To Rebrand or Not to Rebrand…. That is the question….
So what is a brand?
Well, It is NOT your logo… ok?
A brand is what people say about you when you’re not around. Your “brand” is what your client thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual, (i.e. the boxes are teal with a teal ribbon on it), and emotional (i.e. it’s luxurious and romantic). Your brand exists only in someone’s mind. It’s your reputation, the feeling people get when they think of your business. Every business has a brand, whether you like it or not. Your brand is who you are, what you do. Or perhaps more to the point it’s how the world perceives who you are and what you do.
Are you thinking of a rebrand? Why?
Rebranding can be a terrible mistake, or a huge success, and the best way to ensure it’s success is by using an exact plan of attack.
Think about your goals, and think about strategies on how to achieve them, then ask yourself, why do I want to rebrand? Look at, your competitors, the market that your business operates in, your target audiences and technological advances, all of which may affect your business now and in the future.
7 Reasons to Rebrand:
- Your audience or customers are changing.
- Your current branding does not reflect the business any more due to growth or change.
- Considerable growth has led to new markets and the business has outgrown its image.
- You want to be moving with the times, the current branding may be old fashioned, maybe your logo was a cheap knock up on opening day with little or no meaning.
- To differentiate the business from competitors that have a similar look.
- You have a change in your business strategy: Target Audience, Market positioning and Market Share.
- To reflect a change in the type of goods or services you provide. Maybe when when starting out, the business offered a particular type of goods or service and a brand was built around that, the name might also reflect this. But as the business has grown, the product line/services have also grown. Your aspirations for the business may also have grown too. This means that the branding has been out grown and needs to be revamped.
The 7 VIP’s (Very Important Points) on Rebranding.
- Give your brand a story, find out what makes your product or service resonate with your clients. What makes it different from the rest, how can we raise peoples affection to it.
- Be reliable, be steady and trustworthy to your customers. With the change maintain your customers trust and don’t let the brands equity be compromised.
- Streamline your identity, avoid the clutter of to many names for to many services.
- If your logo is working, keep it, if your name is working, keep it!
- Revitalise your brand to broaden your appeal. Make your brand relevant.
- Revitalise your brand to broaden your audience. Create a new buzz to reach a new target market.
Rebranding is really hard work. Every change – from your website to your stationery to your signage, to your Facebook page, it all needs to happen simultaneously to avoid uncertainty or confusion for your clients. Be sure to consider your timeline in advance of the new roll-out.
Rebranding is not for everyone. When making major aesthetic shifts or changing the outlook or the core focus of your business, it can be a confusing process for customers, clients and staff alike. Therefore, communicating your rebrand is essential. Include your staff in the change. Keep them included and provide open communication. Have a prelaunch celebration for your staff to keep them in the loop. Ensure your stakeholders are aware of the rebrand prior to implementation and keep lines of communication open throughout, build up to the release and celebrate.
Other than that Good Luck!, be excited, be ready and be pro-active to change and embrace your new look and new phase of business! Nat:)