This is Part 4 of a 5-part series on Rebranding. If you want to catch up on the basics before you continue reading, here’s Part 1, Part 2, and Part 3.

Brand character. It’s the sort of thing that will make or break a customer engagement. So important. So constant. And so much more than just the style of your logo. How do you determine your brand’s very personality?

Have you ever been to a hip, independent coffee shop or boutique music store and suffered through lacklustre–or even blatantly rude–service from the painfully “cool” staff? I know my fellow urbanites will relate! I bet you’ve wondered how places like this stay in business. I’d also bet you’ve found yourself going back anyway because the coffee’s good, or they have a selection you can’t find elsewhere. There’s something to that, right?

Contrast this with an upscale restaurant. Think about the kind of place where the staff provide the most attentive service, the food is of premium quality and presentation, and everything centres around providing you with a memorable and pleasurable dining experience. Customers who value this sort of luxury and attention to detail go to these establishments expecting to pay for it. Those who don’t prioritize these things will go somewhere else.


Now, I’m absolutely, definitely not saying there’s ever an excuse for poor customer service. I did my time in the service industry, and I think everyone would be a better person if they did too! But what if you knew your customers so well that you could just be yourself, whatever that may be? If you were really confident about your niche, in what you offer, people would know exactly what they were getting from you. The folks who were into that would come to you. No need to follow stiff (read: BORING!) conventions of marketing! Branding professionals usually have great insight on this stuff, and a good designer can really help solidify your brand voice through visuals.

Part of Being Memorable Is Knowing Who You Don’t Serve

It was a huge turning point in my business when I determined who my clients were not. My niche was so much clearer and marketing finally just CLICKED. I read a great article about this recently, so I’ll leave you with a little reading material: 3 Vital Marketing Lessons From the World’s Most Offensive Doughnut Shop.

Drop by tomorrow for the conclusion of the rebranding series. We’re going to talk about launching that shiny, new brand… and I’ve got a very exciting announcement to share!


About the Author

Reesa is an art school taught / self taught / eyeballs taught designer based in Toronto, Canada, and is the Owner and Principal of Ballyhoo Design. If you like this post, then you may also enjoy more marketing tips and trends via the Ballyhoo newsletter.

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