A rebrand can breathe new life into a tired business or drive new customers toward a company in search of an expanded audience. Rebranding without careful consideration, however, can have adverse effects. Following are seven tips to keep in mind as you approach a rebrand.
1. Understand Why You're Rebranding
Before you implement a rebranding, have a good understanding of why you're doing it. If you don't have a firm grasp on the "why," then you risk making changes that aren't really meaningful, which can be a turnoff to customers.
One possible reason for a rebrand is a shift in market. Perhaps your particular industry is evolving, and you must make some changes to remain relevant. Maybe you have moved into new products, services, or a new location. Perhaps your current brand is no longer resonating with your audience, or you aren't differentiated enough from competitors. Know why you're rebranding.
2. Know Your Market
Have a solid awareness of your market before you move forward with a rebrand. Make decisions based on what your customers want. It can be helpful to gain insights before making a major commitment. Conduct customer surveys and interviews to find out what people associate with your business, both positive and negative. Find out what they like or dislike about your competitors. The more you can keep your customers in mind, the better you can set your rebrand up for success.
3. Make Sure Consumers Know Why You're Making Changes
Not only do you need to know why you're rebranding and what your customers want, but you should also make sure others understand why you're making the changes.
"It is important to clearly communicate the reason for rebranding to loyal consumers so they understand why the company has made the decision to do
so," says Johan Hajji of UpperKey for Forbes.* "With a good explanation, most clients will be supportive of the rebrand. Having employees on board with the rebrand and acting as brand ambassadors can also help with a smoother transition."
4. Know Your Brand Identity
Have a solid understanding of the brand identity you are striving for. Resonating with customers is important, but you also need to have a clear mission, values, and voice with an intentional tone and personality. Consider what your business stands for and where you plan to take it in the future. Ask yourself what principles are guiding your decisions and how they set you apart from others. Determine if you want the voice of your brand to have a strictly professional tone or a more playful one. Both approaches have their place in business.
5. Don't Just Follow Trends
Be aware of trends in your industry, but don't blindly follow them. A rebrand is about setting yourself apart.
"When it comes to branding, it is not difficult to understand why companies would follow the most popular trends," says Brandsonify.** "It’s a matter of going with what works. However, that also makes it very difficult to stand out and attract new customers. Instead, the ideal solution is to find a unique voice for your brand, something that sets you apart. Whole Foods is a good example, even though it’s not a small business. It is a huge national chain which doesn’t treat itself that way. It focuses on thought leadership, sharing ideas, being healthy, and eco-friendly. They moved away from plastic bags more than a decade ago. This is the blueprint to follow when rebranding your business – it needs to be different from the rest."
6. Be Thoughtful With Visuals
Visuals are a major part of a rebrand, so be thoughtful with your approach. Whether you're updating your logo, your website, your packaging, signage, or all of the above, work with a professional designer to make sure you're doing things right. Even if you don't like the idea of putting a lot of money toward your updated look, investing in high-quality professional design can make a huge difference for years to come. It can lend credibility and elegance to your branding efforts, and failing to do so can start you off on the wrong foot. Here are some financial options that can help if you have budgetary concerns.
Test out a new look before rolling it out completely. Consider showing prototypes to trusted customers or employees before fully committing. Use a design that won't seem dated in a few years.
7. Monitor and Be Willing to Adapt
Even when you're ready to commit to your rebrand, you should leave room for flexibility. There's always the possibility that customers won't respond positively despite your best intentions. Monitor what people are saying about the changes. Ask for feedback. Are people responding positively, or are they confused? Look at how sales and engagement metrics are trending after the rollout. Consumers might need time to get used to the new brand, but if you're monitoring the situation and you're seeing the negatives outweigh the positives, be willing to adapt.
Good luck with your rebranding efforts. They may be just what your business needs to garner new interest from customers. Be thoughtful in your approach and listen to what your customers are saying.
** https://www.brandsonify.com/blog/6-common-mistakes-to-avoid-when-rebranding-a-small-business/
