Companies may have varying reasons to consider rebranding. For instance, they might have changed the products they are offering and would need the look and message to match. Another reason would be to modernize their brand and exude a more professional look. In addition, the company may take on rebranding strategies to serve a changing customer base.
Things To Consider Before Rebranding
Whatever the reason is for rebranding, it is worth noting that this is not a small task. It involves a process more than a mere change in logo or website messaging. Here are some of the considerations a company should bear in mind before rebranding:
Evaluate your current brand value
While a change is in the offing, it pays to look at your current brand value. It may still have some pulling power.
Having said that, check out what is being said of your brand in the media, online, and in blogs. This way, you will have an idea on what to retain and what to change with your brand value.
Get the “why” of rebranding
What is the purpose of the rebrand? Is it because of customer or market insight? Are you rebranding because of bad press? Are you dealing with a changing landscape?
Determining the “why” can prove crucial to making future decisions.
Verify what makes your rebranding different
Rebranding is different from starting a new company or launching a new entrepreneurial project. You need to make your audience understand your unique value proposition and what makes you different from the competition. By rebranding, you may already have an idea of what your customers need.
Your ultimate goal when rebranding your company is success. Develop an understanding of what it is like for your company.
Before rebranding, you need to first establish a clear milestone and measurable goals. Likewise, you should determine the amount of time, money, energy, and resources you are willing to invest in the initiative, as well as your expected returns.
Rebranding Strategies To Help You Succeed
Now that you know the factors that you need to consider when rebranding, here are some rebranding strategies to enhance your company’s reputation.
1. Start with your core message
Determining brand colors and which social networks you should utilize can be a daunting task if you do not have an idea of what your company is all about and its mission and vision. Therefore, before proceeding with stock images and home page copies, re-orient yourself about your company.
2. Know what is working and what is not
There might be some elements of your brand that needs to remain, despite the rebranding plans. Consider the elements that work for your company brand, because you may not have to change them in the rebranding process after all.
3. Get in touch with a digital design expert
When talking to a graphics designer, web designer or web developer, be clear on what you want to incorporate in your rebranding strategies. However, you should also be open to their suggestions. Maximize your time with the developer to save on consultation fees.
4. Consider the present and the future
In your rebranding strategies, you should take into consideration your present and future needs. When looking at the changes that you would like to implement, design your brand to become the company you would want it to become. Rebranding is a good way of shaping the future of your company.
5. Obtain customer feedback
Exhaust whatever means you have for communicating with your customers regarding their feedback. You may use phone calls, online surveys, email, or blog post comments to ask your customers what they think about your name and products. Pay attention to what your customers are saying, and offer products and services that address what your customers need.
6. Be consistent
Rebranding requires consistency on your part. Commit yourself to your campaign. Don’t decide to rebrand and then revert back to your old brand.
In other words, you need to embrace the new brand and make people follow that new brand. You first need to solidify your positioning strategy.
7. Involve the right people
When you decide to rebrand, you should have the right people involved in your campaign. From sales and advertising, product and research, to IT and tech support, your campaign should be a company-wide project. Make sure that all employees know their roles in your campaign.
8. Communication is key
Once you have decided to push through with the rebrand, it is important to communicate the change to both employees and customers. You should let everyone know the reason for the change and the outcome that the company expects to achieve with the new changes.
Professor Cynthia Montgomery of Harvard Business School calls rebranding as the “reanimating force of a company”, and it should be communicated properly.
9. Never stop supporting and promoting your brand
The success of your brand will depend on how it will be accepted by your customers. They will have their boom time and down time as well. The latter is the toughest period for supporting your new brand, but you should never stop promoting it to your customers.
10. Execute your strategy
When your campaign is already in place, it’s time to implement your rebranding strategies. This step includes communicating with your customers and capturing new ones as well.
At this stage of your campaign, you can get the help of a branding agency. While it is important to promote your new brand, you should be able to make your customers understand and get acquainted with the new identity.
11. Build On Your Credibility
When enhancing your brand identity, you should also work on building your credibility. You need to make your customers see that although you changed your brand, they can still rely on you for products and services.
12. Embrace The Change
What good will be your rebranding be if everyone in your company does not embrace the change? You should make sure that everyone is in the same page and has adjusted to the new corporate identity. This will be a long process, but it starts with adopting the change.
The success of your rebranding strategies will depend on how well you implement them. By following these twelve tips, you should be able to witness the success of your rebranding campaign.