When was the last time you took an audit of your personal and/or business brand? Are you communicating and/or attracting to your target market? That was the case with Graphix Response.
Providing print services since 1992, Graphix Response, hired someone to create their website when they first opened for business and haven’t really checked out their brand and site since. Why? Because business was great! Jobs were coming in. All kinds of print jobs. The question is, did that serve them?
Based on consumer trends, personal and corporate brands should consider auditing their brand awareness and value about every 5 years or so. Now I hear you. Your brand has a story, it is it’s own character if you will. You don’t want to touch it. We aren’t suggesting that you overhaul the brand and positioning. Small tweaks can make a huge impact on how your audience perceives your brand, the product and/or services you provide, and brand value.
Now it’s 2020, 28 years later and they are still in business but the market landscape has drastically changed. The internet is in full swing, social media exists, and how does their branding compete with other print service providers in the current landscape? That is exactly why they came to us. They were taking in every print job versus niching down to a specific discipline within their industry, becoming the expert in that one thing.
After discussing the pros and cons of the print industry today, and the types of jobs the owner would like to replicate 100 times over, we discovered that Graphix Response’s specialty in today’s market is actually direct mail printing.
Rebranding requires a certain finesse, you want to make sure that you retain the essence of the brand and not lose the core of it’s messaging but make it relevant in today’s market. We took to rebranding the logo, messaging, overhauled the website to be user friendly and dynamic in mobile view, and even updated the business owner’s personal page in LinkedIn so he can now authentically communicate how he is an expert in direct mail printing.