As part of a rebranding effort, Dunkin’ Donuts dropped “Donuts” from its name to position itself as a “premier beverage-led, on-the-go brand.” The company’s tweet on Sept. 25, 2018, read: “It’s official: We’re going by Dunkin’ now. After 68 years of America running on Dunkin’, we’re moving to a first-name basis. Excited to be #BFFstatus with you all.”
As part of the change, Dunkin’ rolled out a new logo but retained the pink and orange colors and the original font it had used for its name for many years.
By removing “donuts” from its name, Dunkin’ gained the flexibility to widen its reach in the profitable coffee market, where they were already going head-to-head with Starbucks. The change also allowed Dunkin’ to emphasize its desire to be the on-the-go brand people can depend on. (Source: https://news.dunkindonuts.com/news/releases-20180925)
Four years later, many marketing experts point to Dunkin’ as a prime example of a successful rebrand.
Whether you are contemplating a rebrand or simply hoping to boost your brand image for your fencing company in 2023, we have put together a list of things you can do to make the process successful.
Four years later, many marketing experts point to Dunkin’ as a prime example of a successful rebrand.
Branding = Your Personality
You have only one chance to make a good first impression. People judge you by your brand within seconds. Make sure your brand matches your values.
It might help to think of your brand image as your fencing company’s personality. Just as we can make changes in our own lives to meet new people and experience new things, you can boost your company’s brand image.
Why Does Branding Matter?
Branding is the process of creating a relationship between a company and its customers. A brand image typically involves an overall message about the product or service that is woven into the company’s marketing.
A company’s brand image is what sets it apart from its competitors. Ideally, branding involves a great name, a powerful logo, and a slogan—a promise that the public can easily identify with that company. All three—name, logo, slogan—should work together as a team promoting the same brand.
Branding is important because it establishes your company within the fencing industry. It helps distinguish your fencing company from other companies that offer similar products and services.
Branding also helps convey the value of your products to customers. It showcases why people should do business with you and what they gain by doing so. Branding not only helps attract new customers, but it helps remind previous customers of what you have to offer.
How to enhance your brand image
You have only one chance to make a good first impression. People judge you by your brand within seconds.
1. Define your message. What are your company values? What are your strengths? Are you conveying those ideals to your customers? Consider ways you can refine your slogan and your other marketing materials to reflect better who you are and what you do. You offer a specialized product—fencing— but you are also selling quality and service. Find ways to communicate your mission better.
2. Update your logo. After rethinking your written message, now it’s time to think about your logo. Is it professional? Is it fresh and modern or traditional? Does it gel with your written message? Do you need a totally new logo, or just a refresh? Or does the logo still “work” for you and your customers? Retooling the image with a fresher, cleaner look might be worth the investment.
3. Rethink your slogan. What is the one thing you want people to know about your fencing business? What is the one thing that makes you better? What is the one thing that only you can say that sets you apart? What is the one reason people should buy from you? That could be your slogan.
4. Clean up your website. When was the last time you updated your website? Many of your customers find their way to you through this doorway, so make sure it does not turn them off from the get-go. Each page of your website should reflect your brand image. Consider adding new high-quality photos of your fencing products and crisp copy that answers frequently asked questions about vinyl fencing.
5. Get social. Extend your brand by maintaining an active social media presence. Consider live streaming from sales events, quick how-to videos, and fun contests to gain followers. Help out local non-profit organizations by sharing their content and letting folks know how your company gives back to the community. Also, encourage customer reviews and testimonials to build awareness of your products and confidence in your company.
6. Give back. One of the best ways to boost your brand image is by getting more involved in your community. Here are just a few ideas:
Give employees paid time off to work as volunteers at the local food bank or animal shelter.
Host a holiday toy collection or a winter coat drive.
Partner with another business for fundraising for a charity.
Volunteer to help out at charitable events.
Allow school groups to use your parking lots for fundraisers.
Sponsor youth/community based or arts events.
Seek out opportunities to donate fencing to a good cause.
7. Focus on customer experience. The previous tips mainly involve getting people to visit your fencing showroom. But what about once they get there?
If you have a brick-and-mortar location, you have the opportunity to showcase your brand image in many ways. Consider everything from the colors and lighting in your rooms and the music playing in the background to how your customers are greeted. Also consider the “outside” experience and how your location looks to visitors. Do all the elements align with your brand image? If not, what can you do to achieve more consistency?
8. Think more about service than sales. People who need fencing are looking for solutions to a problem. Maybe they want more privacy. Or perhaps they need to keep their pets or their children safe.
If you focus on helping them solve their problems rather than selling them fences, it can help boost your brand image. It’s all about prioritizing your customers and letting your core values shine through. And the best part is the boomerang effect that occurs. Multiple studies reveal that people who feel that a company cares about them are more likely to buy that company’s products.
The past few years have been a real roller coaster ride. You have had to deal COVID-19, supply chain woes, inflation, and a labor shortage— all of which you had no control over. Your brand image is different. You are in control of your company’s personality. Let 2023 be the year you take complete control of this powerful tool by giving it a needed jumpstart.