In life, we all find that being adaptable is a necessity for survival. Within the curveballs of life, there is a forced process that we all face and this encourages us to gain clarity into who we are, what we value, and how we show up.
Transformation within a business is often reflected in a rebranding. With that process, it’s important to do a bit of research on what people are looking for, but it also reflects our own shifts in values, offers, and content strategies.
The benefits of reviewing your values are so that your prospective clients, existing customers, and even your competition know what your company stands for and why. Revisiting your values and making changes as needed gives consumers a viable reason for choosing your business over another.
In an IOU Financial article, they specifically mention how refining your core values can benefit your business. By knowing your company values and communicating them often throughout your internal business processes and customer-facing activities, this can play a monumental role in the way your company is seen and how others relate to your brand.
Here are the basic steps to creating your core values:
- Review, refine and make sure they are relevant and can be implemented daily
- Create it to match your company culture by surveying your employees to make sure that the values are sustainable and supported
- Implement, actively listen and understand different multicultural communication that will lead to more productive ways to develop these new initiatives
Doing a refresh and rebranding can help you to gain clarity on your audience and messaging, and to really hone in on what you want to offer so that this can be clear to you and those you communicate with. With everyone doing so many things, it’s a smart choice to create your unique niche and refine it so that your expertise shines and it helps people remember you. Set yourself apart from your competitors, stay current, and reflect these new goals in your products, offers, and the content you create. Remember to get input from your current customer base and test a few ideas before you launch.
Check out these articles: Top 10 Reasons to Rebrand Your Business
The 8 Must-Follow Rules of Rebranding Your Company
Once you have established your values and have a clear understanding of your target audience, it’s important to develop your brand’s value proposition and establish your core messaging, tagline, and 7-second elevator pitch. Figure out the voice and look of your brand and an outline for your content strategy, offers, colors, and what you’d like people to say about your brand when you’re not in the room.
Here are 7 essential steps to launching a new brand:
- Understand your customers’ needs throughout all stages of the buyers’ journey. Know how and why they will get excited about what you’re offering them. Survey your audience often and consult with your sales team to know their pains, problems, and how your product/service helps them live a better life. Delight them as often as possible!
- Develop the WHY your prospects and customers should choose you and keep choosing you over the competition. What problem do you solve and how is your solution benefiting them? Why is it different and better?
- Know how your core message, mission, and vision statement define your brand and answer the WHY that your audience seeks. Understand your customers, prospects, and your team and their passion for being part of your company. What does it represent to them?
- Develop your voice and look through visuals, colors, and imagery. Setting up a brand guideline can help keep everyone on the same page. Choose your fonts and inspiring photos and the mood you want to create. Understand if these things appeal to your target market and how these symbolize and relate your values, mission, and vision.
- Build your content strategy based on your offers, events, and how you’d like to communicate with your audience. Choose the best online platform where you can find your audience and understand how they enjoy receiving and engaging with content so that you give them exactly what they want. This may take a bit more effort if you are producing events, videos, or live sessions, but it’s worth it!
- Know your competition! It’s a great idea to check out what your competition is doing. This can not only be inspiring, but also give you an idea of where the bar is for what you are offering and ideas around how you can do it better or different to stand out when your prospects are comparing you to your competition. It can also prompt you to get innovative and offer something that your competition is missing.
- Build your tribe, reputation, and customer loyalty and referral offerings. Again, we hit on the topic of delight. Be innovative when it comes to rewarding your prospects at each stage of the buyers’ journey, but also as customers. Having loyalty and buyers’ perks as well as rewards for people who refer more business to you can be a win-win for everyone involved. Having challenges, contests, surveys, and keeping your finger on the pulse of your relationships is a smart way to keep your brand fresh. Reviewing the content that you are producing is one of the best ways to know what is being engaged with and what your audience enjoys. These will give you opportunities to repurpose this content and keep feeding your audience with what they want.
The bottom line is that you want to evoke a good feeling every time someone comes into contact with you, your brand, the people who work for you and as a result of these interactions, the products and services you offer and the results that happen during the experience. Refining this, understanding each stage of the buyers’ journey and developing strong customer relationships that leave a good and lasting impression is what you want. Creating great relationships are always to key to success. And, according to some wealth management people, your bank account is reflective of how many people you actually help, so let this be one of your markers that tells you that… “you done good kid!”