There are many different cases that can lead you to rebrand your business. Perhaps your business has grown and you now offer more products that you did at first, or you have switched the services you provide to something else. Perhaps your marketing strategy is just out date and you need to create a fresh new look. Whatever your reasons are, you need to be clear and concise when rebranding your business. Follow the guide in this article when reinventing your brand image.
Need – Before completely reinventing your company’s image, seriously think about whether you need to rebrand at all. Some rebranding efforts don’t work, or do the opposite, and actually hurt the company. Consider that your customer service, actual products, or prices may need to be tailored to your audience instead of the image.
Plan – Before committing to this huge change, sit down and plan everything out. Write down exactly what the issues are that are forcing you to rebrand and how you plan to do it. Make timeframes for each change, because they cannot all be rolled out at one time. For example, your website can take a month to update, but your logo just a few days. Make sure all the people in your organisation are aware of the upcoming changes, and know what their roles will be.
Consistency – The most common mistake done when rebranding a company is being inconsistent. You need to make sure that your logo, mission statement, name, services or products offered, and marketing materials all speak to your current brand. Some companies simply change a logo or update the design of a package and feel that is enough to give them a new image. However, most of the time, that is not enough. Make sure all the items that represent your company speak the same language. To be certain that happens is to think of a story that represents your brand, and then make sure all materials tell that same story.
Audience – One of the biggest reasons for rebranding is to adjust the company’s image to meet a new audience base. Perhaps your clients have gotten older or younger, or you simply started targeting professionals in different industries, etc. Whatever the change, keep your customers in the forefront of your mind when tailoring your new strategy.
Rebranding a company is a serious commitment that can cost a business a lot of time and money. While these efforts can pay out with a much wider client base, they can also completely fail. Therefore, it is important to consider all the factors involved before committing to a new image; and if the decision was to go for it, this needs to be done very carefully and methodically.
Digital Marketing Manager
The Internet Marketing Academy
(Image courtesy of dollarphotoclub)