How to Refresh Your Brand Image

Author - armstrong-admin

In B2B, there’s more to rebranding than simply freshening up your logo. It’s everything from reviewing products and processes, to re-establishing the promises you make to your customers and employees.

Who are you? What exactly is it you do again? And why should anyone even care?

The global pandemic has forced many companies to think again about how they operate and reposition their entire brand offering. Over the past year, availability and timeliness have come before price and quality, leading to a sharp rise in e-commerce. One of our clients, Croxsons, for example, successfully launched a brand-new online shop dedicated to an extensive range of bottle crowns, speeding up purchasing significantly, with matched prices for smaller orders to support craft and start-up producers.

We recently conducted a full rebrand for Westley Group, a world-leading foundry and machining business with four companies specialising in copper and nickel-based alloys. Following an extensive audit of the customer base, we created a strategy for Westley to be seen as a collective force rather than the individual organisations its customers were used to dealing with.

Along with a new award-winning logo, supporting identities, strapline, mission statement, vision and values, we built a comprehensive new group website, together with individual company sites. Our targeted marketing campaign also helped to raise its corporate profile, coinciding with Westley Group being counted as one of the UK’s top-performing businesses in The Sunday Times HSBC International Track 200 list.

B2B rebranding calls for commitment from the top down, involving key stakeholders to drive the whole evolutional process forward. Every policy, investment, sales and marketing decision must be aligned to ensure that it’s seen as authentic, both externally and internally. To connect with employees and customers, businesses need to train their teams to embrace the operational changes and deliver the brand promises.

The stronger your brand presence, the more of an impact it will make in your sector. Reinventing yourself can build trust, redefine your attributes and increase conversion rates, helping you stand out in a crowded marketplace with too many similar products and services. Positively influencing customer perceptions, it plays an instrumental role in purchasing decisions, ultimately adding value to give your business a better chance of sustainable growth.

Whether it’s a change in ownership or simply a much-needed update, carrying out a well-considered, holistic rebrand is the practical way to transform your B2B image and reinforce your unique values. No two businesses are ever the same, so it’s essential to be different and follow a thorough procedure that achieves the best outcomes for you.