Rebranding: Part II – Why rebrand at all

 

 

Rebranding: Part 2  -  Why Do it at all…?

In the previous article we touched a lot on how best a company can go about their plan to rebrand. It was highlighted that the strategy must:

          i.            Compliment the current plan,

        ii.            It must take into careful perspective your audience, market and competition,

      iii.            Have an inclusive approach with your team and

      iv.            Be sure to manage every step of the process.

We also touched on what to do when executing this process. Define how you want to be seen. Organize and reshape your business based on the promise you made. Communicate your promise. Last, though not least, be consistent.

 

Keys to rebranding

HEC Paris Professor Jean-Noel Kapferer an expert in brand identity and brand management observed the following 6 characteristics of a brand:

Physical aspect – this incorporates things like your logo and colours that come to  mind in the eyes of a consumer

·         Brand personality – This is what you stand for and believe. The ethics and values held high by your brand that consumers identify with

·         Brand relationships – This is how your brand and consumers communicate with each other.

·         Brand philosophy -  This relates your brands culture, guiding principles and values

·         Customer self-image ­– This shows how your brands customers view themselves when using or being identified with your brand.

·         Customer reflection – How customers think and echo with your brand.

Keep these six key characteristics in mind and delve into your brand.

 

Why Rebrand?

Now we are going to discuss the big question, WHY? Why go through the strain? Why, as it may seem, pull yourself back on business when you were operating ‘just fine?’ Why take the risk of losing an already established client base?

These are all relevant questions and for sure you must have solid answers for them in order to proceed and entertain any hope of pulling off a successful rebranding campaign. Let us go through some of the answers so that you may be able to justify even in your businesses core the necessity to rebrand when it is time.

 

Answers to pertinent questions

Companies, like fashion, go through phases. When an era comes to an end a new one is birthed. With this birth comes perhaps a new way and outlook. It is therefore necessary to look out for any so called ‘hardship’ that may come along. I say ‘may’ because during the decision making to rebrand, you will have perceived all possible outcomes and chosen the best strategy. The key is to take steps that will make people that matter to your business the most think of you in the best way possible. The only way is up from there on.

 

Question:

I am considering a new market?

 

Answer:

You surely can rebrand when you are breaking new ground, or diving into new waters as they say. After having satisfied and your market and received enough data to encourage brand growth, a new look could assist new clients notice you. In relation to the above keys, remember to carry on your identity despite the ‘fresh paint’. Your faithful ‘day ones’ are still part of your brands existence.

 

Question:

I have added a skill to my portfolio?

 

 

Answer:

Having been in business and giving your clients top notch service is very commendable. They know who you are and what you without a doubt. Being a master of industry, you have innovated a new service or product. It is also a good idea to customize your brand and vision to embrace this new change and expansion in service. Rebranding at this stage will show your customers not only that you are growing but also assure them that quality is your core and wish to add even more value to their lives.

            You can rebrand also when you feel the need to take your brand to the next level. A company that is always looking to get ahead whilst staying fresh is very attractive to potential clients. It keeps the loyal customers excited and proud to be associated with you.  

 

Question:

I am struggling to describe my brand?

 

Answer:

Well, well, well. Isn’t this a conundrum! You probably have been operational for years and have enjoyed certain success. As the years went along and competition kept showing up and new ways of life being discovered, you most likely may have, even subconsciously, redefined yourself. Having never put this in writing or graphic, you definitely would struggle to explain what you do now. You would rebrand at this stage to refine your vision and engage your customers anew with brand new goals and an updated interface. It is very important to always keep in your own mind and that of your audience what you are here and what it is exactly that you do.

            This scenario can also happen when new players step in the scene and are hitting the ground running. This could make you look outdated which in turn could confuse your why and your USP (unique selling point). Rebranding can help you clearly outline and reaffirm your position whilst showing your customers that you are not one stuck in the past. Visuals are very important to your brand identity. Employ a professional and experienced graphic designer or agency that can translate your vision into the right logo and colours, perfect for your endeavours.

 

 

Question:

Can my return on investment (ROI) improve?

 

Answer:

One other reason and probably higher up in the importance chart is the profitability of your brand. Rebranding is a way to communicate anew your vision to your clients. A fresh new logo, colours and goals brings forth new advertising ideas and helps your marketing team generate new and more innovative content. Your investment will, when done right with everything in cognisance, turn into bigger returns. In this information and innovation age, customers pay more attention to brands that are continuously growing and trying new things in line with their overall goal and how all that helps them.

So when you go out, just as when you first started out, go big or go home. There is absolutely no sense in modesty in business. When you hold back, know that you are holding back on innovation, on progress, on real connections with your audience and most of all you are missing out on profitability, which is the main reason why you do what you do.

 

In hindsight

So why really can you consider rebranding? The points above highlighted different stages and circumstances that inspire rebranding. There are many more situations and answers that can call about a change. The ideas shared above serve to give you an idea of why it is important to consider rebranding. The last thing we wish for you is to fall out of business and shut up shop. When you started off, you had a game plan and methodically you put your pieces in order and established yourself in your niche.

                               

When you rebrand the system is the same. Develop guidelines for implementing the brand strategy. Communicate this strategy to your employers, your executive, your audience and yourself. Rebranding helps your company move to the next stage and unlock new potential. Rebranding is not a bad idea at all. Go about it the right way and realise some happy returns with your new coat of shiny colours.

 

Chalton V. Moyo

Digital Marketer and Blogger. Cheerful and Sporty. Serious about being jovial.