🧠 Does Branding Actually Matter?

Welcome back to the 28th edition of the Nord Media newsletter.

Before we get started – Is there anything specific you’re wanting to learn about? Let me know, as always I appreciate all of you that reply each week and share feedback with me.

First off, I want to give a huge shoutout to WesleyBancroft and Scott_bair for creating the new branding. 

Absolutely phenomenal work.

They specialize in branding for startups, helping them launch and win with one flat fee, delivered by an expert team in just 21 days. 

I couldn’t be happier about this new chapter for Nord Media and what’s to come in the future. 

I HIGHLY recommend to check them out at: 

https://www.logolaunch.co/

Speaking of branding, 

In today's newsletter, I’m breaking down all the need-to-knows about branding and launching a successful rebrand.

“Branding is not just about being seen as better than the competition. It’s about being seen as the only solution to your audience’s problem.”

– John Morgan

I often see branding being extremely misunderstood as just visual identity—things like the

• Name, 

• Logo, 

• Design, 

• and Packaging. 

Unfortunately, many people, even some experts out there, still see it this way. 

Despite the growth in our understanding of branding over the years, the outdated idea that branding is only about visuals is still being pushed, even by top marketers.

Branding is “the perpetual process of identifying, creating, and managing the cumulative assets and actions that shape the perception of a brand in stakeholders’ minds.”

Simply, your branding is more than just visuals—it’s your business’s “personality.” 

And it plays a huge role in influencing consumer purchasing decisions. 

Because it’s how you stand out against your competitors. 

Their product might be 100x better, but if you’ve got the branding that speaks directly to the audience you want, you’ve won the loot.

This Week’s Sponsored Event - Motion’s 2024 Creative Strategy Summit

I Wanted to share with you all about an event I’m attending that you should check out.

It’s called The Creative Strategy Summit 🧗and it’s hosted by Motion.

This free, virtual event is packed with epic sessions covering tactical execution and future-focused trends in DTC advertising.

Check out the details and get your free ticket here 👀

Here’s just a sneak peek of the speaker line-up: 

• Connor MacDonald, CMO @ Ridge

• Connor Rolain, Head of Growth Marketing @ HexClad

• Sarah Levinger, Paid Creative Consultant

• Savannah Sanchez, Founder @ The Social Savannah

It’s got TWO content-packed tracks. 15+ marketing mega-minds.

Every speaker has real clout. 

They’ve all managed tens of millions of dollars in ad spend, turned unknown DTC brands into household names, and they’re joining forces to teach you everything! 

Sneak peek of some sessions include: 👇

1️⃣ BFCM planning & 2025 big bets

2️⃣ The anatomy of the perfect ad (and how to make them)

3️⃣ Using AI to 10x your creative strategy

4️⃣ A day in the life of a creative strategist

5️⃣ Mastering long-form video & high production ads

Get Your Free Ticket 💜

Can’t make every session? No stress. Register anyways. You’ll get recordings, calendar invites, and tons more!

Preparing For a Rebrand

The two most important words in branding are differentiation and consistency. They form the core of a brand's identity.

• Differentiation: This is about what makes your brand special.

In the millions of options, you need something that sets you apart, something that makes people choose you over the rest. 

It could be your product, your story, or the way you connect with customers—whatever it is, it needs to stand out.

• Consistency: Once you’ve found what makes you unique, consistency is what keeps that message clear and strong. 

You need to show up the same way, every time, so people know what to expect from you. It’s what builds trust and makes your brand recognizable.

When customers choose between your brand and your competitors' brands, they’ll choose the one with the branding that best relates to them and has been consistent with their core messaging. 

You’ll do this through:

• Clarity and focus: Keep your message simple and straightforward. Avoid muddying it with marketing fluff and disconnected value props. 

Pro tip: ask your best customers why they’d refer you to others and you’ll find themes that will help you resonate with them. 

• And Emotional Connection:  People buy into brands they connect with emotionally.

