Branding is more than just a buzzword. For businesses, it’s a key technique that plays a vital role in the company’s success and bottom line. The appropriate strategies build leverage and create an image that helps the public identify the brand as a major player in the industry. The right branding makes all the difference: It helps establish your name during the early stages, attract new customers, and draw interest throughout your tenure.
Over time, though, you might discover that your efforts aren’t as successful as they once were. That’s usually a sign that it’s time to regroup and consider some rebranding ideas to energize your company and breathe new life into your marketing strategies. Businesses change all the time, but it’s important not to deviate so strongly and abruptly from your existing brand that you scare off your existing customers and push away prospects. Learning how to rebrand is something of a fine art. Here’s what you need to know.
What Rebranding Actually Means
Rebranding is a strategy used to breathe new life into your business efforts. If your current methodology isn’t working, then it’s important to take a step back and examine where you might need to adjust things to improve your presence, both in your industry and before the public. It may include anything from a fresh logo and a new slogan to an entirely new website and companion marketing materials to inform your audience about the changes.
Why You May Want to Rebrand
There are no rules that apply to rebranding, but in general, most companies tend to make these changes when they detect that shifts in the industry might signal a turn for their profits and popularity. Maybe there’s a competing name out there that has achieved incredible success in a short period of time, or perhaps there’s another brand whose efforts are remarkably similar to your own. Maybe things just feel a little stale after years of performing in the same way — and you worry that your clients feel it too.
But rebranding doesn’t always have to happen because something is wrong. In some instances, making changes is a way to call attention to your brand from a fresh perspective. Think of it as a marketing and promotional strategy that can help draw more eyes to your product and generate more excitement and energy for what you deliver.
How to Rebrand Like a Pro
It may be daunting to even think about rebranding your business. Things are going “okay” — but “okay” should never be where you settle when you think about what you want for your company and the goals you hope to achieve. The first step is to really give it some serious thought. Put pen to paper and jot down a few ideas you have for the future of the brand. Are you committed to some specific changes? Make those paramount so that you have something concrete to work toward.
Then think about how this new vision differs from what you did in the past. This should be clear and direct so that it doesn’t confuse your existing clients. You don’t want to overwhelm or disappoint someone who is satisfied with your services, after all.
Once you’ve determined what you want to do, be firm in your commitment. You can’t go back once you change your social media accounts, for example, or you risk appearing unmanaged and disorganized to your audience. Share your new logo and website with the world. Just keep in mind that there are logistical factors to consider. If you changed your name, even in the slightest way, you need to notify all your vendors so that there are no breaks in service or financial concerns that develop after your rebranding is established.
Finally, be prepared to answer any questions customers might have after you introduce your new strategy! This is also the right time to think about why you’re rebranding. It will help you properly flesh out your business statements so that you can tackle your efforts in the most effective way possible. Remember that your rebranding efforts are something to celebrate!
From Weddings to Tech, our Zazzle Contributors are experts on a wide variety of topics and information. We hope their advice and ideas will help you be inspired!
