Rebranding is a journey that many companies take at some point. This journey does not have to happen alone; there are resources available to help you along the way. The most essential resources, though, will come from within your team and yourself. Today, we’re going to explore how to rebrand your business successfully!
Building a brand identity
Your company’s industry changes over time. This means that your brand will also need to change with it.
Keep an eye on what’s going on in your industry, stay up to date with emerging trends, and check out other companies in the industry. Try to stick with a core idea about what makes your company different from others.
Keep asking questions until you focus your company’s message on one key element that will make people remember it long after using your product or service. If you’re having a hard time focusing on a central element, try using the acronym SMART to help guide your decision-making process.
SMART stands for:
Specific – Make sure that everything you do uses this unique aspect of what makes your company different.
Measurable – Confirm you can measure this unique aspect and show the results of your efforts.
Achievable – You want to inspire people, not overwhelm them or come off as unattainable.
Relevant – Ensure that you’re always delivering on your aim of improving customers’ lives.
Timeliness – Focus on the right aspects at the right times for each specific audience.
This branding process can be difficult, but it’s easier if you start with SMART goals that are measurable and achievable. Make sure you have this foundation in place before moving on to the other concepts in this article.
For your business, scoping your rebrand
Next, scope your rebranding efforts. That means you are defining the limits of what will or will not be included in the new brand identity. You need to set a clear roadmap for where the business is going and how far you’re willing to go with the process.
Once the roadmap is in place, it’s time to figure out the best way to measure success. This becomes a very important part of building trust with customers and keeping you from going overboard with this action.
You’ll also be able to set numerical targets and benchmarks out of the gate, which will give you a good idea of when you need to make revisions or if something isn’t working. This is an iterative process, so expect it to take some time to get right.
Making your brand strategy
The next step is determining your brand strategy. This means you are figuring out where your company exists in the marketplace and how people perceive it compared to competitors. You’ll also want to come up with a few different ways of talking about and delivering your message.
Make sure that your branding is inclusive of your business history and any changes you plan to make moving forward. If you’re distancing yourself from the things that have made your company successful up until this point, you will lose customers who supported you in the past. Use phone appending services to update your current database and inform them of the exciting rebrand to keep them on your side.
Using your new brand identity
Once you have all of these pieces in place, it’s time to do a trial run. Put together your new materials and products and see what you get in return from customers and clients. Make small changes if necessary and continue this process until everything is right.
Remember, a big part of this branding process is building trust with customers. If they don’t trust that you’re going to follow through and deliver a high-quality product, you won’t get a second chance to gain their trust.
A few last words on rebranding your business
This is the main reason why you need to have a plan going in and continuously monitor your progress throughout rebranding efforts. You want to keep moving forward even if there are setbacks or mistakes. But, most of all, you want everyone who is supporting your company to know what you’re doing and where you’re going!