Rebranding: The Whys and Wherefores

You don’t set out in business to rebrand, and the decision to do so, should never be taken lightly. Rebranding is usually done when a company has been in business for a long time and wants to update their look, amend their mission statement, or alternatively has evolved into something quite different altogether.

Why are you rebranding?

If you are planning to rebrand, what are your motivations? Understanding the reasons behind your decisions will help you craft a better brand statement that will stand the test of time. It is more than a case of just changing your logo. It will mean that you have to amend any online and offline presence, update your website and social media, and let everyone know of the rebrand which is on the horizon via your marketing channels.

If your reasoning is insufficient to warrant a rebrand, then you may need to consider whether making a change can do your business more harm than good. It can be a costly process, and you may lose customers in the process if you don’t prepare sufficiently for the changes to come.

What is your strategy?

Your rebrand needs to come with a clear strategy that reassures your customer’s demands at every level. Consider how the rebrand will be implemented. How will it be done? Who is responsible for the design of the new logo and colours, and who will update the necessary information accordingly? Go through each area of your organisation that will be affected by the rebrand and work out how you will tackle it. Will you use an in-house source, do it yourself or hire someone to help with the change?

If your customers don’t realise the whys behind the rebrand, then they may doubt your professionalism. Be very clear in your communication and be willing to answer any questions as and when they are presented to you. Keep the dialogue simple and straightforward and anticipate any concerns or issues where possible. Your customers will want to know that you offer the same old-fashioned quality service even if you do have a new name or new look.

Make it a marketing matter

While you should never rebrand just to create a new marketing angle, publicising the fact that you are rebranding can bring in new customers if done right. Tap into all forms of media including press releases, media contacts, social media, advertorials – whatever works for your type of business. A rebrand can ultimately bring in new traffic and most importantly, new customers.

By being 100% clear of the internal goings-on, your customers will understand that you don’t intend dropping the ball on any aspects of the service you offer. Your aim is to grow the company and better serve your customers – so you may need to do it in increments so your existing customers are not affected in any way. The marketing will be a comfort to your current customers and will make everyone aware of the new look that is heading their way.

Celebrate the new look

Don’t forget to celebrate the official launch of your rebrand when you are ready. Publicise an event (either offline or offline) and make it the beginning of a new chapter for everyone. Update your blog and social media pages and let everyone join in the rebranding fun. No one wants to be left out of the celebrations! Reward those customers who have been with you for the long haul and get ready for bigger and better things to come.