Your brand acts as the ambassador of your business. From the moment you get started, you have to think about how you want to be perceived, who your target market is and how you plan to reach them.
Building a brand is no easy task. It’s quite common for a business to find that their brand identity doesn’t mesh with their products and services or company culture down the track.
In an ideal world, you should be able to rebrand whilst only making subtle changes such as a colour change that doesn’t require a full logo redesign. Or a more compelling wording of your company slogan that doesn’t change the message completely.
The key to getting it right is to be instantly recognisable to your customers even after a rebrand. Here are some tips to help you on the path to success.
3 Tips for Successful Rebranding
1. Do Your Research
The first item on your rebranding ‘to do’ list is to do your research from both existing customers and prospects who aren’t doing business with you. Find out what they think about your logo, your corporate colours and your company slogan. You need to explore how people respond to your existing branding and whether it is representing who your company is and what you do in the best light.
But remember – your branding is so much more than a logo. Take a look at how you’re perceived from every possible angle – your website and copy, your social media messaging, your customer service policy – anything that affects the opinion people form of your company and brand.
2. Plan Your Launch
Once you’ve hit upon new ideas and decided on your new direction then it’s time to spread the word and this means a proper launch of your new image. Remember, it needs to be so much more than your corporate colours, logo or web design. Make sure you’ve dotted your ‘I’s and crossed your ‘T’s on every aspect of your rebrand – from your logo and company slogan to your web design and social media strategy.
To help make sure your customers know exactly what to expect – have a proper launch strategy and give them the information and reassurance they need throughout all your social media content, blog posts and media releases as well as the copy on your business website.
3. Have a Contingency
To make sure your rebrand is as successful as possible, have a contingency plan in place just in case your loyal customers are taken aback by your changes. Know exactly how you will reassure them that it’s business as usual and as they know it. With a proper communication plan in place, you can ensure a successful launch of your new, improved branding to ensure a successful new image.
Why rebrand? 5 Reasons to Rebrand Your Business
1. Audience Reach
If you started your business unsure of who your target market was and how you could engage with them, then it could be time for a change. Your brand needs to appeal to your target market and if you’re now in a position to know who your customer is and what they need (and of course exactly who you are these days), then make sure you rebrand to reflect your all important evolution.
2. Staying Relevant
The last thing your business needs is for its products and services being undersold by an old logo or branding. It could be time to update if your brand is losing appeal with your targeted demographic or it doesn’t differentiate your business. Take a good look at your image to see if it needs to be refreshed to increase appeal and help you stay current and relevant in an increasingly competitive marketplace.
3. New Offerings
It is important to update your branding if your business has changed beyond its original products and services. You need to reflect the evolution of your business, particularly if you expand or contract your offering and change your position in the market as a result. If you have a shift in business activity then you may need to consider a name change and a rebrand is ideal to reflect the new you.
4. Company Merger
If you have acquired a new company or joined forces with another business, then a rebrand will be just the thing to set you on the right path to success. Updating your branding is a great way to reflect a merger or acquisition including any changes to your brand values and philosophies as well as establishing your new business direction.
5. Negative Publicity
In today’s online world, negative associations can occur fast and furiously with anyone able to post on social media. A customer who is dissatisfied has the potential to inflict permanent damage on your reputation. If your business encounters this type of backlash then you many need to assess whether it’s time for a rebrand to shed any negative perceptions and start afresh with a new brand identity.
For help successfully rebranding your business, speak to the team at your local Kwik Kopy today.
