Rebranding is more than giving yourself a new name and updating your logo. It's a promise to your clients about who you are as an organization. Are you a boutique firm with exceptional service? Or a large, technical organization serving other businesses rather than consumers? Both have their place in the market, but the message needs to be consistent throughout your company; from the images on your web site to the way you answer the phone.
The most common problem most people run into with rebranding a company is that they don’t see how large the project could potentially be and how many components of a business is impacted by the brand.
Here's a few things to consider before rebranding.
1. Understand why you want to rebrand
Are you rebranding to keep up with new trends? Is your business going in a different direction? Are you catering more towards your existing audience? These are all things you need to consider before jumping in. After you understand the purpose for your rebrand, you can best adapt your logo, voice, website, and more to achieve that goal.
2. Understand the market
You might be thinking about targeting an entirely different demographic or you notice a change in the market that you currently target. Whatever the reason, make sure you do your research first. Without understanding your audience, you risk making decision about your brand without a pre-determined direction.
3. Make sure you are ready - and we mean really ready
Rebranding is not an easy task and takes time, energy, and money. Be ready to make the commitment and make sure that all of your employees are on board with this change. People rebrand for many different reasons and your company needs to know that it is more than just an outward change. Yes, you will have a new look, but have your staff be ready to take on any internal changes that come with it.
4. Prepare to track the changes
You need to know if the rebrand was even worth the effort. After all, the point of rebranding should be to obtain a greater benefit and ROI than your previous brand. Make sure you have the tools you need to track the impact of your rebrand through social media and web analytics, email campaign tracking, and ROI tracking.
5. Rebranding will not be the solution to all your problems
The thought of coming up with a new name and look can be enticing, and it might seem like it could be the answer to your company’s problems. But the reality is, your rebrand will not change your company unless you take the steps to reevaluate your marketing strategy, business model, and other aspects that impact the success of your business. Make sure you are prepared to take on the challenges that can come with this.
The main takeaway from this is that you cannot prepare enough when it comes to rebranding. It is an exciting process that deserves careful consideration and lots of time and effort. Make sure you think about why you want to rebrand and what that will mean for your business in the long run.
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