Every brand has a lifespan. All brands will eventually fall out of relevance and need to get tips for rebranding in order for them to become once again interesting. This might be as simple as changing your mission, vision, and tone or as involved as designing an entirely new appearance and feel. Every 7-10 years, a full rebranding is required on average. If you’re nearing the end of your company’s current existence, it’s time to shake things up!
Marketing tips for rebranding your business come in many forms. Some are more concrete than others and some are more philosophical. In truth, you may choose to rebrand based on a particular philosophy that best suits you personally, or based on what works for your industry. Regardless of which marketing tips you choose, though, there are a few important concepts that you must keep in mind. For example, you need to choose a name that you believe will stick in people’s minds. You also need to choose one that is distinct from any other similar brands.
Tips for rebranding your business. Stay yourself!
When you rebrand your business using a branding strategy that maintains your core values, you can ensure that your rebranding efforts will be successful. People associate brands with values. If your company is dedicated to maintaining the integrity of its core values, your customers will want to do business with you. If your company repeatedly commits ethical or cultural transgressions, consumers may wonder what kind of company you are and whether they should do business with you. If you consistently violate consumer protection laws, your reputation will suffer and so will your sales. All of this happens because consumers associate brands with values and those who fail to maintain those values are often viewed as unsavory.
Create a rebranding strategy
Your business branding plan should include a vision for the company, as well as a description of your target audience. Without a detailed plan, you are just guessing about how your brand will fit into the future and about what your target audience wants to hear about your company. If your business has been successful in the past, but your audience is demanding something different, rebranding your business may be necessary. This requires a detailed examination of your business model and an understanding of your audience.
A new vision for your business and a description of your target audience can go a long way toward rebranding your business. Rebranding helps your brand communicate with your audience while making it clear that you have a clearly defined vision and mission. When consumers have a sense of connection with a product or company, they are much more likely to purchase it.
Your business brand plan will also help you determine the best strategy for rebranding. You may decide to rebrand yourself as a more stylistic version of your earlier name, or you may choose to create a new name to attract a younger audience. Rebranding can also be a great way to remedy perceived negative perceptions about your business. Perhaps a new name was developed to take advantage of a major media event, like the bankruptcy of Enron, that has changed the public’s perception of the company. Whatever your case, rebranding is a powerful strategy.
Tips for rebranding. Be patient!
Another great tip for rebranding is to stick with one name for a period of time, even if it may not be effective. This strategy helps your brand establish a consistent image. Branding experts agree that the name we identify with our favorite brands will stick in our minds longer than any other name. If you are unsure of how to create a logo or design, use an image that is consistent with your branding strategy. A great logo or design is one that works in many different settings.
Promote your brand to the target audience
Finally, the most successful rebranding campaigns include a well-targeted advertising campaign. You need to know who your target audience is, as well as what their purchasing habits tell you. Research your target audience online to see what questions you can ask potential customers to determine a core group of people to target with specific ads and to whom you should focus your marketing efforts. Once you know who your target audience is, you can use targeted media to reach them. For example, if you are selling handbags to career women, you might consider running an ad that emphasizes the lifestyle, profession, or other characteristics of professional women. This can help you make a memorable first impression of your new brand.
Rebranding your business. A short guide
- Consider the company’s current position in its life cycle. Is it time for a shift? If that’s the case, go to step two. If not, keep things as is and wait until it’s time to make a change.
- Define what must change with your brand by making a list of the changes that will need to happen (mission and vision statements might be included). This should contain elements such as logos, colors, and fonts. Make sure you’re prepared to make these modifications before continuing!
- Stakeholders within the organization should be included in any new branding initiatives; they will have their own ideas about how things are presently operating or failing – this can be useful when developing a rebranding strategy. It also indicates that you care about their thoughts and opinions.
- After collecting all feedback, you may start the rebranding process! This might involve anything from a new logo to updating your website’s appearance and feel – but it may also entail much more. Proceed to Step 5 if required after completing the branding groundwork.
- Make certain everyone within your business is aware of what’s going on with your brand and why it’s changing (step two). They should be looking forward to future changes so they can support them. Be considerate of those who may disagree with any modifications; some employees like the present course, while others want something different – both viewpoints aren’t necessarily superior to each other!
- Finally, and most significantly: new branding initiatives will not be successful unless they are done correctly. Make sure your stakeholders know what to expect from the rebranding process; if you’re changing a logo or updating your website’s design, users should be prepared for a change in an appearance before and after the update.
If you follow these simple tips for rebranding your business, you should be able to achieve at least some measure of success. In fact, branding can be one of the most powerful marketing tools available. If you successfully rebrand your business, you can increase your customer base, improve your reputation and increase your profits. This is true regardless of whether you currently own a business or not. No matter what kind of business you are in, rebranding is an important part of its success.