The following is a guest post.
When you mash the ever changing landscape of marketing with the fast-paced world of the internet, you get a Lamborghini Gallardo. Jokes aside, the reality is that the world is moving and changing in whiplash speed and we must match it. It leaves most businesses struggling to stay relevant. But, what if you are no longer effective in your industry? Have you considered rebranding? Let’s give some thought to some important aspects of rebranding.
The question is not how or when or what… we must first ask the why
Successful rebranding is preceded by hours and hours of research. If what you are doing already works, then why rebrand? Before you convince your clients and target market that you need a rebrand, you must first convince yourself. If you have only shallow reasons to rebrand – a name you like better, a new logo you designed – these may not be enough grounds to launch a successful rebrand. Dig deeper into your businesses’ needs and directions. Do you have new goals? Are you offering additional products and services?
What are the effects on your followers and target market?
You must communicate with your followers in advance that you’re rebranding or launching a new social media page. If you make sudden changes, this may cause confusion among your regulars and you can lose them. What you should is keep updates in your old social media pages, and place links or leads to your rebranded page. You should also secure your “.com”. It would be very useful if you can communicate with your followers and ask their opinion and how they would feel should you rebrand. Explain the direction you’re taking and then input their opinions to fine tune your rebrand to their sensibilities.
Abstaining from uniformity
If you find that you are blending in to the crowd, then a rebrand would be in your best interest. Check your competition. No, scrutinize them. What are they doing that is more effective than your strategy? Make sure you get ahead in that area. What are they failing at that you’re succeeding in? Highlight that strength when you go for your rebranded image. Most importantly, make sure that the end result is a unique image of your business. Doug Coupland says, “feeling unique is no indication of uniqueness.”
Are you left behind?
When you find that your followers are dwindling in Twitter, or you don’t get as many likes in Facebook, it means that you are becoming irrelevant. Tune in to the new sensibilities of your target market. Maybe you’re feeding them outdated content. Be diligent in tapping in to new trends and fads in your industry.
When your brand is not equal to your identity…
If there has been a change internally and you are no longer being represented well by your branding, then go for it. It is crucial that your principles and beliefs are communicated in your brand. What is at stake here is your tradition. If drastic change is about to take place, make sure that the clients and followers are slowly adapted to your new image. Maintain the strengths of your previous brand and incorporate new elements that make you relevant in the industry.
Are you seeing a bigger future?
If you are seeing major growths for your business then strike whilst the iron is hot. Do not bypass good planning, but also don’t delay. If you have seen huge potential ahead of everybody else, then capitalize on that great opportunity for your business. If you successfully rebrand, you may reach a wider market, expand on your products and services, and even pioneer some innovation.
No longer a fresh face
There are so many aspects of branding, but one of the most important pillars is design. We live in the design age. The reality is that most buyers primarily focus on design before functionality. If you have good design, you already have one hand on the prize. Design is probably the best leverage that businesses can make use of. Make sure that the visual aspect of your rebranding is crafted to perfection. Always be on the hunt for great graphic content. Never forget to post great photographs in your Facebook, Instagram, Twitter sites. Update your profile pics regularly with different eye catching visuals.
Leaving the past behind
Getting away from past experiences of negative publicity is one of the heaviest grounds for rebranding. The social media world is the new “word-of-mouth”. Just as quickly as positive word travels, so do negative reviews. Always keep a close watch on your online reputation. Be careful with what you post and comment on your revamped image.
A new venture
If your business is expanding and is going into new ventures then a rebrand is inevitable. Inform your market of new products or services that are available. If you have protected your brand, then it is likely that you can carry over followers to your new direction.
New market landscape
In business the most important role is the buyer’s. That is why when rebranding make sure to build your new mission and vision around you target market’s sensibilities. Find the balance between your identity and satisfying your customer’s preferences. When the landscape of their preferences, needs and wants have changed, rebrand according to it.
There is much to consider before rebranding, but with due diligence and a passion for your industry, a successful rebrand is achievable. But, don’t cut corners, make sure that you gain more benefits than disadvantages when rebranding.