The New You: Things to Consider Before You Re-Launch Your Brand

Business.com / Strategy / Last Modified: February 22, 2017

Decide if you really need to rebrand yourself. Learn things to consider before you dedicate the time and money into relaunching your brand.

Burberry, Target, McDonald’s, Apple, and Old Spice have one thing in common: they’ve all undergone the tough re-branding stage only to come out more successful than ever.

Some of these names have even filed for bankruptcy before bouncing back and becoming the leaders in their respective industries.

However, as easy as they make rebranding seem, you have your work cut out for you.

Don’t worry though; the following tips will help you organize everything before you start, ensuring that the process isn’t as painful as you expect it to be.

Related Article: Logo Remixes: Are These Big Brand Logo Changes Hits or Misses?

Decide If You Really Need to Rebrand Yourself

Before taking a single step, you need to decide whether you’re planning to rebrand because others are doing it or because you really need to give your brand a new touch.

If the following five points apply to you, then by all means, start working on your brand’s image without a second to waste.

1. You’re Attracting the Wrong Clients 

If you’re attracting the wrong crowd and they demand low rates for your products or services, your brand messaging may be off. So you’ll need to fix it with a brand makeover.

2. Your Original Branding is Outdated 

If your logo, font of choice, and color scheme do not appeal to today’s clients , you need to catch up with current times.

3. Your Original Brand Confuses Customers 

If your customers need to check your elevator pitch, you need to fix your visual branding and make sure that your business is recognizable and understandable in an instant.

4. Your Brand is Too Generic 

If people are mistaking you for the competition, get rid of your current brand right away. Don’t let people mistake you for an inferior clone. Get the recognition you deserve.

5. Your Team Needs to Refocus 

Rebranding isn’t just essential for your clients. It’s a great step to unite your team and give them a new philosophy to follow.

Do Your Homework

Once you decide that you truly need to rebrand your company, you’ll need to clear up your schedule for months to plan, research, and design your new brand and ensure a smooth transition.

Expect to spend up to a year to identify what your customers and prospects expect, want, and need from you as these are the bases of a solid brand strategy.

Related Article: The Name Game: Strategies for Naming a Company and Picking a Website

Also focus on everything, even the smaller points. For example, if you are covering the Virginia Supreme Court you have to cover everything from its history to functions, etc.

Break Down the Corporate Silos

Most departments operate fairly independently of one another, which is what probably caused the confusion in your brand’s message in the first place.

Now that you’re planning to rebrand, you need to ensure that everyone’s on the same page.

Therefore, get everyone to work together. You can tackle this tricky aspect by developing cross-functional teams and ensuring that they develop briefs for others around the company to view and provide feedback on.

An essential skill you’ll need for this step is good communication. In fact, communication is very important for rebranding efforts.

However, don’t communicate effectively only internally. Keep your customers in the loop so that they know of the coming changes and stay by your side until your rebranding journey is over.

You can also make them feel special by sending them a direct mail package, unveiling your new brand message and products exclusively to them before everyone else.

Crunch the Numbers

Not only is rebranding a tedious task, it’s also a costly one since it goes beyond re-creating your logo, web design and stationery to tackling name changes, product changes, and other extensive shifts.

This is why the 97 percent of marketers who believe their companies need rebranding never pursue this process.

Now it’s natural to believe that costs can be a mitigating factor, but you can always seek affordable professionals who can help you with at least your visual content.

You can hire professionals/freelancers to get your logo, icons, flyers, brochures, and other elements your clients will see without putting a dent on your budget.

However, never compromise on rebranding and focus on striking a healthy balance between quality and affordability to get value for your money.

Related Article: 4 Simple eCommerce Mistakes Cost Us $200,000: Don't Let Them Happen to You

Now that you have a good idea of what you’re up against, don’t let your brand wither away. Dust it off, polish it, and show it off to the world because it’s your baby and it deserves ample glory.

 

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