Case Study: Re-branding your business
Sometimes a business gets old. Branding can become tired, or it just is not "punchy" enough to get you noticed in a crowded and competitive market.
Take the case of the small renovation company we recently worked with. The old brand was just not attracting the higher end clients in the market. As well, multiple businesses in town were providing the same services. The client wished to keep the business local, but add services to their roster and now provide general contracting services, leveraging the relationships in the construction industry that he had made.
Start with your name & logo
Does your company name effectively indicate what you do?
Does it benefit your business to choose a name that reflects your style or personality? Do you need to change your name? It could be that you just need to change the logo or look of your company. Does the logo reflect the new you? Perhaps you just need the colours changed in your logo.
If you have good brand recognition in your market and a great reputation then you want to hold onto that name and logo.
Case Study: Realty Ready Delta Home Services Inc.
First we registered a new name that positioned the company to work more closely with realtors, home owners, sellers and buyers in the market. Then we designed a strong new logo and brand that reflected the strong, sophisticated vision of the owner, who also thought of potential franchising in the future.
Websites & Social Media
How old is your website? When did you last update the content? Sorry, if the site is older than 3 years, you really need a new site. Less copy, more pictures, simpler and stronger messages are the current standard. According to multiple studies you have between .05 seconds and 7 seconds to make enough of an impression to get potential buyers to engage with your information, or move onto another listing.
Did you know you can provide your clients with a Facebook booking calendar that ties to your Google calendar. Clients can book directly for a consultation. Use a consistent hashtag for your company, post pictures and use that hash tag.
Case Study: Within two weeks we had designed a new website, matching social media, and taken it live. We worked with the owners to teach them how to expand their reach, gather fans and share their messaging in local groups. We planned a soft launch digitally that gave them a coordinated branding and presence digitally. The result was over 100 likes on their business page in 3 days.
You do not have to spend a fortune on marketing materials to get noticed. Postcards, flyers, door hangers, posters or other printed materials can be disseminated locally person to person or to high traffic locations. It is possible to target your sales by area. For example if you are working in a subdivision, you can deliver a postcard to each home in the area that says you are working in the area, and what you do, Or drop a pile of flyers off at the local coffee shop for people to pick up.
Ensure the branding is strong and consistent to the look you have developed digitally, The goal is to develop brand recognition. In this way you can launch a new business in a cost effective manner.
Case Study: The market defined was two local towns within a larger suburb. Because the owners were long time local residents they wished to build on their existing relationships. The plan was simple. Create a postcard that could be used strategically with two groups. One with messaging specific to realtors, who would make referrals to the company. The second direct to home owners. Business cards were deliberately a different size, square to reflect the logo shape. These creatively echoed the social media branding, ensuring message consistency.
Print advertising is expensive. If you can find a vehicle that is in the market for more than a week this may provide a better option than the local paper, that is recycled weekly. Advertising in publications that are specific to your customer or industry is a best practices choice.
Case study: The owners placed an ad in a quarterly community lifestyle magazine that was hyper-local and stayed in market for 3 months. They received calls on this ad that resulted in over $40,000 worth of business. Combined with the digital and postcard marketing they booked over $100,000 of work in their first month of business.