There are some rebranding tips you must consider for your business. First of all, in a world of continuous changes rebranding seems inevitable and constant. However, rebranding is a necessary but complex process for any company, for many reasons. For instance, a rebranding practice stems from the discomfort with the expired identity. The previous no longer reflects the values ​​of the company or not connect with its customers.  Does it sound familiar?

 

Thinking about a new look? Check out these rebranding tips

First of all, define if a brand change is necessary. Is it because the target changed, or the company’s values ​​have evolved? New competitors have emerged and you need to differentiate yourself? Are you part of a startup in which the brand identity was not a priority at the beginning? Take the time to answer this, then, proceed. Once you answering these questions will ensure that the process is necessary. Keep in mind a rebrand involves considerable effort and resources.

 

Furthermore, selecting the right providers is essential for good results. This selection must be consistent with the values ​​and objectives of the brand. But a rebrand can be challenging because you have to find a balance between a company and its identity. Moreover, in a process like this, vendors become part of your team. Also, businesspeople align with your rebranding goals and way of working. In other words, merchants are essential in the whole process as legitimators. Above all, listen to the experts when they ask you about your possible rebranding. Please note:

• Will it increase sales?
• Will it improve your current brand reputation?
• Is it cost-effective?
• Will it aid company growth?
• And quite simply, is it worth it?
  (Pros and Cons to Re-Branding Your Business. Globaldotmedia.com, Aug 2019)

 

A little change or a total makeover?

Depending on the degree of evolution of your brand, the change can be partial or total. But the transformation does not always have to be so drastic. However, many brands go through continuous refreshments while preserving part of their old identity.

Yet, people don’t like change because it comes with uncertainty. It’s not a big deal. It means entrepreneurs may question what the outcome will be. In other words, “this is why communication is vital during rebranding. It’s a catch situation because rebranding will likely attract new customers, so it’s worth the risk.” That’s what Bonnie Currin, marketing expert, says.

 

Realigning brand values ​​from the inside out

One of the temptations in a sector as competitive as ours is to overvalue the competition as a reference. Likewise, it’s necessary to know the competitors. You must avoid that because they set the tone in the evolution of your brand. A key is to redefine your values ​​from its roots and experiences as a company. Also, it’s essential to take as a reference to the interaction of our members with our brand. A brand must always respond to its end users.

 

Above all, versatility is a necessity for your brand, and it has to cover user guides, posters, etc.  As a result, be flexible, easy to adapt, and fresh identity. In this way, you achieve that your identity breathes our values, that it is authentic and unique. Remember: change is the only constant. Like any process, rebranding has a beginning and an end. In the same vein, brands are changing, and their customers evolve. In the same way, new technologies appear every day and brands must adapt to them. It is a reality with which we must live.

 

To sum up, it’s imperative to understand that corporate identities are not static. This is a factor to take into account during the rebranding process. Your new brand must be coherent and timeless without losing its validity.

 

 

Some last rebranding tips you must consider*

• If you are thinking about rebranding, keep in mind that it is a strategy and not as simple as changing your logo.
• Every element you change can have a significant impact on your brand image as a whole.
• Your new brand identity is present across all marketing channels.
• Research and timing for a rebranding strategy are both crucial.
• Predict how your audience will react through surveys and focus groups.
• The transition is slower in a sales cycle because of the amount of effort it takes to change the old with the new.
• The rebranding also may boost your sales due to the increase in publicity.
• Preparing your audience and explaining the meaning behind the new brand identity.
• In conclusion: A rebrand will be inevitable without criticism. But a well-planned marketing strategy is key to success.
  (*The Pros & Cons of Rebranding—Effective Branding Strategies That Rock. Go.accelitymarketing.com, Mar 2016)

 

In addition, at some moment, all companies must rebrand to some degree. But in no case, a rebranding can consider as the creation of a new brand (branding).

 

Some rebranding tips you recommend for us? Share your comments. Please, don’t forget to visit our webpage if you’re interested in more digital marketing topics. Read this same article in Spanish by clicking here.