Pro tip: In your messaging, show that you understand their deeper pain points and goals, and present yourself in a way that they’d be proud to be associated with. 

A Successful Rebrand

A rebranding project should always be tied to specific goals. 

Many of our clients face a common challenge: their present—self image doesn’t align with who they’ve become. 

Take, for example, a successful startup that’s raised Series A funding but still relies on the same visuals, website, and messaging they created on day one. 

Outdated branding makes the company appear cheap and untrustworthy like somebody who evidently doesn’t care about their appearance and demeanor.

A successful rebrand goes beyond just updating the look.

• Repositions the company, 

• Enhances its market presence, 

• and Drives measurable business outcomes. 

The ROI of a rebrand isn’t limited to just one metric like revenue or LTV; it’s a combination of factors that indicate the rebrand’s success.

These include:

• Market Perception: Positive shifts in brand awareness, customer sentiment, and media coverage.

• Customer Engagement and Loyalty: Increased engagement, higher retention, and stronger brand loyalty, measured through NPS, social media metrics, and repeat purchases.

• Business Growth: Growth in sales, market share, and customer acquisition, reflecting overall business expansion.

• Employee Alignment: Enhanced employee engagement and satisfaction, indicating internal acceptance and excitement of the rebrand.

Dunkin’ Rebrand Case Study

In September 2018, Dunkin Donuts announced a rebrand. 

The company had outgrown its original name and needed to modify its corporate identity to continue growing.

For years, Dunkin' was known for its donuts, which were the core of the brand’s identity. 

But as consumer preferences shifted toward healthier options and more variety, Dunkin' realized it needed to evolve. 

So, they dropped "Donuts" from their name and logo. 

This wasn’t just a cosmetic update—it was a statement that Dunkin' offered much more than just donuts. 

They expanded their menu to include baked goods, snacks, and a wide range of drinks.

This rebrand was a success. By shortening its name to just "Dunkin'," the company gave itself a fresh, modern feel that resonated with younger, health-conscious customers. 

The goal of this rebranding was clear – preserve the legacy, but also expand the brand’s potential.

It helped people see Dunkin' as a place to grab food and drinks anytime, not just a morning donut stop. 

This change made Dunkin' more relevant to today’s consumers and strengthened its brand presence. 

Now, Dunkin' is a household name and the #1 option for a quick morning breakfast stop, perfectly suited to today’s fast-paced lifestyle.

Biggest Mistakes Brands Make When It Comes to Branding:

If not done right, a rebrand could end up being a nightmare of confused customers and lost sales.

Here are a few common mistakes to avoid:

• Unclear Positioning: Don’t make it hard for people to understand what you do. The most common issue we see is brands focusing on features rather than highlighting benefits. Use simple language to clearly define what you do and the value you offer.

• Inconsistency: Inconsistent messaging, visuals, and tone across platforms can dilute your brand’s identity, undermining customer trust and recognition.

• Short-Term Focus: Overemphasizing short-term tactics can lead to reactive decisions that damage your brand’s long-term reputation and positioning. Focus on understanding your customers' pains and effectively addressing them.

• Internal Misalignment: Companies that don’t align their teams around a shared vision struggle to deliver a consistent and authentic brand experience across every touchpoint.

Closing Thoughts

Branding is an ongoing process that should evolve alongside your company. As your business grows and shifts, your brand should reflect these changes. 

Stagnation isn’t an option. It’s important to 

• Embrace change, 

• Stay attuned to your audience’s needs, 

• and Consider a rebrand when your current identity no longer aligns with your business goals.

Remember, your brand is more than just a logo—it's the promise you make to your customers and the perception you create in the market. 

Investing in your brand and strategically managing it is what will lead your business to long-term success. 

So make sure you stand out more than just visually. 

Create messages that truly resonate with your audience, and you’ll surely drive impactful business results.

Want to learn from me or connect on other platforms? 👇
 LinkedIn • Instagram • Twitter 

Thank you for reading! I appreciate you.
Sincerely,
Kody