As a strategic communications and public relations firm, we have a deep understanding of the importance of brand. We know that developing and growing a strong brand can create exponential value, from attracting exceptional talent to developing business, building a strong reputation and so much more.
Given this understanding, you might think our rebrand process was simple. Spoiler: it was not, but we learned a lot along the way and are proud to launch an improved brand experience.
After completing our own rebrand, we want to share 3 of our biggest learnings to help make your next branding project a success:
1. Make sure your website tells a cohesive story: The initial website we launched in 2015 included an overview of our services, experience and successes, but it didn’t tell a compelling story. At the time, our business was new, and our story was just beginning. Now, more than six years later, it was time to tell our story through our eyes and the eyes of our clients.
We accomplished this in a few ways, including the addition of a founder’s letter that allowed me to share about our purpose and core values, and through client testimonials, which help communicate our value through the lens of those experiencing it.
2. Work with a designer who understands you — and your clients’ behavior: Our new website is designed with client and prospective decision makers in mind. We know that most C-suite executives buying our services come to our website with a singular goal and don’t have time to read long, dense copy.
Our design team made sure that the copy was broken into easy-to-read sections and that each page accomplished its purpose as simply and beautifully as possible. Color blocking, headers and fonts work together to create an experience that quickly gets to the heart of the visitor’s purpose.
3. Invest in original photography — not just headshots: The photos on your website help tell your company’s story, but they also can help connect your audience to your brand. This doesn’t just mean headshots of your team; instead, invest in photos that show how your team works together to accomplish its goals. Images should give visitors a sense of your team and brand’s personality.
Although we couldn’t get our entire team together, several of us met for a website photoshoot. Just like us, the images are professional, vibrant, and sophisticated, but they also convey the joy we experience working together.
The rebrand experience is not for the impatient, but it can be hugely valuable if approached with intention and clarity of purpose. We hope you’ll check out our new website and that it gives you a strong sense of our experience and capabilities, and ultimately, we hope it helps convey our intentional approach and the positivity of our team.
Have feedback on the new site or questions about our rebrand experience? We’d love to hear from you. Email us at firstname.lastname@example.org, and we’ll get in touch soon.
Julia Bonner is the president & founder of Pierce Public Relations.