In all aspects of life and work, there are times when change is needed. Many times in business, these changes come in the form of rebranding. Rebranding—or more recently, digital rebranding—may occur following an acquisition or a merger, the development of a new corporate vision, or to pivot away from a corporate error or damaged image.
Sometimes, rebranding is needed to revive a stale image or bring a brand into the 21st century. Whatever the reason behind your rebranding efforts to give your brand a facelift, here are five great ways to accomplish the task successfully.
Digital Rebranding Reasons
Here are the top reasons your company may need to consider rebranding:
- A merger brings a new blend of business, thus the need for a new identity. After a merger, company names may be combined, a new name created, or the more powerful of the two names kept.
- An acquisition occurs. Typically the name change/rebranding will occur leaning toward the company with the most reach.
- Your company has new leadership and that leadership brings a new vision or mission.
- Your brand image needs repair – due to inconsistent messaging, poor marketing, or bad choices.
- You want to expand your reach, grow your audience.
- Rebranding to stay relevant.
Five Ways to Successful Digital Rebranding
If any of these sound familiar to you, then your company may need to consider the development of a rebranding strategy. The process begins with a determination of whether you need to start with what you have, or begin afresh with a completely new design.
Rebranding is a complex decision that goes beyond a new look or a fresh logo. Your brand’s facelift should tell your target audience what you believe in, your mission, and so influence their feelings toward your brand. From start to finish, your rebranding should be well-thought out with a unique purpose, an execution strategy, and exceptional marketing.
Here are five tips to help you rebrand your business successfully:
Research and Analysis
The process starts in the research phase, where you reanalyze your brand. Determine your mission and values, along with your target audience. Research the market, as well as your competitors and partners.
Don’t overlook your employees in this process. Clearly defining all stakeholder’s needs can help you make the necessary assessments and gain greater understanding of your brand. Talk to employees, plan a focus group of existing and potential customers, evaluate your company’s relevance and what you need to do to regain relevance or remain relevant.
With the needed data, you can rebrand to improve your message, set your brand apart from the competition, and help your marketing/sales teams create the needed brand awareness.
Developing Brand Awareness
It starts with promotional materials, but goes further into branding updates on all digital channels and more – ensuring your brand resonates with your employees and your corporate culture as well as your target audience. You will want to begin with a revamped mission statement, and continue on as you redesign marketing materials, including your logo.
A digital logo redesign brings the bold impact needed to your rebranding. You’ll need to decide if you simply need a refreshed logo or a complete redesign and how your new design can impact your business as you move forward. Once your digital logo redesign is complete, you can move on to recreate your brand’s style as well as your website, app, social media, and more.
Get Customers Involved
As you begin the rebranding process, keep our customers informed as you cater to their needs and rebrand accordingly. While your brand facelift should attract new customers, you also want to keep your existing customers.
Always keep in mind their preferences and what made them loyal clients in the first place. This, of course, means maintaining the trust of your existing customers, while you create brand recognition and develop trust with new customers.
Show your customers where you stand, whether you have partnerships with well-companies, support charities or NGOs (non-governmental organizations), or sponsor community improvement efforts. Letting your customers know what you do “outside” of your business is an exceptional way to build trust and grow your customer base.
As you prepare to launch your “new” branding, prepare well. If your marketing efforts, press releases, social media messaging, and other promotions don’t deliver a clear message to your audience, you’ll simply create confusion.
Communicate your rebranding efforts clearly before any changes are made or promoted. Keep your message simple and clear.
Showcase Your Brand’s Facelift
Your rebranding should demonstrate positive changes for your company. Expand your brand’s appeal, grow your audience, and show off your progress as you take your business to the next level. Share your motivation with your audience, demonstrating where you’ve come from and where you want to go – as well as how your brand is making a difference in the community and beyond.
Exults Digital PR Is Ready to Help Your Business
Are you ready to develop your digital rebranding strategy? If the time has come to give your business’s brand a facelift, Digital PR powered by Exults is ready to help!