Steps to a Successful Rebranding

Steps to a Successful Rebranding

Branding is one of the most important aspect of marketing. Regardless of how much you adore your brand, it may reach a time when things have to change. New competitive forces may put you on your toes, your target market may change or you may develop a questionable reputation. When you face these you may only have two options: hold on your old branding or rebrand and start building your company. 

So what is rebranding?

Rebranding is the creation of a new feel and looks for an established company or product. The main goal of rebranding is to influence customers’ perception of a company, product or service by changing the brand so that it can seem more relevant and modern to the customers’ needs. It generally involves changing the brand logo, name, marketing, and packaging materials. While some companies rebrand on a daily basis, others only rebrand when the external and the internal shifts require them to do so.

Reasons why businesses rebrand

Rebranding can either be a deliberate action by a company or can be forced on it. This means that it can be unintentional or intentional. Unintentional rebranding is a reaction to unplanned situations such as union busting, corporate structuring, bankruptcy, and judicial management. These kinds of changes are done in order to reposition the brand so as to distance itself from any negative connotations. It may also be done to pass a new message for a company.

Steps to successful rebranding

1. Know what your company is good at

Before you decide on a new brand, you need to know what your company is good at. If you don’t like your brand then you need to change it first.

2. Get the customers’ feedback

Use online surveys, phone calls, your blog and email survey to ask the customers what they feel, think, and expect about your company. By doing this, you will get to know what your job is when it comes to rebranding.

3. Find out what’s not working

Identify the part of the brand that’s not working and figure out why it’s failing to connect with your target market.

4. Develop your story

While developing your story you need to consider your customers' problems and how to solve them. Your employees and customers should resonate well with your story and admire it.

5. Permeate all your communications channel with new brand

Make sure you send the message about a new brand through social media, website, SEO consulting solutions, signage, and sales tool. Ensure that every employee can communicate them effectively

6. Support and promote your brand

According to a recent study, brands that have been consistently supported normally gain the greatest market share and sales.

7. Be persistent and consistent

Don’t start rebranding today and revert to your old brand next week. If you are rebranding for a reason you need to commit yourself and become that new brand and before long people will start following you.

Wrap up

Irrespective of the reasons for this it should always be carried out when focusing on the market and the audience. From rebranding logo tweak to full overhaul, rebranding can always be done on many levels. Long after everyone has seen the change, it’s important to keep going, be persistent, and commit to what you are doing.


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