Rebranding: How to do it correctly and effectively Part 1
When larvae finally
blossom out of its cocoon as a butterfly, a new and beautiful life awaits. An
entire creature has been reborn. A new look. A new vision. New goals. New
perspectives.
This is similar to the
process of rebranding. It is a procedure that a corporation undertakes to
change its overall image. It is a strategy of giving either a new name, symbol, or design for an already existing brand. The whole idea is to give further
value to clients and distinguishing themselves from competitors.
How?
Understand your vision,
your mission, and your values so as to realign yourselves and get ahead of the
line and be trendsetters. Rebranding is very relevant when you want to increase
market share and achieve new targets whilst satisfying the already existing
clientele. Here are some points to use when rebranding:
v The new strategy must complement the
current implementation. You must be certain that there is a seamless transition
from the current plan to the new vision without major hiccups if any.
v
Put
into careful perspective your audience, market, and competition. You must take
note and forecast how the changes being made will affect your audience and
current market and also how your competition is behaving. These changes must
give you an edge over everyone.
v
Collaborate
with your current team for a united force going forward. Open communication is
key from the time the idea of rebranding is birthed to the time of execution.
Involve your partners, your employees, and even external associates. This helps
to avoid missed appreciation and internal conflict.
v Be very sure to manage every step of
the process carefully and meticulously. Rebranding is a joyful exercise when
done correctly. However, when one thing is omitted, it could prove to be a
nightmare instead of a blessing. A slight mistake could cost you your
reputation and future business.
What to do:
Here are four concise
steps that you should take when rebranding. These are highly recommended by
experts in marketing and brand consolidation.
1. Define how you want to be perceived.
This is important as a new look should
complement the current strategy and also improve greatly on how your audience
and the market already views your company brand.
2. Organize and reshape your business
based on the promise you made.
Again, this point is emphasized to highlight
the importance of your mission statement and why you do what you do. When you
took off into the sea of business, you had a mission and clear values. Continue
to deliver on the promise you made. Keep adding value to your clients and to
the market at large. This is your why
after all.
3. Communicate your promise.
The most important quality in all relationships
is TRUST. There is no good
relationship where there is no trust. And there is no trust where there is poor
communication. Deliver your message clearly just as when you began. Make sure
the channels for reaching out are well labeled and accessible. Reach out and
keep your audience updated with all the relevant steps. Your strategy should
assure your audience that you are with them all the way. Communicate. Communicate. Communicate.
4.
Be
consistent.
This point cannot be emphasized enough. Stay in line with your work
ethic, your vision, and how you have been delivering. Go out of your way to make
sure your audience perceives you the same. If anything, make further
improvements as to the standard of the delivery of your service. Rebranding
should give an assurance that you are still the same, but only stronger and
better.
Look out for the
second part of this series on rebranding. Please share your thoughts in the
comments section and we will be sure to respond in the discussions.
Chalton V. Moyo
Digital Marketer and
Blogger
Cheerful and Sporty.
