The seeds are sown
In my previous blog, I talk about how the seeds of Omnia Business Management were planted and how they grew. But it wasn’t all plain sailing. In this second part of my blog, read how, when things go wrong, it can sometimes be a positive, as well as my top tips for small business rebranding.
With the ink barely dry on my logo, the colour palette added to my website, followed by the website launch, I thought the hard work of the rebrand was done. But, after all this, it was the simplest task that turned into the biggest headache!
Small Business Rebranding – what next?
As you’ll know, consistency across any branding is imperative. It is vital that you are recognisable and able to be “found” across any social media platform, website or marketing collateral. This consistency helps any potential client to build the “know, like and trust” elements of any buying/selling relationship. The next step was to get business cards designed and printed. No problem. I had done this before and I had guided clients through the process, too. A breeze, I thought.
As part of my design package, Cerrie Simpson, at Dorset Designer, had provided a design mock-up. It looked great and, with a couple of minor amendments, we were ready to roll. The design file went off to the printer and I waited eagerly. Cerrie assured me they would look fab; a modern design, with a glossy, embossed element. I couldn’t wait!
Signed, Sealed and Delivered
The much-anticipated day arrived! There was the box, signed (for), sealed and delivered to me. I could almost hear a drum-roll in my head as I opened the box for the big reveal. And then…bump! Back to earth with a thump. My business cards were wrong, just wrong!
The telephone number was printed so small, that I (the one person who knows it off by heart) had difficulty reading it and, worst of all, my email address now read as “julia@omniabusines” with the other half, “smanagement.co.uk” on the line underneath. – what perception of me, the so-called marketing expert, would a card like this give to potential clients?!
Now, years of marketing management have drummed into me the need to check and triple check each separate element of copy before sign-off. But, had I somehow missed this vital step in proofing my own business cards? A check back at Cerrie’s sign-off documents assured me (and her) that this was nothing to do with the original design – just a printer having an “off” day.
Thankfully, Cerrie was at hand to sort this out for me and pristine (correct) cards arrived a few days later. Frustrating at the time? Yes, but the end of the world? Of course not. Cerrie and I had both done our respective jobs right and, full testament to Cerrie, the problem was sorted quickly and efficiently. Indeed, Cerrie and I both saw the funny side of the situation and were able to have a joke about it
However, this little “blip” illustrates perfectly a point I make to my clients. If, when a problem arises, you handle it quickly and correctly, the issue becomes far less about the initial problem and, instead, much more about how it was dealt with. A great tip for dealing with negative reviews on social media, too!
The moral of the story
So, the moral of the story is this. Assume nothing, double check everything and always, most importantly, retain that sense of humour!
A small business rebranding exercise can be fraught, but that’s not to say it has to be. In summary, what are my top tips?
- Be consistent: Your rebrand will affect every area of your business. Make sure you are consistent across your website, business cards, email signature, marketing collateral and social media.
- What’s your story? Make sure you know what you want to achieve. Your brand is so much more than just a logo. It should encompass tell the story of what you are, who you are, why you do what you do and how you do it. It needs to appeal and attract your target client and resonate with them.
- Colours say everything: There is plenty of information online about what your colour choice says about you and your business. What subliminal message are your brand colours communicating about you? The right colours can go a long way towards building that “know, like and trust” relationship.
- The professional approach: I’m a big proponent of outsourcing tasks that you, yourself are not expert at, after all, that’s the concept behind my whole business! Simply, don’t try and cut cost by adopting the DIY approach! If your objective is to build trust and loyalty and get people to believe in you and your expertise, then you need to have a professional-looking store front. I’m not a graphic designer, so I employed one.
- Check, check again: It sounds simple, but hopefully my story will reinforce how important it is to check everything. Even better, get someone else to check it for you! Mistakes are costly and cause hassle, so make sure that, if there must be mistakes, they aren’t yours!
I would love to know any small business rebranding experiences you have encountered – the good, the bad and the downright ugly!