LONDON – BUSINESS – Your brand entirely conveys the crux of your business and its standard of delivery to your customers. It’s a tool that creates your distinctive reputation.
Unfortunately, there’s an ample chance that a certain ‘oomph’ factor is missing from the brand which others have and that’s what makes them compelling. In such a scenario, your brand cries out for a makeover or rebranding.
By opting for a rebranding, you’ll have the ability to improve your customer relationship and interaction, spread your revamped brand awareness, and lay the foundation for enhanced emotional connectivity.
Strategies to Rebrand your Business
There are numerous benefits associated with the concept of rebranding your business. In order to effectuate a successful rebranding, your business calls for a vision that can reconfigure your company in a way to encourage your customers and other business affiliates to discover you in a new light.
Following vital points are to be considered to strategize rebranding
- Determine if you can carry forward any portion of your current branding
- Understand if an absolutely new identity can be advantageous to your company, turn onto finding a new business name
- Create and redesign your logo and visual representation to fit into your new business theme
- IInitiate planning and preparing a roadmap for the rebrand design process
- Drive to promote your new identity across diverse media channels like websites, PR, social media, magazine and newspaper advertising, direct mail and email marketing.
The following eight golden rules will help to ensure a plain-sailing rebranding project.
- Determine if it’s really necessary
While rebranding can induce a fresh and natural look to your business, the ultimate pathway to success it surely isn’t. Take a gander at your competitors. If you discover that you are bereft of something which they have, it’s likely that you need a rebrand or some sort of a shakeup.
Most importantly, if your existing brand uniqueness desists you from carrying out certain measures as a business, think about how a rebranding would facilitate you to accomplish while you still focus on your principal customer base.
- Identify your target audience
Having old retirees as your target audience? You presumably would prefer not to estrange them with something that’s so modern and irrelevant that it’s out of their reach.
Similarly, you have to take an approach to reach out justifiably to your millennial audience. Your rebranding signifies redefining your niche and target customers.
Rebranding gives you an important chance to pinpoint your audience. Make sure you generate a lot of buzz that centres around your revamped look and feel.
Simultaneously, don’t give your new brand a scope to alienate your prime customers because they only keep your bottom line sound and solid. Ensure to allow your brand to speak as much to your key audience as your business does.
- Focus on a bigger yet specific picture conveying a story
You might keep whining about a modest component of your logo because other famous companies have cool logos that adequately speak for their brands.
However, your audience would like to listen to and appreciate an incredible story instead of toiling much to analyze your logo. Rather than nit-picking your logo, render more focus to ensure that your brand is unique and outstanding in your market domain.
How to pull this off? Figure out what makes you exceptional as a business and spell that out to your customers and markets who you wish to zero in.
- Stay worthy and true to your values and mission
A rebrand should be ideally a makeover and not a botched and bungled surgical procedure. Before you start leafing through your mission and value articulation statements, concoct a constructive idea that can make you aware of where you are currently and where your destination has to be.
Of course, you need to do this without dismissing your identity and what your clients have come to adore about you. Extrapolate your vision, mission, and identity to your new branding and feel like a revived and refreshed company and not an unidentifiable one.
- Figure out and judiciously allocate a budget
The complete rebranding task can cost you anywhere between next-to-nothing (of course if you have an in-house design team) and $100,000 or more if you are going for an entire company makeover.
However, don’t immediately fritter away your budget on the rebranding hubbub. Instead, work out the return on investment that comes by after the rebranding and get the drift of how much is viable to apportion to this endeavour.
- Take your employees and the perfect creative team on-board
Concisely, rebranding can be a major ordeal. Outline a comprehensive procedure for your team that incorporates the complete shebang of rebranding guidelines and constraints, logo files, and records, letterhead, web design templates.
Look for the companies whose style you’re attempting to emulate. Offering a skillful, talented, and creative team substantial, constructive guidance is pivotal to a successful rebrand.
Sharing an all-inclusive information base about your rebranding vision, approach and positioning can educate them adequately about the modus operandi.
They should also understand the exact reason that prompted the rebranding decision so that they can put more focus on what’s going to change.
- Update everything in one go and be consistent
Consistent messaging is something which rebranding is all about. When you opt for a rebrand, you have to get back through all the web pages, design elements, and evergreen brochures to update them with your fresh new look, touch, and tone.
Ensure to erase everything about your old brand and update the new one at all corners. Don’t weaken your awesome new rebranding by muddling it up with the old. You’ve to get all the things touched up in one single dive. Maintaining brand consistency is thus very imperative before and after the rebrand.
If your customers come across both the old and new brands peeping at different places, they’ll think lowly about you. As a result, they’ll believe that something is amiss and jump ship in no time.
- Remember strategizing the announcement of your re-launch
With so much brouhaha around rebranding, you may very well overlook putting the necessary efforts to announce your brand re-launch campaign. Along these lines, don’t cut any corners to make this happen in the right way.
You ought to particularly accentuate on how the new brand will alter your clients’ perception of your company. Moreover, you’ll have to address your customers’ apprehensions that with this new development you would abandon what they admire about your company.
At exactly that point would you be able to have both prospects and existing customers amped up for your new bearing.
Rebranding is a phenomenal possibility. It’s an opportune time for you to unwind and re-examine how your brand image is to the world. However, don’t rush into anything like that. If you are seriously contemplating rebranding, laying out your best effort and fullest potential is key.