There’s something powerful about seeing your brand stretched across the skyline—big, bold, and unmissable. For many businesses, securing a billboard is a bucket list moment in their marketing journey. But before you dive in, there are a few key things you need to know to make sure your investment pays off.

Location Is Everything

The golden rule of billboard advertising? Be where your audience is. A billboard on a quiet road with little foot or car traffic won’t do you much good. Choose high-traffic areas that align with your customer base. Whether you’re targeting daily commuters, airport travelers, or shoppers at the mall, your billboard should meet them where they are.

You Can’t Just Put Up a Billboard

One of the lesser-known facts about billboard advertising is that you can’t purchase space directly. Public access isn’t allowed—you have to go through an approved vendor or billboard reseller who works directly with media companies.

Understand the Real Costs

Billboards aren’t a small investment. On average, expect to spend around $4,000 every 4 weeks for a single billboard. This includes:

• Rental fees paid to the media company
• Creative design of the billboard itself
• Production of the vinyl (for traditional boards)

If you opt for digital boards, you’ll save on vinyl, but there’s another trade-off to consider.

Quantity (and Strategy) Matters

One billboard is rarely enough. To make a true impact and build brand recognition, most campaigns require multiple placements in strategic locations. Think of it like surround sound—you want your message coming from all directions.

Know Your Options

Highway billboards aren’t your only choice. Today’s outdoor advertising includes a wide range of formats:

• Bus wraps
• Benches
• Gas station toppers
• Airport displays
• Mall verticals
• Digital boards

Each one offers unique benefits depending on your target audience and campaign goals.

Digital Boards: More Flexible, But Less Exclusive

Digital billboards may seem more cost-effective, but keep in mind that you’re sharing the screen with 20–40 other advertisers. Your ad might only appear for 10–30 seconds every few minutes, reducing visibility and conversion potential. If a standard billboard has a 1% conversion rate, a shared digital slot may bring that down to 0.1% or less.

Support Your Billboard with Digital Retargeting

Outdoor advertising works best when combined with smart digital tactics. Geolocation retargeting allows you to capture mobile data from people who passed your billboard, then serve them relevant ads later online. It’s a powerful way to extend the life of your message and boost ROI.

Design Makes or Breaks Your Billboard

We’ve seen it all—fonts too small to read at 60 mph, cluttered messages, or logos that just don’t stand out. Billboard design is a unique art form. At Fisher Design and Advertising, our experienced designers know how to create bold, clear, and compelling visuals that grab attention and deliver your message in just a few seconds. After all, if you’re going to spend thousands on the space, don’t let bad design waste your investment.

Ready to Take Your Brand to the Streets?
Let our award-winning team help you make your billboard campaign not just seen—but remembered.

Learn more about outdoor advertising with Fisher Design →

The post What you need to know about billboard advertising appeared first on Fisher Agency.

1. Publish a Press Release

   A press release is the best way to announce your rebrand to the public. Draft a statement explaining the motivation behind the rebrand, how it aligns with your company’s vision, and what it means for your customers. Post it on your website, so you can link to it in emails, social media, and announcements. This helps customers understand the value of the change and deepens the connection with your new brand identity.

2. Trademark Protection

   By now, you’ve likely ensured that your new brand name, logo, and tagline are available for use, but finalizing trademark protection is a crucial next step. Consider the types of trademarks available:

   • National vs. State Trademarks – Register nationally for broader protection.
   • Word Mark vs. Brand Mark – Protect both your name and logo.

   Consult a trademark attorney to finalize these protections, and be sure to add trademark details to your updated brand guidelines.

3. Update Brand Guidelines
   

   New branding calls for a fresh set of brand guidelines that encompass everything from your logo to your tone of voice. Make sure this document is accessible to everyone in your organization so that all future communications and visual elements are consistent. Updated guidelines should cover:

   • Visual Identity – Logos, color palettes, typography, and imagery.
   • Messaging and Tone – Voice, language, and style.
   • Usage Rules – Guidelines for logo usage, fonts, and any prohibited modifications.

4. Refresh Visual and Digital Assets
   

   Revamp your website, social media profiles, email signatures, and marketing collateral to reflect your new branding. Here’s a breakdown:

   • Website – Update logos, colors, and messaging. Add a popup announcing the rebrand, and link it to your press release for more context.
   • Social Media – Change profile pictures, cover photos, and bios across all platforms.
   • Marketing Materials – Refresh brochures, business cards, letterheads, and presentations.
   • Product Packaging – Update packaging, labels, or any physical elements displaying the brand.

5. Notify Key Stakeholders

   Ensure everyone connected to your business is aware of the rebrand:

   • Employees – Host a meeting or distribute an announcement that explains the rebrand, shares brand guidelines, and provides access to updated materials.
   • Clients/Customers – Send a direct email, newsletter, or post on social media to inform customers about the rebrand.
   • Partners and Vendors – Notify suppliers and partners, so they can update their records and any co-branded materials.

