Brands over a while begin to look familiar. This will make them look and feel stale. To revive the luster there is a need to rebrand them differently. A rebrand is like a fresh coat of paint that will give the brand a new life and make the company look more updated.
A rebrand will require a new strategy and quality. This will make it feel like something fresh and new to the customer. If successfully crafted and implemented, it could earn their faithfulness and loyalty.
Towards this end, there is a need to consider the reasons for rebranding. It will address every concern and help ensure the successful re-launch of the brand.
TIPS TO RE-BRAND SUCCESSFULLY
Re-branding isn’t an easy task. It requires meticulous work that can be taxing. Here are some tips to make the whole process as simple as possible.
RECRUIT A SKILLED TEAM
Re-branding requires a fresh approach. To make it possible, a diverse team of varied skilled talents must be in place.
Such a team will bring different talents to the table and adopt a different approach. This will be a fresh start. It will result in new ideas, new theories, and new themes. Eventually, this will result in a new brand strategy culminating in winning over customers and cultivating their loyalty.
DO A THOROUGH EVALUATION
To rebrand successfully, you need to evaluate the current brand’s strengths and weaknesses. It will give you an estimate of what is working and what is not. And what can be changed about the brand to make it more appealing to the target audience.
The complete evaluation will involve auditing every aspect of the existing brand strategy to determine what should be retained and what not. It should cover areas like brand campaigns, social media presence, brand positioning, content creation touching upon slogan, color palette, and typography; logo and design; and sensual interactions including smells, sounds, tastes, etc.
STUDY TARGET-AUDIENCE
When you intend to rebrand, you need to study the target audience. Towards this end, they should be reached out to. This can be done either through online surveys or split tests. This will help in gathering their opinions, and determine what needs to be changed and how.
To give re-branding a new feel, you also need to identify a more lucrative market than the current one. This can be done by finding out which of your products or services attract the target audience in newer markets.
ANALYSE COMPETITORS
To stay ahead of the competition and make the complete re-branding process successful, it pays to find out what competitors are doing. This will involve analyzing their branding strategy. You will gain many insights, from price points to how they spend their money, and on what.
The insights gained will allow you to make informed decisions. Eventually, this will help in adopting the right strategy.
RETHINK BRAND PERSONALITY & CORE VALUES
A fresh approach will need a reassessment of your brand’s personality and core values.
Understanding what your competitors are doing, what needs to change, and what needs to be done will give you insights on what the target audience wants. These insights can be leveraged to rethink your brand personality and core values, and eventually a fresh approach
STAY CUSTOMER-CENTRIC
The spotlight should remain on customers. Know that customers will stay interested only because they need something. Make it happen by providing them with what they want.
Towards this end, train the customer service team to be more empathetic, make more interactions, and offer exceptional customer service. They should be encouraged to ask for feedback, take it seriously, and give what the customers want.
The whole idea is to personalize customer service and make it a better one. This, in turn, will ultimately win over clients’ approval, successfully hold their faithfulness, and earn their loyalty.
STAY PROACTIVE
Always stay proactive rather than wait for customers’ to let you know what they want. Staying abreast with the latest trends and happenings will let you know what the public’s aspirations are.
It will also allow you to admit mistakes before they find out about them. Try to get suggestions based on their anticipated needs. Then based on inputs gathered, rectify the mistakes in a way that panders to customers’ tastes.
You also need to reconsider essentials like business model, marketing budget, branding resources, and value points. Then find the appropriate way to align them properly for a successful re-branding exercise. Ultimately, re-branding should make your brand one that relates to the aspirations of your target audience.
To make your re-branding process successful, join hands with a credible Digital Marketing Agency. This will help you to get the services of a creative team best positioned to refocus your brand’s values and message.
CONCLUSION
Re-branding offers a great opportunity to redefine a company’s values – both internally and externally.
A more effective branding strategy will shape a positive public perception of your company. It will connect better with the target audience and help your company remain relevant in the marketplace.
