Your branding defines who your company is to consumers across the globe. Sometimes that branding can get stale, or is no longer relevant to who your company is. Rather than continue forward with an inaccurate brand, a rebranding may be in order.
But a rebranding isn’t something you think about and launch overnight. It involves calculated planning and execution in order for it to be successful.
Successful Rebranding Tips
Know your purpose
Everyone involved with your rebranding should understand the direction and purpose of your business. It may be to:
- Draw appeal from a new targeted audience
- Differentiate yourselves from competitors
- Align with a change in company strategy
- Engage your current audience
- Adapt to an evolving market
With your entire team being on the same page, you’re all able to work toward common goals and objectives.
Have a strategy
As we stated, a rebrand isn’t something that happens overnight. A rebrand can involve:
- Creating new logos and color schemes
- Redesigning your website and branded products
- New service offerings
- New targeted audience
- New company name/slogan
Having a clear-cut strategy for what needs to be updated, the timeline for goals, and the budget that your company has will be extremely beneficial. A rebrand is a significant strategy for your business, and it needs to be treated as such.
Publicize your rebrand
Don’t keep your rebranding a secret; let it be known! Not only does this keep your current customers and clients in the loop, it can attract new potential customers to your brand, as well. When you decide to go public with your rebranding, you should use:
- Social media
- Your website
- Press releases
Don’t be shy about your rebrand. Let your current and future customers know how excited you are to reshape your company’s mission and brand.
Stay focused on existing customers
Many times, a rebrand is executed in order to engage new clients and customers, but be sure you don’t alienate your current customers. Your focus should still be on maintaining excellent service to current clients, as they can sometimes be the biggest marketing tool that your business has. Your rebrand should never take priority over providing excellent service.
It’s not about you
While rebranding is exciting for your business, you should keep in mind that it’s not really about you. It’s about catering to potential and current customers. You should be executing a strategy that entices prospects to be excited about your brand.
Oftentimes, companies go through a rebrand by thinking about what would be enticing to their internal team. In reality, they should be thinking about what would be enticing to their targeted buyer personas.
A successful rebrand takes an entire team effort to strategize and execute. In a perfect world, it can get your current customers excited about your company’s mission, while also generating new business.
Rebranding your website? Download our free eBook below to learn about the critical elements for your website.