There are endless reasons why a business may be interested in reinventing themselves – from developing a new product, moving past a controversy, to new ownership, and adjusting to fit the needs of a changing market. Essentially, if you’re thinking about rebranding it means that your business or organization is shifting away from a previous identity.
By definition, rebranding is changing the corporate image of an organization. It seems straight forward but rebrands are risky and very involved. However, when they’re done well, the effort is worth the payout.
Below are four ways to help you launch a successful rebrand.
1. Update market positioning
A rebrand doesn’t necessarily mean a new audience, but it can! First things first, consider how you want your business to connect with your target customer. Is your previous customer going to be your new customer? If not, adapt your business messaging and design to best fit the persona(s) you are targeting.
This includes adjusting your: mission statement, pricing, value propositions, promotions, etc. to fit this new customer segment and deliver a cohesive brand experience. Remember, storytelling will be key to bringing your new brand to life. So, speak the same language as your audience and show them why this new brand is the solution to their problems.
2. Creative design
Is it really a rebrand if you don’t have a new look and feel? Some may argue it’s not. Redesigning a logo, name, and visual scheme is a critical element in separating the new brand from the old. The last thing you want is people confusing the two or barely noticing your business has changed.
Use this time to build a new website, work with a designer on a logo that fits your new brand identity and make some noise in your marketplace – more on that below.
3. Awareness and publicity
When you’re completing a rebrand, perhaps the most important thing you’ll do is let people know that you are rebranding. It’s so obvious that it can fly under the radar. Announcing a rebrand with a press release, social media campaign, and website launch are the first steps you need to take to let the industry know your business is evolving.
After all, how do you expect your customers to find you when they are unaware of the change? A quick way to clear up any confusion is by redirecting traffic from current websites to the new one. Go one step further by having a notice on your old page about the rebrand – give consumers the “why” behind the change. This is an easy method to generate excitement about your new brand and retain previous customers.
4. Stay focused
Rebrands can be overwhelming but they’re full of opportunity. Use the time to solidify your messaging and develop content that supports your vision. If you are thorough in your plan, then your efforts will pay off. To make sure you’re on the right track, consider developing new benchmarks to gauge your success.
Be aware that some old branding may pop up every now and then. That’s fine and should be expected. Adjust your plans as needed and stay committed to your new brand. The rest is sure to follow.