By Allemande Berryman | 03/09/2018 10:30
There can come a point when your company’ brand becomes outdated, stale, or unusable. There are a variety of reasons why companies choose to rebrand; however, many choose not to, even when it’s necessary, because it’s ‘too complicated’.
7 Tips to Rebranding Your Company to Earn New Business While Keeping Loyal Customers
1. Have the Right Reasons
In order to have a successful rebranding you have to want it for the right reasons. If your motivation is ‘just cause’ you aren’t going to have the incentive to follow through to the end. What are some good reasons you might ask? In the end that will be up to you, but here are several reasons some businesses have choose to rebrand.
– Broader focus, e.g. Florida Yacht Brokers Association to International Yacht Brokers Association
– Adapting to changes in the world, e.g. Direct Marketing Association to Data & Marketing Association
– To separate from similar brands
– To appeal to a wider audience
Let’s take a look at two examples of business’ that rebranded – one that was successful and one less so.
Nearly everyone knows or has heard of Old Spice’s viral campaign featuring Isaiah Mustafa also known as ‘the Old Spice Guy.’ But have you ever looked at why this move was made? Old Spice took their brand that has facing the problem of being seen as old-fashioned and unflattering. By doing a simple rebrand and changing their target audience Old Spice was able to make an everyday item into something interesting.
In the fall of 2010 Gap made an attempt to update their logo. This was met with anger and all out abuse from consumers, it’s no wonder they returned to their original logo a week after the change!
Rebranding is an important decision for your company, so it is crucial that you weigh any pros and cons the process could have on your current business.
Once you have decided to rebrand and truly know your motivation then the real work begins – research! The point of the research phase is to help you develop a plan. During research you will look at what competitors are doing, brainstorm with your team on what you want your new brand to be. By doing lots of research you will discover what to change and how to do it effectively. Once you have enough research, put together a focus group or reach out to clients for feedback.
What is your plan, what is your vision? How will you phase-in rebranding? Is a full site redesign necessary, or just a new marketing campaign? Make up a timeline of your rebranding journey so you know what to do, and when.
Whether you’re planning on a new logo, or a new website the design and layout is key. You want your clients to remember you so keep it simple. People want something that is organized, clean, and minimal. If you don’t have an in-house designer or graphic designer be sure to contact an agency, like Strategis, to collaborate.
5. Keep Customers in the Loop
You want your customers to always feel connected and to feel like you care about them. Be sure to keep them in the loop! Put together an event, go to the media, or advertise your rebrand – whatever you do be open and transparent with your audience.
6. Stay Consistent
Through this whole process of change make sure you stay consistent to who you are as a company. People should still feel like they know your company no matter the changes you make while rebranding. One way you can do so is by keeping your tone and language the same.
7. Be Creative
Remember to be creative – experiment! Try out new advertising techniques and strategies; try clever copy, new social media profiles, or a unique company hashtag. You have a blank slate and endless opportunities ahead of you so have fun!
Don’t be afraid to rebrand for the right reasons, because when done with the right timing and with the right tools a rebrand could be exactly what your company needs. Remember, if you need some extra help in your rebranding process Strategis is here to help – contact us today!
After earning her degree at Simon Fraser University for New Media Journalism and Editing, Allemande has become an accomplished writer and editor. She is also certified in strategic social media marketing. Allemande fluently identifies the channel and content mix that is precisely right for your business and audience, conducts in-depth analytics for continuous improvement in your audience engagement and generation of sales leads, establishes KPIs and related metrics, and prepares meaningful reports that you can quickly action. Connect with Allemande.