The COVID-19 pandemic of the past two years has caused a revolution to a broad swath of activity in the business world. One of the most important changes is the means by which professional service businesses—such as law firms, insurance companies and financial service firms—are presenting themselves.
Before COVID struck in early 2020, you would connect with potential clients through traditional means of face-to-face meetings in offices, presentations at industry conventions or trade shows, and participation in seminars. In addition, your company would have collateral materials such as marketing brochures, press releases, or a website detailing your mission values, and benefits of working with your company.
In the post-pandemic world, brand refreshes are now even more vital.
COVID changed all of this by slashing away at the opportunities to meet with people in both a person-to-person and a collective situation. More and more, potential clients connect with businesses from their computers, laptops, or phones. Because of the growth of the virtual world, new modes of presentation and digital platforms are becoming increasingly convenient, interesting, and engaging. We see this trend is likely to be long-lasting. Thus it has become more necessary than ever for organizations to present their brands in ways that increase their digital appeal.
What People Want from Brands Online
The first thing companies must recognize as they set out to refresh their brands is that their clients, current and potential, have become increasingly demanding about what they expect. As an article posted on the MarTech Series website, which covers marketing technology solutions, said, a company’s customers “expect brands’ online presence to have an appealing, engaging look, and for their message to have relevance to their lives and interests. That is why brands should consider undergoing a brand refresh that will resonate with new audiences, reintroduce themselves to existing customers, and help them stand out in an increasingly competitive online landscape.”
“Organizations must ensure that every photo and video is of high quality and reflects accurately and consistently the message behind their brands.”
On the technology front, images used for client engagement in this new digital world are no longer just flat logos or photography. To truly grab and hold the attention of clients—who are already flooded with imagery from an ever-growing number of websites—brands have upped their use of animation, which illustrates what the brand stands for, its distinctive message, and the integrity and values that stand behind their services in highly appealing ways. Companies have also begun to include videos that describe their brands’ attributes and how they distinguish themselves from their competition—going beyond just written text and static photos.
Brands of today must not hesitate to invest in high-quality videos and imagery. “Current and potential customers that have become more and more tech-savvy can spot poorly executed photography or cheap stock photos from a mile away,” said Larissa Montecuollo, partner and creative director at Trillion. “Organizations must ensure that every photo and video is of high quality and reflects accurately and consistently the message behind their brands.”
How to Challenge Your Brand Post-Pandemic
Certainly, the explosion of digital technology has drastically changed the process of refreshing a brand. In marketing their services, companies now place greater importance on their online presences; make greater use of tools such as Zoom and social media to drive engagement; and increase the outflow of email marketing pieces which can directly reach their target clientele in comparison to risky and expensive advertising.
However, in conducting the actual refresh process, many of the pre-pandemic rules still apply.
Beginning the refresh requires the recognition that it can challenge some of the preconceived notions your company and your customers have about your brand. This puts a premium on creative intelligence and forward-looking planning, which are crucial to positioning the brand for a strong future. You must also listen carefully to your clients and customers to ensure you are catering to their needs.
At Trillion, we recommend that our clients begin the process with a brand audit, reviewing all of its marketing materials (print and digital) and bringing to light any inconsistencies that may be impacting how your brand relates to your customers. Your company should also consider conducting a SWOT analysis (strengths, weaknesses, opportunities, threats), which should involve an independent third party that will interview clients, employees, and key stakeholders to help reveal how the brand is perceived.
Armed with the data from the audit and the SWOT analysis, your company can proceed to the selection of the team that will conduct the brand refresh. Again, the rules behind the choice of these people are the same now as they were before the pandemic: They must possess the talent and expertise required to undertake the project; they must have a solid background in the client’s industry and be fully familiar with its nuances; their portfolios must include creative work, particularly in digital elements, which the client organization finds compelling; and they must share your values and be easy to work with.
Of course, all efforts at brand refreshes must be conducted at a cost that is economical for the client. Special attention must be paid to the bottom line—meaning a close look at each element of the refresh effort, the cash outlay required, and the ultimate benefit to the company’s financial well-being.
In the post-pandemic world, brand refreshes are now even more vital. The risks to organizations that turn a blind eye to what the pandemic has altered are considerable. To survive, every company must ensure that their brands are relevant in the new digital norm.
Trillion Transforms Brands for Success
At Trillion, we have particular expertise focused on transforming brands. We take sound strategy and apply relevant visual identities to help brands evolve. You can learn more about some of Trillion’s branding projects or just give us a call with your brand refresh questions at 908.219.4703. You can also complete our simple contact form, and one of our partners will give you a call at a time that’s convenient for you.
