It’s easy to get comfortable with your agency’s brand. Exploring a redesign of your logo, refining your positioning, or a complete overhaul of your marketing materials seem like daunting tasks when you try to take them on one at a time. But the truth is, brands get stale. They need constant attention, with tweaks, modifications, and adjustments to stay current and relevant. Changing logos, strategies, and sometimes even entire business and product lines are needed to grow.
When years have gone by with almost no attention given to your agency’s brand, it’s time for an overhaul. We’ve identified three key areas in which your agency should focus when completing a rebranding campaign.
Logo Redesign and Visual Vocabulary
When was the last time you looked at your agency’s logo and asked what could be better? Logos are often inherited with a business, or just taken as an “as-is” part of the company. They are flexible, and should be modified every few years to maintain relevancy. Logo redesigns can be drastic, or subtle tweaks. Consider using new colors, typefaces, and layouts for your logo. A freelance graphic designer is easy to find and provides a low-cost approach to this project. Check out some national brands’ logo redesigns:
Brand Positioning
What makes your agency special? Take this opportunity to outline your agency’s talking points to have a database to pull from when crafting marketing messages. Many of these are comments you often make when talking about your agency. Consider what your competition is doing and craft these messages to set you apart. Be direct, be succinct, and make an impact. Examples of these positioning statements would be:
- Serving Providence, Rhode Island since 1990
- Your community’s number one choice for auto insurance
- Over 25 years of expertise in the insurance industry
Digital Marketing Overhaul
Your online appearance has a profound impact on a customer’s impression of your agency. Many customers will view your website, Facebook page, and LinkedIn page during one session online. The need for cohesive, professional, and strategic profiles is evident. Take the time to compare all of your social media pages to see how they align, and identify any inconsistencies. Using your new brand identity and positioning statements, rewrite your company’s about us section. Begin to think about how you convey your agency on these outlets when you make regular posts.
Benefits of a Rebranding Effort for Your Agency:
Energize Your Staff
Give the entire team something to rally behind. It will instill confidence in your employees about your commitment to the agency and will be a positive topic for discussion.
Engage with Your Current Book
A rebranding campaign is a great topic of conversation with your current clients. It will give you some topics to talk about in email marketing, blogging, and social media efforts. It’ll also convey your commitment to evolving within the industry as your customers watch national carriers invest in marketing.
Investing in the Future
If you’re not thinking about the future of your agency, then why bother going into the office each morning? Your agency’s brand is one of the most crucial elements of your success. Give it the attention it deserves and requires.