How to Rebrand Your Business – The Core Elements to Focus On
Rebranding for the sake of simply refreshing your image can often work against you, but by defining these 6 key elements you will be able to successfully rebrand your business.
Embarking on a business rebrand is a big decision and one that shouldn’t be taken lightly. However, it is sometimes necessary to prevent your company from appearing outdated or unprofessional. To help you develop an effective strategy, we’re offering some informative advice on how to rebrand your business.
Focus on Your USP
A successful brand not only focuses on what a business is, but it captures what a business is not. Unfortunately, too many companies make the big mistake of failing to highlight the factors that make them unique in the industry. Instead of trying to attract all customers in all markets, you must create a distinguishable brand that separates a business from its competitors. Defining your unique selling proposition is probably the most important part of successfully rebranding your business. If you don’t, you will blend in with the many average companies that are instantly forgettable.
Know Your Audience
Of course, you cannot develop a USP if you have failed to identify your primary demographic. For instance;
What new audience do you hope to reach with a rebrand?
Are you hoping to attract more customers or reach a different audience?
Remember, a new look and feel may garner more attention, but it could also lose loyal customers. Consider both audiences during the rebranding process to maintain a healthy bottom-line.
Change Your Design
Sometimes everything must go if you want to transform your brand. This means changing everything from your web design and logo to your content and marketing tactics. It’s time to overhaul your image by working alongside a team of talented marketing professionals. For instance, web design Birmingham services can help you develop a website that complements your new look, products and marketing goals.
Inform Your Customers
Don’t surprise your audience with a rebrand. Inform your past and potential customers that a new look is coming, which will encourage excitement online. Use social media to announce an upcoming brand relaunch or new website. The news will also encourage feedback and opinions, which will aid the rebranding process whilst building stronger relationships. Make your followers feel like a VIP by offering sneak peeks or teasers, which can boost brand loyalty whilst increasing your sales.
Communicate with Your Employees
All employees should feel involved in the rebranding process or they may fail to embrace the new changes. Aim to communicate the brand’s new look, vision and marketing approach, so everyone backs the campaign. Don’t send an impersonal email. Instead, gather the team together to make the announcement whilst encouraging feedback and participation. This will help employees to get on-board with a rebrand, so everyone works towards the same goal.
Learn from Other Company’s Mistakes
The rebranding process is no easy feat. Instead of rushing in with a million and one ideas, research other rebranding efforts to learn from other brands’ mistakes. For instance, back in 2009, Tropicana made the bold decision to change their orange juice cartons’ design. Unfortunately, customers believed the brand equity had been compromised and juice sales fell by an incredible 20%. As a result, the company had no choice but to return to their original carton design. If something isn’t broke, don’t try to fix it.