officially protected trade mark your rights are not as secure as they could be. You might have put off registering your logo because it seems like too much hassle but in this blog we are going to show why it’s worth the time to protect your brand.
Why Register Your Logo as a Trade Mark?
What is a trade mark?
In basic terms a trade mark is any intellectual property that can be used to distinguish your business or services from another (logo, name, song, sound shape etc). You can use your name in a trade mark, for example if you offer a specific service such as a photographer, ie Annie Smith Photography but there would be nothing to stop someone with the same name registering a trade mark as Annie Smith as long as visually it is significantly different.
 
Registering your logo adds value
Registering your logo as a trade mark is a valuable asset to your business and allows you to sell, franchise or licence it. If your end goal is to ultimately build a sellable business then having the trade mark registered is vital. It shows the buyer you have carried out every step possible to protect your brand.
 
Differentiate your business from your competitors and protects your brand
Your brand and logo are what helps build customer loyalty and confidence and having a registered trade mark helps prevent other businesses from imitating your brand or logo. By registering your trade mark you are ensuring you are legally entitled to take legal action against anyone who tries to replicate your brand.
 
Exclusivity
Registering your trade mark will give you exclusive rights to use your trade mark in the territory it is registered (eg UK, USA etc). Don’t forget to renew your registration when the time comes though (10 years in the UK).
 
Cost
HMRC have a detailed breakdown of costs associated with applying to register your trade mark, starting from £170 for online application. Creative Remedy will do all the hard work for you with costs starting from 3 hours, this is to carry out the necessary research, complete the registration and liaise with you tthe client and HMRC if required.
 
At Creative Remedy we will work with you to ensure your brand logo meets the requirements for trade mark registration before helping you start the registration process. Once the trade mark is registered your brand is protected for 10 years before you need to renew.
 
Do you have a brand, product or service  logo that you need to register as a trade mark? Contact us for help and advice and we can help you protect your brand.
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Building Your Winning Brand

24/9/2021

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To stand out from competitors a successful business needs to have a unique brand. But it’s important to remember that your brand is more than just a name and a logo, you need your brand to tell your unique story. You want your customer and target audience to connect with you and your business so it’s essential your brand communicates your key message.
Building Your Winning Brand
Your Story
You need to communicate your brand to your customers and a great way to do this is by giving them the low-down on your business values, qualities, products and services. You are aiming to capture the essence of your business and create a connection between you and your customers.

Use a Consistent Tone
  • In order to stand out from your competitors and become recognisable to your audience you need to make sure you use a consistent voice through all your marketing channels including social media, blogs and any print marketing. Make sure you don’t lose sight of your brand message and always stay true to your values- your customers are more likely to remain loyal to your business if your business remains loyal to your brand values.

Your ‘Why’
When you tell your story make sure you tell your audience what it was that inspired you to start your business and what you were trying to achieve. Again, this will help to build trust with your audience and make them see that your business is about more than just sales and profit- building your brand!
 
Make sure you tell your employees about your ‘story’, this will ensure you are all sending the same message to your clients and reinforce your brand identity. Telling your story and connecting with your customers will help build strong relationships and brand loyalty.
 
Your Visual Brand and Logo
Your visual brand needs to be on all your branding material both online and any printed materials such as stationary, business cards and any marketing materials. You should use colours that reflect your brand and the design of all your branding needs to clearly show your tone and voice. This is where you should consider using a graphic designer to help you create a logo that encompasses your identity.
 
Even if your business is fully established, it's important to review how your branding reflects your identity- is it giving the right message? Does it give a clear message about what you and your business are trying to achieve?
 
It’s a good idea to make sure your brand is conveying your key messaging and communicating with your target audience. Business’s change and adapt to the economic climate so there is a good chance your message has changed if your business has been running for a number of years.
 
Take a look at Marketing Donuts invaluable ‘Building a Brand - checklist’.
Do you need help shaping your story? Contact us for a FREE Health Check!
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The True Value of a Good Logo Design

16/5/2019

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A logo for your business is often under-rated in terms of value and order of priority when it comes to setting up your new business. Often your business card, website and marketing collateral will follow your company logo design and colour scheme.
The Value Of A Good Logo Design
We believe a logo is one of the most essential branding elements when forming your company’s identity. (after all it will be with you for the life cycle of your business).

The best logos are:
  • Simple
  • Memorable
  • Versatile
  • Original

The best logo's are usually creatively clever but simple, are designed to appeal to your target audience, and have a story to tell. Your company logo can influence potential customers' expectations of the products and services that your company offers.

Why is a logo important to your business?
  1. Good logos make great first and lasting impressions.
  2. They help you stand out from your competition.
  3. They form part of your company’s brand and ethos.
  4. They earn confidence and trust
  5. A good logo design will build customer loyalty.
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