Setting the Stage for Rebranding

rebrandingIn this midst of Google’s much-talked-about new logo last month (which, by the way, I’m not a huge fan of), today I want to cover rebranding.

Now we all know how important branding is; it affects how you’re seen by your customers, your reputation, your sales and much, much more. But what happens when that brand you’ve worked so hard to cultivate is no longer in line with your company’s services or values? More importantly, what about when that brand is no longer delivering the results you want?

Well, that’s when it’s time for some rebranding – to take a step back, look at your organization from the outside, and strategize how to breathe new life into your business and your marketing efforts.

 

The Keys to a Great Rebranding

Rebranding isn’t just coming up with a new logo that looks more modern or in line with current trends. It’s repositioning your entire organization, and giving a new look, feel and air about it – one that really resonates with your target demographic.

Unfortunately, that’s easier said than done. Rebranding is a process – not a one-off project that can be completed in a week. It takes time, effort and dedication to get customers to recognize and understand what your new brand is saying, and it’s not something that should be done lightly.

Are you considering a rebranding? Then make sure you have the right foundation in place first. Specifically, you should:

  • Understand why you’re doing it – Before rebranding, you first need to understand why you’re doing it – the overall purpose of the rebranding. Is it because your current branding looks old and outdated? Is it because competitors are entering your space and stealing away customers and sales? Or maybe it’s because you’ve changed your services and products and need to better relay that to customers? Once you know the purpose of the rebranding, you can better strategize what needs to change for your organization – the direction it needs to go and the position it needs to hold in your marketplace.
  • Do your research – No strategic move is complete without some good, hard data to back it up, so start researching early. Interview current and past customers, and see how your target demo has changed. Find out how your company is viewed and whether customers know what services and products you provide right off the bat, or if your brand recognition has fallen by the wayside. Get as much info as you can about your current position, your reputation, and what your customers need. This is the data that will help you best strategize and reposition your brand.
  • Scope out your competitors – Take some time to analyze your competitors, and see what they’re doing differently or better. How does their logo and website compare to yours? What verbiage do they use to describe their products and services? What customers are they targeting? This can give you great guidance as to where you need to take your brand (or, in the case of poor-performing competitors, what you should avoid).
  • Get everyone on the same page – Make sure everyone across all departments understands the direction you’re going in. Your social media person will need to translate your new brand in posts, your salespeople will need to understand the type of customer they need to target and your design team will need to know how to translate your new brand into a killer logo, website and other visual collateral. You want a cohesive, united front when it comes to relaunching your brand.
  • Don’t stray too far – There’s a fine line in rebranding. You want to differentiate your brand from its past, but you don’t want to go so far that you’re unrecognizable. You want to still be known and recognized by your longtime customers and business partners – even if there aren’t as many of those as you like. To do this, think of your rebranding as an evolution: How would your logo and website evolve out of your current one? What small but impactful changes can you make to move your brand in the right direction? You want your brand to mature and change, not become a completely new brand overnight.

Rebranding is a tricky feat, but if done right, it can have a significant impact on your reputation and your bottom line. Are you considering rebranding at your organization? Then give us a call. We’ve helped dozens of brands execute flawless rebranding strategies, and we can help your company too.

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