Rebranding is a strategy that can revitalise your business and improve customer relationships. Timely rebranding is not designed to improve your organisation but rather is designed to have a positive impact on your current and prospective customers. Of course, rebranding does offer an opportunity to adjust and revitalise internal company operations at the same time. When done correctly, rebranding can build excitement both within your organisation and within the market you serve.
Why Should You Rebrand Your Business?
There are four main reasons why a company should consider a rebrand. If you review this list and see the opportunity to improve your relationship with your customers and the market in any of these areas, it may be time for you to seriously consider rebranding and revitalisation.
- Gain an Edge on the Competition: The economic climate changes, sometimes almost as quickly as the weather. Your business must change with it to stay competitive. Rebranding is one way to reflect the current market situation and gain a competitive advantage. When you revise your brand and your public message you revitalise your market and increase your sales performance ? especially if you create excitement and consumer confidence around your revised brand.
- Accelerate Growth: Consumers are exposed to thousands of marketing messages every day. A rebrand cuts through the advertising clutter and attracts attention to your products and organisation. People naturally pay attention to new messages and advertising they haven?t seen or heard before. Rebranding helps you increase the impact of your company?s message and promote sales growth. You can also take advantage of a rebrand to reduce your operational costs and create efficiencies in your order fulfilment process. The result is increased profitability.
- Expand Your Market: Small businesses start out with a brand that reflects their local reach and their status as a small, flexible company with innovative products. As your business grows, your brand must often be adjusted to reflect an expanding market presence and higher level of sophistication. When you rebrand, you naturally expand your market by positioning yourself to attract attention in a larger field.
- Showcase Innovation: Technology changes all the time. Your products and services, especially if you are a technology dependent organisation, change also. Rebranding is a natural way to showcase innovation within your company. A carefully designed brand will capture the imagination of the public and position your organisation as an innovative leader in your market.
Rebranding Done Well
A successful rebrand is more than a new logo or a revitalised ad campaign. It starts with a compelling vision developed by senior leadership and communicated throughout the organisation. This vision then flows into your marketing message and eventually out to your customers and potential customers.
Rebranding starts at the top, engaging leadership from the beginning. The entire management team and board of directors must understand and embrace the new message. It?s helpful to find a phrase your team can rally around and a way to make it visual and memorable. The senior management, starting with the CEO, must drive the revised brand promise.
Enlist the help of your Human Resources staff early in the rebrand process. Every employee in your organisation needs to understand the new message and embrace it. HR understands communication and team dynamics. Let them work with your advertising agency or internal marketing team to roll out the new message to the troops in a way that is interesting, engaging and fun.
Rebranding is an 6-18 month process when done well (dependant on size and complexity of business). Communicate your new brand and those new key messages to your staff repeatedly during this time. Team lunches, competitions, and team building events are crucial to long term acceptance of the brand. Even small things like coffee mugs, signs in the office, or desk toppers can keep the new brand image in front of everyone during the transition.
Work closely with your sales team as you develop and launch the new brand to your market. Engage them early and let them help you determine product positioning and fine tune your brand message. The sales staff is able to identify customer needs and industry trends ? useful information during the brand repositioning process.
During the rebranding process, make sure you stay engaged with your internal team. Measure and track your employee?s engagement with the rebrand and use that information to determine if your strategies are working or if you need to make adjustments. If your employees believe in the new brand and can articulate it outside your company, you?ve moved in the right direction.
Rebranding success is built on your internal team. If they believe in your brand and enthusiastically respond to it, your customers will react positively as well. Enthusiasm is infectious and rebranding success depends on it.
Vividus has worked on a number of rebranding programs with clients, check out our logo portfolio for examples of our work!