Is Brand still a big deal?

As you may or may not know, Optigrowth went through some pretty big changes in 2018. Mostly, we went through a name change and had to take a hard look at our business and how it relates to our clients and target markets.

The Dictionary of Brand defines brand as “a person’s perception of a product, service, experience, or organization.” We felt that a relook at how our brand is perceived is the next part of our scaling strategy and here are the reasons why.

People are essentially very fickle and want to be visually appealed to on a constant basis.  If it’s not pretty, first and foremost, then it isn’t worth a second glance.

Think about the huge following on Instagram alone and the even larger population that resides on Tik Tok.  Here it is all about what they see, and in some cases, what they hear.

While these platforms don’t work on a brand like you may be thinking i.e. logos, the very essence of what they are communicating is, in fact, their brand or their persona. It’s no different to what a business needs to do.

So, that begs the question, “Is branding about a static piece of graphic or much more than that?”  We, after going through this rebrand, leaned very much on the latter side.  Yes, we love our new logo.  Yes, we love the new colours and how it sends a message of strength and deep-seated professionalism.  It also defines the tone and how we share our marketing content. But, we also love that it resonates with our values and business methodology.

How, you ask, can a rebrand do all that?

Well, we had to follow our own advice and find a company to outsource this too. We may know a lot about business, but branding is a very specific skillset.

We needed a company that will be the experts and guide us through the complexities of articulating what we feel.  And again, it’s not just about putting together a great looking new logo, it was about taking a journey with us. It was about asking the right questions and working out how to get our message and purpose across through our brand.

In case you don’t know, here is our purpose:

“Our purpose is to combine our experience with state-of-the-art business tools and world-class methodologies, to unlock tangible value for the business shareholder.  We embark on a collaborative process, highlighting opportunities, within the business for improvement and growth. 

Our unique approach of challenging the status quo, building information systems and releasing the business to do more, ensures control returning to the business leadership. 

These processes result in measured ongoing business success, refined and improved strategies and a renewed sense of accountability. Our ultimate purpose is to prepare the owner for an eventual realisation of value, through the business succession plans and exit point, should they wish to do so.”

Essentially, giving business owners CONTROL, FREEDOM and GROWTH

What do the colours have to do with it?

When deciding on the colours, we were offered a few colour combos, and when presented with the dark blue, orange and white, we knew we had a winner.

Blue, in the visual advertising world, equates to words like dependable, strength, potency, hope, protection, reliable and importantly trust.

The orange speaks to innovation, optimism, fearlessness, certainty, and confidence.

The white simply wraps them all together with a peaceful yet stoic blend.

We have been pleasantly surprised along this journey and whilst we started out sceptical, we are very sold on the idea that “a great logo lasts more than 15 year. If you’re not a little uneasy, it’s not really worth it.”.

We wanted to portray a sense of comfort through our brand as well as a solid footprint that calmly spoke to an audience looking for that one place they could reach out to when in need of a trusted partner help them on their business journey.

Are there benefits to having a strong brand?

There certainly are. Here are 5 reasons we were adamant about redoing our branding:

  • Market recognition.Having a strong brand works to build customer recognition. This means when a customer is shopping for a particular product or considering a company to perform a service, they recognize your company in the running. Consumers are far more likely to choose a brand that they recognize over something unfamiliar, even if they don’t know a great deal about your company at the time.

 

  • Competitive edge in the market.Your brand is what differentiates you in the marketplace. When customers recognize and back your brand, it helps lend a competitive edge to your company. The more recognition you receive and the more you build your brand, the more you will find that your brand elevates and is competitive with other well-known brands.

 

  • Easy introduction of new products.When you already have a strong brand and loyal customers, it is often easier and less expensive to introduce new products or test them out before you further invest in them. If you have a loyal brand following, your customers will often be interested in your new products and even anticipate them being released.

 

  • Customer loyalty and shared values.The recognition and elevation that a strong brand builds upon all lend to greater customer loyalty. Customers are attracted to brands that they share values with. When you build a strong brand, you need to convey these values to build an emotional connection with customers. Brand loyalty often lasts a lifetime and even transfers to future generations.

 

  • Enhanced credibility and ease of purchase.Having a strong, well-known brand enhances your credibility with customers, your industry, and the marketplace as a whole. As you build your credibility, you also build recognition, loyalty, and competitiveness. Everything goes hand-in-hand, and you’ll find that your credibility has a direct connection to customers ease of purchase. We want to buy from companies we like, know, and trust. If your brand is credible, you’re far more likely to get the sale.

 

Who did we decide to outsource too?

We reached out to the branding experts in Cape Town, Brandesign.  Brandesign has been around for over 15 years, founded by Adrian Larkin and now jointly run by him and his partner, Mike Taberner.  With their combined experience and skillsets, they have built a business focused on helping companies understand their purpose, bring meaning to your logo and brand while helping you communicate this to you target markets.

The way their team spent time asking tough questions, building an understanding for who our company is and what we do was an eye-opening experience to someone like me who has some theoretical understanding and did a lot of googling – I am a typical business owner who thinks I can do it myself.

This got us thinking about what brand really means out in the market. Because, at the end of the day, when crafting and promoting your brand you want your target market to get you.

We certainly feel we achieved this we Brandesign and, since changing over to our new branding, have already been received positive feedback and compliments.

A big shout-out to the Brandesign Team!

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