6. Optimize SEO and Online Listings

   Updating your digital presence goes beyond visuals; it also includes optimizing your brand name and keywords across search engines and directories:

   • SEO – Refresh keywords and meta descriptions to reflect your new brand identity.
   • Google My Business & Online Listings – Ensure your updated brand name, logo, and contact info are consistent across all directories, review sites, and Google My Business.

7. Update Internal Systems and Documentation

   Internal systems also need to reflect the new brand:

   • Invoices, CRMs, HR Documents – Update branding across all platforms and paperwork.
   • Contracts and Proposals – Reflect the new brand name in any legal or customer-facing documents.

8. Advertising and Public Relations Campaign

   To spread the word about your rebrand, launch an advertising and PR campaign:

   • Public Relations – Reach out to industry publications, local business journals, and bloggers to cover the story.
   • Advertising Campaigns – Update visuals and messaging across digital ads, print ads, and any sponsored content. Highlight the reasons behind the rebrand and emphasize the benefits for customers.

9. Domain Name and Email Updates

   If your rebrand includes a new domain name, redirect your old domain to the new one. Here are some key tasks:

   • SEO Impact – Use Google Search Console to transfer your SEO authority (or “juice”) to the new domain.
   • Email Updates – Update email addresses to reflect the new domain. Redirect old email addresses to ensure no messages are missed.

10. Handle Legal and Financial Changes

    Notify the necessary regulatory and financial entities:

    • Business Licenses – Update your business license to reflect the new brand, either through a DBA (Doing Business As) or an LLC change.
    • Legal Documents – Amend contracts, licenses, permits, and insurance policies as necessary.
    • Financial Institutions – Inform your bank and accounting software of the change, and update your invoices, QuickBooks, and D&B registration.

11. Monitor Feedback and Be Ready to Adjust

    Finally, gauge how your rebrand is being received. Monitor customer feedback on social media, review sites, and your website. Adjust as needed based on this feedback to ensure the rebrand resonates positively with your audience.

More Than A Logo

A rebrand is more than just a new logo; it’s a strategic refresh of your company’s identity. By following these steps, you’ll ensure that your rebrand is legally secure, visually consistent, and seamlessly integrated across all business facets. Embrace this new chapter with confidence, and enjoy the strengthened brand presence that comes with a successful rebrand!

Ready to elevate your brand? Call Fisher Agency today to start your rebranding journey and make your vision a reality!

The post After Rebranding: Essential Next Steps to Maximize Your New Identity appeared first on Fisher Agency.

In the ever-evolving landscape of business, it’s essential for brands to adapt and stay relevant. A brand is more than just a logo; it’s an experience, a promise, and a connection with your audience. If you find your brand feeling a bit stale, it might be time for a refresh. Here are some top ways to breathe new life into your brand and ensure it continues to resonate with your target audience. Need help with your brand audit? 

Conduct a Brand Audit Annually:

• Start by evaluating your current brand identity, messaging, and positioning. A comprehensive brand audit helps you identify what’s working and what needs improvement. Analyze your visual elements, such as logos, color schemes, and typography, as well as your messaging across various platforms. Seek feedback from customers and employees to gain valuable insights.

Define Your Brand Purpose:

• Ensure your brand has a clear and compelling purpose. Consumers are increasingly drawn to brands that align with their values. Consider what your brand stands for, its mission, and the impact it aims to make. Authenticity in purpose will resonate with your audience and distinguish your brand in a crowded market.

Refresh Your Visual Identity:

• Update your visual elements to reflect current design trends and maintain a contemporary aesthetic. See an evolution of a brand in our Dick’s Wings Case Study. This may involve tweaking your logo, refreshing color palettes, or choosing modern typography. Aim for a cohesive and visually appealing look that reflects the essence of your brand.

Revise Your Messaging:

• Refine your brand messaging to ensure it aligns with your current goals and resonates with your target audience. Craft clear, concise, and compelling messages that communicate the value your brand provides. Consistency in messaging across all channels enhances brand recognition and strengthens your brand image.

Embrace Digital Transformation:

• In today’s digital age, it’s crucial to have a strong online presence. Ensure your website is user-friendly, mobile-responsive, and reflects your brand accurately. Leverage social media platforms to engage with your audience and stay updated on the latest digital marketing trends. Embracing technology can give your brand a contemporary and forward-thinking image.

Launch a Marketing Campaign:

• Introduce your refreshed brand with a well-executed marketing campaign. Utilize various channels, such as social media, email, and traditional advertising, to create excitement and generate buzz. Highlight the changes you’ve made and emphasize the benefits your audience can expect from the updated brand experience.

Engage Your Team:

• Your team plays a vital role in delivering your brand experience. Ensure that employees are aligned with the refreshed brand identity and understand how it translates into their roles. Foster a sense of pride and enthusiasm among your team members, as their passion will naturally extend to customers.

