8 Things You Need to Know Before Your Company Rebrand

7th November 2017

Ask a marketing manager or business owner, and they might see a company rebrand as a necessity; something which can be challenging and time consuming, but is ultimately required for future success. While there is no doubt that a rebrand can be demanding, it should also be seen as an exciting time. This is your chance to reposition your product or service, and redefine yourself in the eyes of the customer.

So what are the essential considerations ahead of a company rebrand? In this guide, we pick out eight:

1. What is your purpose?

A rebrand certainly shouldn’t be based on a hunch. There should be a clear purpose for the rebrand which ties in with the long term plans of your business. Set out the objectives which you wish to achieve as a result of the rebrand. Make the process accountable, rather than ‘a shot in the dark’ – this will allow you to measure your progress.

2. It’s not all in the name

A rebrand has a lot more to it than simply changing your company name and logo. It marks a shift in strategy, in the way in which products and services and presented and packaged, and in many cases, a change in the target audience which you are aiming for.

3. Fail to prepare, prepare to fail

The old adage certainly rings true when it comes to a company rebrand. Some of the best rebrands follow a process which conducts wide ranging customer research which seeks to pinpoint how your brand is currently perceived, and how potential changes could impact on your target audience.

4. Shout from the rooftops!

A rebrand is unlikely to achieve your objectives if nobody knows about it. When you go public, do it with a bang. You might wish to hold an event to celebrate your rebranding; run a media campaign which connects with key influencers; or advertise your new brand on platforms which will connect to your target audience. It is all about spreading awareness.

5. The story of your rebrand is important

You shouldn’t be afraid to tell the story of your customers and potential customers. Why you have rebranded; what the development represents in your company life story; what will change and what will stay the same. Remember that your customers are part of your brand journey.

6. It pays to be ahead of the game internally

While the surprise element can pay dividends when it comes to the public side of your rebrand, internally, it helps if your team knows well in advance. Planning ahead internally makes the transition as seamless as possible, both ‘back of house’ and from a customer facing point of view.

7. Buy in from your team matters

If you aren’t fully behind your rebrand as a company, how can you expect customers to be convinced? It can help to make your team an important part of the rebrand process. At the end of the process, even if some staff members felt the rebrand could have taken a different direction, it’s important that they are fully committed to making it work.

8. You should notify your partners and vendors

Did you go big on marketing your old brand? If so, that old name and logo is likely to be prominent in a stack of marketing material, both on and offline. As well as removing any old branding under your control, you should also notify partners and vendors in advance of the rebrand, so that they can update their output in line with your new brand.

Those are just eight tips for a company rebrand. If you need a helping hand with a new direction for your brand ahead of 2018, talk to Brand51 today on 0117 261 5151.



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