Approach, Plan & Execute Rebranding Successfully
So are you all set to dive deeper into the process of rebranding? Undoubtedly, rebranding might be an exciting moment for a few; it is a mere unfortunate step for the others. But, whatever it is, just make sure that you and your brand emerge bigger out of it!
Why Consider Rebranding?
There are a plethora of reasons you might consider rebranding, but here are some of the most common situations:
Repositioning Your Brand in an Existing Market – Businesses evolve. Maybe you started out thinking you’d like to take your brand in one direction, but after spending time in the market, you think a different area has better potential. To pivot to these new opportunities, you might need to rebrand your business to better fit the market.
A common example of this is rebranding is to promote a more “upmarket” image.
Moving into a New Market – If you’re moving into a completely new market, you may need to rebrand your business to strategically meet these new customers.
It could be cultural differences or you may just want to differentiate your brand between two different markets. No matter what it is, this is a common scenario for initiating a rebrand.
Figure Out Why You’re Rebranding and If It’s Absolutely Necessary
Whether you’re rebranding for one of the reasons I listed above or another situation, now is the time to truly consider whether:
You’re rebranding for the right reasons
Rebranding is truly the best solution to your problem
Make sure you know exactly why you’re doing a rebrand and how rebranding will solve the problem you’re facing.
Only then should you move into developing the plan for your new brand.
Figure out your new brand
Well, building out a new brand out of an already existing one requires a lot of daunting efforts. This should be a long and well-articulated process, but to give you a quick glance, here are a few things to consider when rebranding:
Identify the parts of your products that need to be rebranded and decide whether it can be taken up in-house or some brand consultancy is needed;
Define the scope of your rebranding which may involve the following segments; namely visual identity, verbal identity, behavioral identity;
Research with regard to the recently branded similar organization and competitors, establish your target audience and identify your communication style;
Identify the constraints that are likely to creep in;
Stay focused on your objective;
Once you know how your new brand is going to look like, it is the right time to create an inventory of all your brand assets.
Create an Inventory of All Your Brand Assets
Before you start changing things around, you need to actually keep track of everything that needs to be changed. To that end, it helps to create an inventory of all your current brand assets which need to be updated.
These can include internal digital assets like logos, eBooks, and featured blog images. But they also include external digital assets like social media accounts, as well as any physical assets at your disposal.
Update all your digital assets
Website design: Let not the feel of your old brand overshadow the excitement of the launch of a new brand! Keep your new website design totally different from the previous one while ensuring that it is in accordance with latest industry standards.
Social media accounts: Yes, social media accounts need a change too. You can either acquire a new name for your accounts or alternatively, try creating a new one from scratch.
Email marketing: Don’t forget to update all the branding in the email marketing software that you might be using. There is nothing worse than rebranding a business and still using old branding signatures/logos/URLs and the likes.
Promotional materials: Any PDFs, ebooks or blogs that you might be using to promote your business should also be provided a makeover in accordance with your rebranding theme.
Looks like a big deal? Well, no one said, it is going to be easy, but at the end, it is all worth it! However, to ensure that rebranding emerges out as a grand success; ensure that you are rebranding for all valid reasons and that the rebranding is the only solution available at the moment to boost your business further. Once you are assured that rebranding is a must, take the plunge and go ahead with full vigor. May the force be with you!
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