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WHAT TO KNOW BEFORE YOU REBRAND

How messaging plays a key role in redefining your company image Many companies have had to go through a rebranding phase. It can be a tough reality for executives to face, as it can mean straying from the original marketing plan of the company. There are a number of reasons why a company may feel the need to reposition its brand. Its messaging simply could’ve become stale, failing to make a connection with the target audience. Or, after marketing analysis, it could’ve been discovered that the behavior of a target audience has changed. In turn, the company’s product(s) no longer align with those consumers. Take Old Spice, for example. Back in the 90s, it targeted older males through straightforward advertising campaigns. Enter the 2000s, and the company went in a different direction — instead targeting teenagers and young adults in an attempt to revitalize the brand. The rebranding featured off-the-wall humor, starring actor Isaiah Mustafa (“I’m on a horse.”) Old Spice’s refreshed advertising has been a monster success, with popular TV spots, high-engagement social media campaigns and more. What does it take for a company to successfully reposition its brand? Oftentimes there are design/logo updates, but messaging also serves as.

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Why hire a copywriter?

The art of communicating to potential customers Sometimes the role of a copywriter is perceived as something that any business can do on its own to save money. Let’s say you’re a business owner. Like many owners, you think developing web site content is as simple as throwing together a couple of paragraphs about what your business does. The challenge with that mentality is that there are most likely a countless number of businesses doing the same thing you are — whether you’re managing an auto shop, an accounting firm, a laundromat or a grocery store. “Frank’s Auto — we fix cars. Call us.” When potential customers are scouring the Internet for a shop to take their cars to, they’ll want to find the shop which speaks to them the most — one which states clear advantages of visiting their shop rather than someone else’s. A generic “we fix cars” won’t cut it. This is when having a good copywriter is so valuable. Copywriters are trained to think about every nitty-gritty detail of any given business and communicate to the audience what makes that business stand out from the rest. When business owners begin to write their own copy, sometimes.

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