Your brand communicates what your business is all about and what it delivers to its customers.
It’s the tool that builds your reputation and helps you stand out from the crowd.
Unfortunately, there’s a good chance that your business is missing the ‘oomph’ factor that makes other brands compelling.
In this case, your brand needs a makeover, i.e: your brand needs to rebrand.
By choosing to rebrand, you’ll be able to improve your relationship with your customer base, spread brand awareness, and establish emotional connectivity.
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Ensuring that your brand better reflects your ideals gives you a competitive advantage and stimulates your growth.
Moreover, it promotes long-term market expansion and innovation, both of which guarantee profitability.
However, despite businesses such as Airbnb, Moo, and Hootsuite making rebranding seem easy, this is a very tricky process.
In addition to hiring the best experts for this task, you should be aware of the following five golden rules to ensure smooth rebranding.
1. Focus on the Bigger Picture, but Be Specific
You may be fussing about a tiny element of your logo because renowned companies like Amazon, Nike and Apple have cool logos that effectively represent their brands.
However, as much as your audience enjoys a great story, it won’t put much effort into analyzing your logo.
Instead of nitpicking your logo, focus on ensuring that your brand is easily distinguishable from the rest in your market.
To pull this off, narrow in on what makes you special as a business and specify the customers and markets you want to focus on.
In the words of Robert Sprague, president and CEO of integrated marketing agency PCI, “A brand that means everything is a brand that means nothing."
Also, in some industries logos are not that important. For example, if you offer health services your clients will not pay much attention to your logo.
Whereas, if you’re a graphic designing company your logo should be compelling.
#2) Factor Your Audience in Every Step of the Way
Since you’re rebranding, this is your chance to understand who your audience is.
Take Burberry for instance; the clothing brand was associated with the chav culture in the early 2000s, but managed to establish its name as a luxury clothing house after 2006.
The change was the result of Burberry wanting to obtain customers and play to a new crowd. However, your rebranding can also be fueled by your need to excite your fans again.
So, make sure to generate a loud buzz around your new look and feel. At the same time, don’t let your new brand alienate your key customers as they hold your bottom line intact.
You can show how much you value them by factoring their inputs in your rebranding process through surveys and polls.
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#3) Update Everything
Make sure to eradicate everything and update your brand at all corners.
If your customers see your new brand at some places and your older one at others, they’ll believe that you’re disorganized.
As a result, they’ll think that things are amiss and may end up jumping ship.
#4) Keep Your Employees in the Loop
The people who actually make up your brand need to know what’s going on.
Share with them your new approach, vision and positioning in a way that educates them about the meaning of the rebrand.
They should understand why there’s a need to rebrand so they can focus on what has to change.
By forgoing an email blast, you can also get them onboard and ensure their alignment towards your common goal.
#5) Don’t Forget to Strategize Announcing Your Re-Launch
With so much work put into rebranding your business, you may forget putting much effort into announcing your re-launch.
Therefore, don’t cut any corners to get this right. You should especially emphasize on how your rebranding will positively change your clients’ experience with your company.
Moreover, you’ll need to address your clients’ fears that you would leave behind what they love about your company.
Only then can you have both prospects and existing clients excited about your new direction.
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