Signs your firm needs a rebrand
With the speed of communication today, perceptions are created quickly. Taking the time to create the perception you define in a well-thought-out brand can be an invaluable investment in your firm. Your brand defines your firm’s personality, and serves as the foundation of all your marketing strategy and communication.
Following are some signs that it may be time to rebrand your firm:
Your website is out of date. While your website is just a part of your brand, it’s often the first place prospective clients will look to learn more about your firm, and evaluate whether to do business with you. It’s important your site tells your story both with simple messages and visuals, and demonstrates that your firm cares enough to communicate that story.
Your materials are inconsistent. Maybe your materials tell different stories or look different in terms of images, colors or fonts. Maybe they don’t match your website. It’s not uncommon for firms to have had different team members create different materials over time. Yet your materials should tell a consistent, cohesive story and should follow visual brand guidelines for look and feel. If your materials don’t all sound and look like they came from the same firm, then you may need to redirect and redefine your brand.
Your target demographic has changed. Perhaps you have an aging client base and need to start targeting younger clients. This means your brand needs to appeal to those younger clients. Your messaging, visual brand identity and method of reaching younger clients may need to change to reach them.
Your services have changed. Perhaps you’re now more focused on services for that younger demographic, such as college savings plans or small business planning, rather than on retirement planning. Your materials all need to tell your story and what you offer, quickly and cohesively, so it’s clear what you do and who you serve.
New competition is popping up. Have you addressed in your marketing what you offer that your competition doesn’t? If you are faced with new competition, then it’s time to make sure that your messaging clearly speaks to your differentiators. Being proactive in communicating how you compare can help you avoid losing out to your competition.
You didn’t do it right the first time. It’s not uncommon for firms not to allot much to marketing budget in early years. Yet once your firm has established itself, putting time, effort and budget into a rebrand can help you get to the next level. Don’t miss out on new opportunities and growth because your brand is outdated and doesn’t reflect your firm’s story.
We’d like to help your firm’s image shine in the spotlight. Consider a brand audit, where we evaluate your current materials and sales strategy, and determine if you need a rebrand, or just a refining of your existing brand and materials.
We work with financial advisory and investment management firms, and we’d love to help you develop content that communicates the right messages to the right audiences.
