The world of business is ever-evolving and to keep up with the changes, rebranding is often necessary. Rebranding can be an exciting time for businesses as it can signify growth, new beginnings, and a fresh start. However, it is important to approach rebranding with caution as it can also be a risky move. In this article, we will explore the dos and don’ts of rebranding your business.
DOs of Rebranding
Clearly Define the Reason for Rebranding
Before jumping into the rebranding process, it is crucial to have a clear understanding of why you want to rebrand your business. It could be to reflect a shift in the company’s values, to reposition the brand in the market, or to simply update the brand’s image. Whatever the reason may be, having a clear and concise explanation will help guide the rebranding process and ensure that everyone involved is on the same page.
Research and Analyze Your Market and Audience
Before making any changes to your brand, it is important to conduct research to ensure that the changes align with your target market and the current market trends. Understanding your audience’s needs, preferences, and behavior can help you make informed decisions that will resonate with them.
Take Your Time
Rebranding is a process that should not be rushed. Take your time to carefully plan and execute the rebranding strategy. Rushing the process can result in mistakes and missed opportunities.
Involve Your Employees
Your employees are an important part of your brand and involving them in the rebranding process can help ensure that they feel invested in the changes. It can also provide valuable insights and ideas that can improve the overall process.
Test and Evaluate
Once the rebranding is complete, it is important to test and evaluate the new brand to ensure that it resonates with your audience and is achieving the desired results. This can be done through surveys, focus groups, and monitoring the brand’s performance.
DON’Ts of Rebranding
Don’t Rush the Process
As mentioned earlier, rushing the rebranding process can result in mistakes and missed opportunities. Take your time to plan and execute the rebranding strategy.
Don’t Ignore Your Brand’s Heritage
While it is important to update and modernize your brand, it is equally important to acknowledge and respect your brand’s heritage. Understanding your brand’s history and legacy can help guide the rebranding process and ensure that the changes align with your brand’s values and personality.
Don’t Make Changes Just for the Sake of Change
Rebranding should not be done just for the sake of change. There should be a clear and concise reason for the rebranding that aligns with the company’s goals and values.
Don’t Ignore Your Target Market
Rebranding should always be done with the target market in mind. Ignoring your target market can result in a brand that does not resonate with them and can ultimately lead to the failure of the rebranding.
Don’t Underestimate the Importance of Consistency
Consistency is key when it comes to branding. Once you have established your new brand, it is important to ensure that all aspects of your business reflect the new brand. This includes everything from your website and social media presence to your business cards and packaging.
Rebranding can be a powerful tool for businesses looking to evolve and grow. However, it is important to approach rebranding with caution and ensure that the process is carefully planned and executed. By following the dos and don’ts outlined in this article, businesses can avoid common rebranding mistakes and create a strong and impactful new brand.
About Désiré Roberts
Brand Consultant @ TILT Creative
Désiré is a senior brand consultant obsessed with brand growth. With over a decade of experience, she has worked with all sizes of companies, from all over the world, across various industries. She’s different because she doesn’t play by the rule book and she loves the challenge of the learning curves of every industry, which has given her an unrivalled competitive edge with an incredible body of knowledge and experience. She’s laser focused, meticulous, ambitious, persevering, and self-driven.
“When you’re a medium to large company, you need a level of authority that’s divergent from the small business sector. The competition is stronger and the stakes are much higher. The same brand tactics will not work; there’s millions of pounds on the line. You have to find someone who is willing to push boundaries and not just think outside of the box, but think outside of the universe. You must change your perspective to play in this ring, else you be knocked out in the first round.
Likewise, when you’re growing a small business, you can’t use the same rule book as the big boys – you have to play the game of your own sector, just better than your competitors. The interesting thing is that not many SMEs pay attention to brand, so just by tightening that area up, you’re instantly in a much better position than your competitors.”
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