Why Rebrand your business and when is the right time to do so?

Your brand is the total experiences your customers and potential customers have with your company.

A good brand communicates what your company does and how it does it. A good brand also establishes trust and credibility with your prospects and customers. And because a brand evolves over time, many companies, including some of the most successful ones, rebrand. Why?

We all need to embrace change. It is overall the only constant. Even when your brand is thriving, there is no guarantee that it will still be relevant or on top in a few years. Sometime to maintain the status quo a company simple needs to change or keep up to date.

And to help you to I’ll show you how you could apply this to your company.

 

Step 1

 Determine why rebranding is necessary

Are you trying to appeal to a new set of customers? Has something gone wrong with your company that you are trying to change or move away from? This could be something as simple as losing sales to something a little more extreme like a corporate scandal or bankruptcy. Are you too similar to your competitor’s brands and want to do something to stand out from the crowd?

Have you added a new element to your company or have you moved away from the services that you used to provide? Is your brand merely old fashioned and could do with a little TLC? Once you have figured out which of these is the reason for your rebrand, it will be much easier to come up with a plan to make the changes.

 

Step 2

 Make a Plan

 All things work best if there is a plan involved. All companies work differently, but all successful rebrands should come with a roadmap outlining how best to achieve the goals. It is best if you can create a timeline outlining how best to achieve the goals. It is best if you can create a timeline outlining when you want exceptional milestones accomplished, and include project costs so that you are not left with any nasty suprises.

Rebranding can take the form of a simple tweak, like changing the colour of your logo design, to improving what the company stands for as a whole, so projected costs and timelines can vary significantly country by country.

 Step 3

 Keep it Simple

 One of the worst things that you can do is confuse your customer base, both old and new. People tend to be set in their ways, so if something they are used to suddenly changes in their perception, it can be a confusing time.

Therefore, it is vital that your customers can see and understand what it is that you can now do for them, even if that means reiterating what you have always done.

If you have added services or products into your company, then make sure that this is obvious, while on the other hand if you no longer provide a particular service, then this should also be stated. The ideal situation would be if you could describe your brand to someone in less than 10 seconds.

Communication is vital, therefore if people cannot tell what it exactly is that you can do for them, then they are going to go and look elsewhere –Brand loyalty and promise often is difficult.

Step 4

 Customer Feedback & Research

 One of the worst things that you can do is confuse your customer base, both old and new. People tend to be set in their ways, so if something they are used to suddenly changes in their perception, it can be a confusing time.

Therefore, it is vital that your customers can see and understand what it is that you can now do for them, even if that means reiterating what you have always done.

If you have added services or products into your company, then make sure that this is obvious, while on the other hand if you no longer provide a particular service, then this should also be stated. The ideal situation would be if you could describe your brand to someone in less than 10 seconds.

Communication is vital, therefore if people cannot tell what it exactly is that you can do for them, then they are going to go and look elsewhere –Brand loyalty and promise often is difficult.