Conclusion:

Refreshing your brand is not just about aesthetics; it’s about staying relevant, connecting with your audience, and remaining competitive in a dynamic market. By conducting a thorough assessment, defining your purpose, updating visual elements, refining messaging, embracing digital transformation, launching a marketing campaign, and engaging your team, you can successfully breathe new life into your brand and ensure its continued success. Launch your business into the new year with a comprehensive brand audit and brand refresh from Fisher Agency.

The post How to Refresh Your Brand appeared first on Fisher Agency.

Depending on what your business and brand goals will determine which is the best for you. 

Let’s Debunk 3 Important Myths

“Isn’t a brand just a logo?”

Your logo is part of the bigger picture. A logo is a symbol of what your brand stands for.  

“Branding is just marketing, right?”

Branding is the foundation for how your business is perceived, while marketing is how to communicate with your customers. 

“Branding is a waste of money”.

Branding is about more than just throwing dollars at a marketing campaign. When you have a proper brand strategy it includes taking advantage of all of the opportunities you have to create a connection with your customers. 

It’s important to highlight these misconceptions because each of these plays a part in your rebrand or brand refresh. 

Is a brand refresh right for my business?

It’s important to start at the end and engineer your brand strategy based on your business goals.

An important question to ask yourself is “What is your exit strategy and why are you considering it?” Are you looking to sell your business in 10 years or perhaps considering handing it down as a legacy brand? It’s important to work on building brand equity since building brand value takes time.

Each of these factors plays a vital role in determining whether it’s time for a rebrand or refresh.

You might consider doing one or the other if you find yourself considering one of the 6 situations. Consider these six situations to determine which option is right for your business goals:

1. You want to reposition yourself in the market.
2. You are preparing for a merger or acquisition.
3. You have a negative brand perception, and it’s time to clean up your reputation. 
4. You want to revitalize the brand and show growth. 
5. There have been significant changes to the business model.
6. It is time to expand or diversify your business. Expansion or diversification

3 Reasons to consider a rebrand 

Reason 1 to rebrand: Marketing repositioning 

If you’re looking to make a shift in your business strategy, expand into new markets, update your target market by looking for new buyers or you are looking to communicate a competitive advantage showing that you’re making big changes, this is a reason to consider rebranding.

Reason 2 to rebrand: Mergers and acquisitions

If you are looking to position yourself to sell your business or acquire another business, this is the time to rebrand. There are several reasons you’ll want to rebrand that go beyond a logo redesign. Mergers and acquisitions for a brand will require you to consider the cultural impact on the brand, the alignment of both brands and an opportunity to move away from any previous negative associations.

Reason 3 to rebrand: Negative brand reputation

One major variable that will determine your brand equity is your reputation. You might have noticed from time to time a banner announcing “Under New Management” in an effort to rebuild the brand’s credibility. In an effort to rebuild trust from a damaged reputation or continued bad customer experience rebranding is a viable and necessary strategy. 

3 Reasons to consider a brand refresh

In most situations, you don’t need a complete rebrand and a refresh will better suit most businesses.

Reason 1 to do a brand refresh: Revitalize your brand

Your target audience and loyal customers want to see that your brand is evolving, growing, and putting energy to continue to deliver a great brand experience as much as you are delivering a great product or service. This doesn’t mean you have to perform a complete overhaul but a well-thought-out brand strategy would typically include an update to the logo, marketing materials, improvements to operations, and a website update, just to name a few.

Reason 2 to do a brand refresh: Updated business model

If you’ve made major changes to your business such as offering new services or you’ve made major improvements this is a great time to communicate those changes with your current customers and to target new buyers that overlooked you before. One effective way to do this is to simply improve your communications strategy within your brand strategy. A refresh doesn’t have to cost you a ton of money if it is well planned out and aligned with your operations.

Reason 3 to do a brand refresh: You’re growing your brand

If your exit strategy is to grow and expand your brand I would highly recommend doing not only a brand refresh but also using this as an opportunity to develop an expansion strategy. For example, if you are looking to create a franchise there are a number of action items to consider when it comes to maintaining your brand integrity as you expand. 

Case study: Dicks Wings

At Fisher Agency, we were challenged with performing a rebrand for the Jacksonville-based franchisee Dick’s Wings & Grill. They wanted something modernized while keeping the integrity of the brand personality. This is one reason it’s vital to work with branding experts because a logo is not just a mere logo anymore when there are a lot of variables that go into a brand redesign.

We successfully delivered this brand refresh to Dick’s Wings & Grill after several months of working closely with their marketing team and CEO. We are excited to see this new brand identity on their Jacksonville locations as they continue to expand and grow with new franchisees across the state and possibly the country.

If you’re wondering if it’s time to refresh or rebrand and expert insight reach out to us at Fisher Agency so we can consult with you, guiding you in the right direction.

The post Should I rebrand or refresh my brand and what’s the difference? Find out which path is right for you. appeared first on Fisher Agency.