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Writer's pictureBailey Martindale

The Importance of an Outside Perspective in Branding

Updated: Jul 23

As a business owner, it's natural to be deeply passionate and invested in your business. After all, it's your vision, hard work, and dedication that have brought it to life. However, this close connection can sometimes make it challenging to see your branding from an objective standpoint. In this post, we’ll explore why business owners can be too close to their business and how gaining an outside perspective can help you better reach your branding goals.


The Perils of Being Too Close:


  • Emotional Attachment:

    • When you’re emotionally attached to your business, you might struggle to make unbiased decisions about your branding. Your personal preferences can cloud your judgment, leading to branding choices that resonate with you but not necessarily with your target audience.

    • Example: A business owner might insist on using a family name or a personal favorite color in the branding, even if it doesn't align with market research or brand strategy.

  • Blind Spots:

    • Being deeply involved in your business day-to-day operations can create blind spots. You might overlook key branding opportunities or fail to recognize inconsistencies because you’re too familiar with your brand.

    • Example: A business owner might not notice that their website design is outdated or that their social media messaging is inconsistent with their brand identity.

  • Resistance to Change:

    • Change can be difficult, especially when you’re close to your business. You might resist rebranding efforts or new strategies because they require stepping out of your comfort zone and altering what you’ve grown attached to.

    • Example: A business owner might be reluctant to update their logo or revamp their marketing strategy, even if it means missing out on attracting a new desired demographic.


The Value of an Outside Perspective:

Objectivity:

  • An outside perspective can provide the objectivity needed to evaluate your branding critically. Professionals can offer unbiased insights and identify areas for improvement that you might not see.

  • Example: A branding consultant might suggest a logo redesign to make your brand more modern and appealing to your target market.


Expertise and Experience:

  • Branding professionals bring a wealth of experience and expertise to the table. They’ve worked with various businesses and understand what works and what doesn’t in different industries.

  • Example: A marketing expert can help you craft a compelling brand story that resonates with your audience, drawing on successful strategies they’ve implemented for other clients.


Fresh Ideas and Innovation:

  • An outside perspective can introduce fresh ideas and innovative strategies that you might not have considered. They can help you break free from conventional thinking and explore new possibilities for your brand.

  • Example: A creative agency might propose a unique visual identity or an engaging social media campaign that sets your brand apart from competitors.


Market Insights:

  • Professionals can provide valuable market insights and consumer behavior analysis. They can help you understand your audience better and tailor your branding to meet their needs and preferences.

  • Example: A market research firm can conduct surveys and focus groups to gather feedback on your brand, helping you make data-driven decisions.


Case Study: A Real-World Example:

  • Company: Let’s look at the successful rebranding of Dunkin' (formerly Dunkin' Donuts). In 2018, Dunkin' rebranded to drop the "Donuts" from its name to emphasize its beverage-led strategy and appeal to a broader audience.

  • Solution: The rebrand included a modernized logo, refreshed store designs, and updated packaging. By focusing on their core strengths and expanding their offerings, Dunkin' successfully repositioned itself in the market while retaining its loyal customer base.

  • Outcome: The rebranding helped Dunkin' to be seen not just as a place for donuts but as a broader beverage and food destination, aligning better with their vision for the future. The rebrand was well-received and led to increased customer engagement and market presence.


Being deeply involved in your business is a strength, but it can also be a limitation when it comes to branding. An outside perspective can provide the objectivity, expertise, and fresh ideas needed to elevate your brand and help you better reach your goals. Embracing external insights doesn’t diminish your vision; it enhances it, ensuring that your brand resonates with your audience and stands out in a competitive market.


By acknowledging the value of an outside perspective and being open to change, you can overcome the challenges of being too close to your business and create a brand that truly reflects your goals and connects with your audience.


Ready to elevate your brand to new heights? Whether you're considering a rebrand or starting fresh, our team of experts is here to help. Schedule a meeting today for a branding or rebranding session and discover how an outside perspective can transform your business. Click here to book your consultation and start your journey towards brand excellence!






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