Running a company is difficult, running a successful company is an even more difficult situation. What people usually think of first when they think of a company is the brand. A brand is a chance to show and express what your company is about and what it provides, but what if it’s time for a new brand, what do you do then?
Rebranding is always an option but there are a few things you must recognize before you start the process. First thing is that rebranding is always a risk. There are many variables and components that go into an effective rebranding that companies sometimes overlook and result in a negative rebrand and loss of profit. That is why before you begin the process, you need to seriously ask yourself if rebranding is the solution to your problems or is there a different way to fix your issues? If your target audience is changing then it is smart to change with them or if a competitor is stealing your clients then a rebrand might be what you need to reel them back in.
TIPS AND RULES:
• Give your brand a story
-People like stories, they like being able to connect and relate to different things. Provide your brand with a story and show your audience that your products are relatable to their everyday lives
• Talk to your consumers
-Who better to ask for advice in your rebranding than the people who are buying your products? Remember you’re rebranding mainly for your target audience, so talk to them, and ask them what it is that they want to see in the rebrand.
• Why do people buy your products?
-Identify what your company provides your consumers and why your consumers come to you. Once identified, build your rebrand around that. There’s a reason people come to you, enhance that reason.
• Make sure your team agrees with the rebranding.
-It is not just you who works in the company, there are others who may have been with you from the beginning and it is important that they be on board with the rebrand as well.
• Don’t just change the name
-Rebranding is so much more than just changing the name or the logo. You must take into consideration that your customer service, product and service quality also improves with the rebrand.
• Third Party
-Sometimes it helps to seek an outside perspective, one that is not biased and who works specifically with brands. In other words, a branding expert, like Lien Design from San Diego California, can be beneficial for they will think with a clear, unbiased head and will work to improve your brand.
Deciding to rebrand is a big choice and one that should not be taken lightly. There are multiple risks when it comes it, but if you seriously think it through, ask your consumers for help and realize what your overall goal is, then rebranding can be a very beneficial act.