The first question that comes to mind is what is Brand? A brand can be any symbol, name or logo which distinguishes one organization from the other. The brand is the complete experience of a customer regarding the product or service. It not only speaks about the company’s reputation over its rival. But it also communicates about the ethics and beliefs followed by one.
Rebranding is a market strategy to give a new direction to a business. It is like changing the image of the organization. Rebranding can have done by either giving a new name or logo or symbol to an already existing business. One can understand rebranding as collecting your goals and visions, and then rebuilding your brand.
There are various factors which influence the decision to rebrand. They are:
- The vision for the brand has seen some changes
- A merger of the organization with other company
- You want to improve your organization’s connect with the customer
- You need to target a new set of population.
- PR disaster could be another reason to rebrand
New members have joined your business or it has changed hands. It leads to new ideas and new directions.
The Process of Rebranding
Here are steps that you need to follow while re-branding your brand:
- Introspecting your current branding strategy
Before plunging into the whole rebranding thing, take a breath and answer these questions:
- Why do you want to rebrand your business?
- What mistakes should you avoid now?
- What do you want from your branding now?
After you have the answer, you can easily decide how it will connect with your brand story. After that decide if you want to do all this internally or hire a firm for this.
- Research the market
Reach out your target market and customer. Ask them if they want to see some changes in your services. Were they happy with the branding? Also, decide if you want to cater to the same customer base or branch out.
All this is necessary before you start planning for rebranding.
- Find your USP
As a business, you can’t cater to everyone’s need. So, find your niche and use it your focal point to rebrand yourself. Whatever makes your brand and products unique, that should be central to your rebranding strategy.
Create keywords that best describes your business and use that in every visual element as organically as possible.
- Make a list of your touch points and decorate them
Make a list of all the visual elements that needs rebranding. It includes fliers, websites, business card, and logo and so on. Make sure the new design for your brand fits every element perfectly.
You also need to redesign your touch points. They are places/points that directly interact with your consumers. Like your office or store’s reception. So, make sure you decorate them all.
- Take everyone in the loop
Your employees and consumers should all be excited about the re-branding. If employees don’t feel the need for it, then they won’t get motivated to work for it. So, convince them about the same. Also, ask your consumers if they like the changes or not.
Moreover, if introducing new products, train your employees accordingly.
- Time to go public
Once your rebranding is complete, don’t be gradual with taking it slow. Gradual changes that too in phases confuses the consumers. Be haste and also let the consumer know why you rebrand your business.
- Take feedback from consumers
The work doesn’t stop with launching your rebranded business. You need to work continuously to get feedback from customers. It will help you to know whether it had any impact on them or not.
One should not confuse rebranding with a refresh. Refresh is like giving a new fresh look to an organization. You can do this by changing visual elements like its website, design a logo. I hope this helps you rebrand your business in a better way. Let me know in the comments below if I forgot to mention something.