What Does It Mean To Rebrand?
Your business’s branding can be more than just an appealing logo or a memorable style. A brand’s purpose is to share a company’s its story and values as well as to build its brand’s reputation and strengthen its place in the market. If your brand differentiates itself from competitors, then it’s part and parcel of your brand.
To change the branding of a company is to steer it in a completely new direction. It’s about getting to the heart of who you are by defining your goals and objectives, and altering your brand’s image to reflect the changes.
It is possible to decide to change the brand If:
- Your vision for the future has change
- Recently, you’ve experience an embarrassing PR event and are now looking to enhance your public image
- You’d like or require to reach out to a new audience
- The business you run has change hands and the new executives believe it’s now the time to move in a different direction.
- You have join with another company
Rebranding a business differs from the term “refresh,” which is the act of changing the visual appearance of a simple element such as the layout of a company’s website or stationery. It also includes logos and logos.
The Process Of Rebranding
So, what exactly does the rebranding process take on? Let’s break it into smaller steps.
Step 1 – Introspection
Self-awareness is the key to success in changing your brand. You must be aware of the following questions:
- Who is your name?
- What can you do?
- What do you wish to be recognize for?
- What is the reason you are looking to change your brand at this specific moment?
Before investing a significant amount of money and time into changing your brand, you must be aware of what the final product will look like and be able to define the essence of your brand’s narrative.
It is important to consider whether you’ll need an independent consultant or company to assist you. If you’re a big company or are overwhelm by the whole process, it is likely to be an overwhelming task. However If you’re an SME who is aware of the changes you’d like to make then you can do by yourself.
Step 2 – Market Research
Keep in contact with your clients. Does your current image meet the needs and wants of your customers? Do you wish to retain the same customers or try to reach out to new customers? Are you able to categorize your customers into groups and, by doing so, develop buyer personas?
Contact your current customers as well as members of your desire demographic to provide their feedback regarding your brand’s story as well as your products and reputation. Surveys as well as focus group discussions to ask their opinion. This data will allow you to ensure that your brand is in alignment with the audience you want to reach.
Step 3 – Decide What Makes You Unique
Find out what is unique about you Consider ways to use your USPs as the focal point of your rebranding strategy. For example, do you insist on selling only the highest quality items, or are you determine to present yourself as budget-friendly?
Keep in mind that it isn’t necessary to please every person. Your goal is to focus on identifying your area of expertise and addressing the needs of your customers.
Your identity can be reduce to a few key words. What is it that you can have that you can offer your competition? You might need to conduct additional research if aren’t familiar with the market inside and out.
Step 4 – List & Redesign Your Brand Touchpoints
Write down everything you have that requires redesigning. This includes flyers, websites business cards, signage, blogs and posters. Each time you try out the latest design, check if it’s in line in with the overall strategy of your brand.
Think about the touchpoints of your brand or any other point where the customer or potential client interacts with your company. For instance, if you own an aesthetic salon and reception desk, it is one of the touchpoints. It may be necessary to remodel your workplace or store (if appropriate) to match your brand’s new look.
Step 5 – Make Sure Everyone’s On Board
Rebranding isn’t going to work when your employees aren’t convince that the brand is align with your company’s values and strategies. You should solicit their feedback throughout the stages during the development process.
Before you present your brand’s name to the world, offer people the chance to share their thoughts. You could create the anonymous box for comments, if believe that it will motivate users to voice their opinions.
Once the rebranding has been complete You can host an internal party to launch the new brand. Engage your employees about the new brand and they’re more likely to be brand ambassadors. If you’ve begun to introduce new products and services in the course of rebranding or want your employees to adopt a different method of customer care, make sure that they are properly educate.
Step 6 – Take Your New Brand Public
Create a public launch that is swift and decisive. Don’t try to bring the changes in a gradual manner, since it will cause confusion for your customers. The changes should be made within a couple of days.
Make use of your rebranding to generate publicity and interacting with customers. For instance, if you have an email list, send your subscribers a few emails prior to the launch, offering hints about the changes that are coming.
Make them aware of the reasons behind the rebranding Most people don’t like random changes, and are more likely to trust you if you’re honest. Be clear about your reasons and the ways in which the rebrand will help the customer.
Step 7 – Get Feedback
The effort doesn’t stop once you launch your new brand. Gather feedback from your intend audience and then analyze your business’s performance to evaluate the effect of the change on your bottom revenue. It is possible to do this informally, asking your customers to answer questions in person, or make use of web-base surveys or focus groups.
Rebranding your business can be a massive undertaking, but it can also be the beginning of a new, exciting period within your company. If done correctly, it can inspire and motivate customers, or place you in a position to reach a brand new customer base.
This blog is written from Marie Fincher, a content writer at TrustMyPaper with experience in technology, marketing, and business analytics. She writes frequently on topics relate to data science, business intelligence, the latest marketing trends, and branding strategies. Marie slowly switch her focus on marketing from writing about it. Furthermore checkout the logo designs and write for us logo design