Visual branding while expanding can get complicated. Sometimes it can feel like you are trying to build the train while it’s moving. You’ve got a solid foundation of core products and loyal customers and you want to expand the number of products you are producing or even upgrade your facilities. There are a lot of moving pieces to consider. You want to get to your next goal as easily as possible without leaving out any important details. You have to make sure that you continue to stay on brand and build customer trust all while launching new products or locations.
One of my clients, Bubbles & Balms, has been making soaps and skin care products for 10 years now. In addition to a healthy list of stores carrying their products, web sales, and regular tradeshow appearances, they also have their own studio & boutique space. They recently expanded the number of products they are making and are popping up at a local mall for the holiday season. At this point, we worked together to make sure all of their packaging details were on point and every part of their pop up was maximizing brand awareness. We have a plan for how every new variation/scent of their products looks and how each new product is branded. Since we knew ahead of time, they could focus more on formulation and marketing instead of visual branding.
Here are some tips to help you get your branding done at the expansion stage
What you need to get started: First consider how you are expanding. Are you increasing the number of distinct products you are producing, hiring more staff, or moving into a new building? Gather a list of existing assets and your brand guide. Consider your vision of where you want to go and decide what success will look like.
What you’re going to do next: You’re going to take a bird’s eye view of your visual branding and look for weak spots that don’t maximize your brand awareness. You’re going to review your brand guide and make sure it’s crystal clear about how everything should look. Make a list of every asset across every channel that will need to be updated or created.
What does “done” look like?: Done looks like completing a brand architecture exercise and deciding on a visual brand strategy for every asset on every channel (signage, website, product label etc). And then successfully deploying your brand strategy across every asset on every channel now and easily in the future.
A good thing to know now to help you later: Pay attention to brand architecture (how all products visually relate back to the parent brand). Having too rigid of a brand leaves you without options as you expand and having things too loose won’t achieve the brand recognition needed to convert strangers to customers or get existing customers to try new products. Also: hire a good designer. You need a designer that has solid design skills, a pragmatic approach, and someone who you have good rapport with. You need someone who has the ability to think strategically and pragmatically. This will be a longer term relationship with someone who gets you and your business. They will be able to liaise with printers and SWAG makers for you and coach your staff in best practices.
The good news is that you can hire a good designer to help with your rebrand without going to an expensive agency. I offer a comprehensive, pragmatic branding package for business who are expanding and need high design skills at less than large agency prices.
