When people hear the term ‘Rebranding’, they think it is just a process of renaming your brand, redesigning your logo or something similar to that. But the truth is, it is very different from that and far from this.
Rebranding is a fancy term for a complicated process. But, to understand this complicated process, we need to understand the first step of rebranding- BRANDING. Let us check on our supporting hero first.
The concept of branding has been around since late 1500s. In today’s time, it is so much more than just a logo, it has come to signify the emotional feeling a customer has with the particular brand.
Going back to Rebranding, it is to take your business in a new direction. It’s about going to the core of what you stand for, consolidating your aims and vision, and then modifying your image to reflect these changes.
If you think your business needs a new direction and has to do away with the old methods, you should consider rebranding. But how do you know when your brand needs to go under go a makeover?
Well, it is simple. Ask yourself few questions and if the answers points to big solid YES, then you should definitely opt for Rebranding. Here are all the questions you need to ask yourself:
- Do you need to appeal to a new demographic?
- Does your senior management team feels like it is time for a change in company’s overall strategy?
- Has your company been part of a merger or a take-over?
If you answer the following questions with a positively nodding head, then you should consider Rebranding. And here are all the things you should consider before starting the rebranding process.
The key to a successful rebranding is Self-Awareness. You need to answer these questions and your rebranding will take care of it.
- Who are you?
- What do you do?
- What do you want to be known for?
- Why do you want to rebrand at this particular moment in time?
Before a director starts shooting the movie he knows how it will end and that is the approach you need to have too. Only if you know the destination of your journey will you be able to reach there.
Get back in touch with your customers; this is all the more important if it is a family business. Family businesses are passed down generations which means with every passing generation of your family, your customers are changing too, your clients might not be the same which your father or his father before him tended to so you have to be on the pulse of that, market research will help you catch the pulse of your customer.
Ask your existing customers and members of your target demographic for their input on your brand story, products, and existing reputation. You can use surveys or focus groups to solicit their opinions. This information will help you align your new brand with your intended audience.
What is your Unique Special Proposition?
Rohit Sharma is a cricketer who is a generational talent, he can basically bat anywhere but to get the best out of him he should open – that is his USP.
Similarly, decide what makes you unique, are you someone who sells high end suits or suits for everyone.
If you try to appeal to everyone you will inspire no one, hence creating your niche is important and telling its story even more so
Filter your story down to a few keywords! What do you do better than your competitors?
A further research would make these things clear.
Your touch points
Make a list of all your material that needs rebranding – flyers, hoardings, business cards, signs, blogs & posters. Every time when you create a new message to brand integrate it to all your mediums.
If you are a beauty salon, your touch point will be the reception so you should make sure the rebranding fits. If you are a Supermarket, your touch point will be the flyers and print media communication.
Rebranding is a TEAM game
Rebranding is a team activity which means everyone should be onboard.
A rebrand will flop if your employees aren’t convinced that it aligns with your business values and strategy. Get their feedback at all stages of the design process.
Before you take your new brand to the public, give them the opportunity to tell you what they think. If you can sell the Rebranding to your employees they and only then can you sell it to the public.
You can set up an anonymous comment box if you think it will encourage them to share their thoughts.
When the rebranding is complete, have an internal launch party. Get your employees excited about the change, and they are more likely to become brand ambassadors. If you have started to offer new products and services as part of your rebrand, or you want employees to take a new approach to customer service, ensure they have been appropriately trained.
The work doesn’t stop when you unleash your new brand. It has only started.
Get some feedback from your target audience, and analyze your business performance to assess the impact of rebranding on your bottom line. You can do this informally, by asking customers in person, or you can use online surveys and focus groups.
Rebranding can be a huge undertaking, but also marks a fresh, exciting phase in the life of your business. When done right, it will excite and re-engage your customers or leave you in a strong position to attract a new audience.
The process of Rebranding, Branding and Digital Marketing are complicated and yield best results when done by an expert. If you are looking for someone who can help you with your Rebranding Process, contact me today!