Rebrand, Refresh or Remain Steady

When people come to us, they often wonder if they should rebrand. Maybe they need to refresh their current brand? Or is that all a mistake and they should remain with their existing brand? Some of this is just semantics, but some of it is an important strategy. Why you should remain consistent with your brand There is good reason to be wary of changing your brand too frequently.  Consistency is essential in branding. It usually takes multiple touchpoints for someone to recognize and trust your brand. Once you are remembered and trustworthy, you can begin the sales process. Face it; you’re not going to make a sale if people don’t fully understand who you are, what you do, or they don’t trust you. You may be tired of seeing the same colors and fonts, but your prospects are probably not as bored of it as you are. Even as you work to maintain consistency, remember that all brands are […]

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Five Reasons to Rebrand Your Business

“Rebrand” — the word can strike fear in the hearts of some business owners and marketing professionals. Rebrands, however, don’t need to be a bad thing. All brands — including iconic ones such as Apple, Starbucks, and Coca-Cola — have changed over the years. It’s necessary to keep your organization moving forward and relevant in evolving marketplaces.  There’s no question that rebranding your business is challenging. Rebrands take hard work, and there are real costs in terms of time and expenses to consider. Also, the process can force you to examine some of the not-so-ideal parts of your business. But a good rebranding will inject new energy into a company and its customers. There’s no exact formula for determining when to rebrand. Most often, the need for a rebrand is created by some event or circumstance your company encounters. Here are five common ones.  #1 – Your company has changed significantly. As your company grows and matures, you may add […]

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Branding Changes to Make When Adding New Products

Most companies start by offering one product or service, and frequently the company name and what they are selling are the same and used interchangeably. But as the business grows, and you expand your offerings, there needs to be a distinction between the name of the business and the name of the products and services it offers.  It’s important not to overlook the impact a new product or service has on a brand.  Different approaches to rebranding as your business expands Two Visible Logic clients recently faced this challenge as their respective companies grew.  Example: Group MarketShare Group MarketShare offers software that enables insurance providers to securely share market information. Their company name and software both used that name. As they began looking to apply their technology to other industries they realized these new applications may need new brand names. So, they wanted to separate the name of their software from the name of their company, which raised the question: […]

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Essential Elements for Your Software’s Website

After months — and perhaps even years — of developing your software or app, you’re finally ready to launch it. But the work isn’t done. You still need a website. Because, regardless of how innovative or invaluable your app or software may be, it won’t be successful without an effective website to help market, promote and sell it.  At Visible Logic, we’ve built several award-winning websites for successful software and app companies. We’ve worked with startups like ReMo, an EdTech software that won the top prize in Maine Center for Entrepreneurs’ accelerator pitch-off. We also support later-stage software companies like DAVO, which recently announced they were successfully acquired. While we custom build each website to fit the unique needs or functionality of the app or software it promotes, we’ve noticed there are several common elements to these websites — regardless of whether it’s for a financial app or educational software. Here are essential elements for your website that we incorporate […]

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