Business

The Road Towards a Sweet Rebranding Success

Rebranding comes in many shapes, from choosing a new name to introducing a new business model.

However, while the market gets accustomed to these changes, the business still needs to engage and communicate with customers. If you’ve ever wondered whether it’s possible to rebrand a company without losing customers and disenchanting the audience, check out some of the best rebranding tips.

What are your reasons?

A rebranding project is a big job which needs to involve your marketing capabilities, online presence, but also the clients, employees and your business mission. Unless you have urgent reasons to change, there’s less chance that you’ll succeed. A rebrand can involve changing both the company name and refocusing of products or services. However, such a severe case is justified only if you need to boost growth or make your services clearer to the audience. In some cases, rebranding can do more harm than good.

It affects everybody and everything

When considering a rebrand, you need to recognize how the process will affect your business, as well as how long will it take and how much will it cost. Perhaps the most difficult part is to make your customers happy by convincing them that the change is all about maintaining their trust. It’s important for both the existing and future clients to understand that the changes needn’t mean a breakup of continuity and long-term fruitful cooperation. Once you decide to rebrand with clear, client-centered reasons, you need to let them know what those reasons are.

Identify the right strategy

While a decision to undergo rebranding is easy to make, it’s in details and execution where the issues appear. As someone put it, you can’t know what goes inside until you get halfway through. Although your initial plan focuses on a new name and the domain to follow it, the implementation often requires you to design a new logo and branded company products. You’ll probably need a new website design and the accompanying content, as well as product and service guides. Delegate members of your staff to lead the change in each department and help you with making decisions and communicating your moves.

Consider the market

Before you can rebrand, you need to do your homework on your competition’s activities. Try to see how they stand apart from you, and how your proposed change in company values differs from theirs. Identify what sells in branding and what doesn’t. Evaluate the current trends, but make sure that a trend you adopt makes sense for your target audience. Your new brand needs to be fresh and up-to-date, but not so much that it looks outdated by the end of the year. That’s why design plays a crucial role, emphasizing the quality of the products as a hallmark of the brands market positioning. Going by what a bachelor’s degree in product design teaches us, that quality is determined by the product’s conception, usability and emotional appeal, as well as the product’s life cycle.

Prepare for questions and concerns

Maintaining communication with customers during a rebrand is critical for nurturing the existing relationships. If people you work with or sell to don’t understand why you’re rebranding, they may lose interest in your business and take their money elsewhere. To anticipate questions and customer concerns, consider issuing an infographic, as a space-effective way to effectively explain the brand transition, with all the reasons and benefits it brings. Certain designers specialize in converting their client’s textual info into seamless infographics, which not only take less time to ‘read’ but also reach more audience than just blocks of text.

Keep communication simple

When informing the public on your rebranding, the communication needs to be straightforward and simple. People don’t like changes, so they need your assurances and explanations that will help them understand your vision. However, don’t forget that addressing the concern of employees is no less important than answering questions from customers. On their part, your employees also communicate with customers, and they need all the support they can get. The information on rebranding needs to flow from the top management to the manufacturing floor or retail.

Make your rebrand heard

Informing your customers shouldn’t be kept to emails or blog releases. Many business owners have discovered that being public about their rebranding helped them not only to keep the business at a current level but also to increase it. Whether you use social media, press releases, adwords campaigns, or live appearances to communicate to your general audience, you’re likely to see an increase in traffic to your website and greater interest in your products or services. With an improved understanding of what you do or sell, it’s easier for potential customers to find you online.

Focus on excellent service

While being clear and transparent about your rebranding efforts certainly helps, there’s no better way to prevent a drop in business than keeping up excellent service and user experience whatever is going on. For example, if your laundry business narrows its customer-acquisition radar to the hospitality industry, make sure your existing customers outside the hospitality niche know they are still a priority. You can even keep your old website live and encourage your existing non-niche customers to use it.

While rebranding can look exciting, fun, and innovative, the fun parts are just a small part of what really happens under the hub of an effective rebranding strategy. In addition to having a great understanding of your brand’s visual assets, you need to understand how the change affects your company from top to bottom, but more importantly how your customers are going to respond to the change.

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Jennifer Hahn Masterson

Author’s bio: Jennifer Hahn Masterson is a Senior Content Strategist, holding an MA degree in business communication. She is always doing her best to help her clients find their place in the ever so competitive business arena, insisting on long-term sustainability rather than on some questionable get-rich-fast scheme. You can check her out on LinkedIn.
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