Rebranding is more than just a shiny new logo; it’s defining and restructuring your look, voice, and mission. For a true rebranding to take place, you not only need an exterior makeover, but an interior one as well. Any brand can benefit from a rebranding to stay relevant and up-to-date with the world around them. The key is knowing the right way to go about it.
Research and plan. This is the first step in any strategy, and it is no different when rebranding your business. Start by researching what is going on in your business and in your industry. Has the market changed? Has your audience changed? How can your business and products be more relevant to the consumer’s needs? Create a plan of action to implement your relaunch. Consider your core values and how you want to convey your new brand identity. Your strategic plan should include not only an outline of your intended efforts, but also an overall time-frame for adoption of your relaunch and metrics for assessing your success.
Use your existing brand equity. The last thing you want to do is alienate your current customers, so include them in your rebranding process. Ask for info and feedback about your business and products. Keeping your existing customers in the loop about your rebranding efforts will give you valuable insight and create buzz for your business.
Make it a team effort. Just as you don’t want to alienate your customers, you don’t want to exclude your employees either. Communicate changes and rebranding efforts with your team. Including your employees in the process will make them more open to aligning with you and embracing brand changes.
Be consistent. You may encounter some initial resistance to your new brand strategy, but stick to your plan and show some excitement about moving forward! Remain positive and upbeat in your communications and show a strong sense of leadership. Focus on promoting the value of your brand, and use the buzz of your efforts to differentiate your brand from the competition.
Remember that rebranding doesn’t happen overnight. True rebranding is a process that takes time to fully engage. It won’t be instantaneous, but by implementing a fully developed strategy and campaign you can reap the benefits of a successful rebrand.