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Why does a company or organization need a brand change?
Rebranding is a process by which a company or organization changes its name, logo, identity and image.
There are many reasons why a company may opt for a brand change. A brand may have become obsolete and no longer accurately represents the purpose or values of the company. Or, there may be a change of ownership and the new leaders want to put their stamp on the organization.
Brand change can be an opportunity to update and update a company’s image, making it more relevant and appealing to consumers. It can also be an opportunity to launch a new brand strategy that better aligns with the company’s goals and objectives. Brand change can help a company or organization stay competitive and relevant in today’s ever-changing market.
Related: Does your company’s image need an update? What to do when it’s time to change brands
What to consider before changing the brand
Changing the brand of your business is no small task. It requires a significant amount of planning, strategy and research. However, done correctly, it can add value, market share and customer involvement. Brand change can be a way to indicate to investors that you are seriously concerned about growth or to address negative associations with your current brand. Brand change can also help you stand out from your competitors.
It can also be a way to approach new markets or change the way your customers interact with your product. However, changing your brand is not a decision that should be taken lightly: it can be costly and time consuming, and there is always the risk that the new brand will not resonate with your target audience. As such, it is essential to consult with brand experts and conduct a thorough market research before changing the brand. Only by planning and executing a new branding strategy carefully will you be able to maximize the benefits of branding change for your business.
To successfully brand your business, you need to thoroughly analyze your current brand. This will include an assessment of your brand identity, brand value, and brand positioning. Once you have a clear understanding of your existing brand, you can begin to develop a new brand strategy. This strategy should be based on your goals, target market and unique selling proposition.
Once you’ve developed a detailed branding strategy, you can implement the changes. This process will require developing new marketing materials, a redesign of the website and even a new logo. Changing your business brand is a complicated and time-consuming process, but if done correctly, it can be efficient in differentiating you from your competitors.
Related: the 8 rules to follow to change the brand of your company (infographic)
What to do and not to make the brand change
Think about long-term brand change. Avoid new names, titles, copies, and other branding items that will one day become obsolete or not the main business. Calling with the future in mind can save you the hassle of another brand change effort in the future. Similarly, consider how the brand could evolve and incorporate flexibility into the design. A well-thought-out branding strategy will help ensure that a brand-changing effort is successful today and tomorrow.
If not done correctly, a brand change can cause a brand fracture, where old items from your previous brand start to be reintroduced or your brand becomes inconsistent. This is why stopping the brand fracture is essential right after a brand change. The faster you can incorporate everyone with the new look, the easier it will be to stay consistent in the future. If you take decisive action and pay attention to the application of the new standards, you can avoid breaking the brand and keeping the brand change on track.
Related: Facebook’s brand change to put back the much-needed focus on creating the metavers
Maintain consistency in purpose and message
The brand strategy must include a clear purpose and message for the brand change and a plan to consistently communicate the new brand to the key audience. Once the purpose is clear, it is also essential to ensure that the message is consistent across all points of contact. The last thing you want is for your customers to be confused about your brand. A successful brand change will have a clear purpose and a consistent message that resonates with the target audience.
In addition, the brand strategy should identify the customer’s travel experience and how the brand change will turn customers into advocates for the company. By following these steps, you can ensure that your brand change is successful and builds long-term brand value.
Related: When to consider a brand change (and how to do it right)
Communicate and maintain trust with your customers
Brand change can be a massive undertaking for any business, large or small. It can be daunting and costly, but it can also give new life to a business efficiently. When done right, a brand change can help attract new customers and strengthen existing relationships. However, it can alienate customers and damage your end result when done wrong. That’s why it’s so important to communicate with your customers throughout the brand change process, letting them know what changes are happening and why they should maintain confidence in your business.
After all, your customers are the soul of your business, and without them, you would not be in business. So don’t underestimate the importance of keeping them up to date during a brand change. It could mean the difference between success and failure.
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