The Path to Successfully Rebranding a Company
Posted on November 3, 2014 at 16:20
Companies on a regular basis decide to rebrand themselves for a laundry list of reasons. Among the most common reason to go through the process is that the company has grown. Overtime companies will grow out of their original image or message forcing them to take a second look at themselves. Other companies rebrand themselves simply to stay ahead of the competition and keep their customers attention. No matter why a company decides to rebrand themselves they need to make sure to do it properly or it will end in disaster.
The path to a successful change isn’t as difficult as it might sound at first. In fact there are only a few simple guidelines that every company should follow to properly rebrand themselves. The most important thing to keep in mind when going into the rebranding process is the reason you’ve decided to do it. It is important to know why you are wanting to change your brand in order to understand what it is your wanting to achieve from it. Part of that process will be deciding if you want to rebrand your entire company or simply one product. One of the best ways to make that decision is feedback from your customers.
Today it is easier than ever for companies to interact with their customer base. Social media is an excellent way to gauge how customers feel about your message and products. Social media also allows you to see what your competitors are doing and how their message is being perceived. Use everything you can to gather information on what your customers are looking for to decide on a rebranding plan that is in line with their desires. As important as it is to listen to your customers you also need to keep your company relevant.
Even if your current branding is successful it doesn’t mean that it will stay that way forever. In today’s market customer desires change on a regular basis. That means that companies have to constantly reevaluate themselves to stay current with or risk being overrun by competitors. Taking time to look at the market demographics on a regular basis can also give clues about what direction customers desires are headed in. Giving you time to get ahead of the rebranding process by slowly pushing yourself in that direction. At that point all a company has to worry about is developing a creative plan to rebrand themselves.
Creativity is a vital part of the rebranding process and the last piece of the puzzle that needs to be taken into consideration. Using everything they have learned from their customer base and surveys of competitors will be a great help in developing a creative new brand. A creative brand will set you apart from the competition while also grabbing the attention customers. It is the culmination of everything you have gathered during the rebranding process.