Sometimes it feels like re-branding is the new cool thing – a trendy, fad that companies dive into whenever they feel a little shaky about how their market is reacting to their services or products. But, re-branding is far from a fad. Re-branding is a tried and true marketing strategy that should only be used when sufficient research and analysis has been done by a company, showing them that their market(s) may be ready for a new iteration of their brand. Before you jump into a re-brand, consider whether your company can answer these 3 critical questions.
3 Questions to Consider:
1.How do our most valued clients or customers feel about our brand?
One of the most important considerations a company should make is to analyze how their most loyal, dedicated clients or customers will feel about a changed image or product or service offering. If there’s any doubt about how this critical group will feel or whether they will remain as devoted, a company may want to consider including them in their re-branding analysis. The last thing you want to do is alienate your strongest base, so include them in your decision-making process by identifying what’s most important to them, so you can align your re-brand appropriately.
2.What are we hoping to accomplish with our re-brand?
It’s vital to know why you’re re-branding your company before you start because it can impact the level of effort you’re going to put forth. For example, are you hoping to attract a new market segment with your re-brand? If so, you may need to consider how your messaging speaks to this new market throughout your multi-channel marketing efforts. On the other hand, if your re-brand is meant to broaden your product offerings to the same market segment(s), your messaging may need to simply accommodate updated product language. Knowing the goals for your re-brand will help isolate what you need to accomplish from a communications perspective – and, that will help you identify the cost and time required for your re-branding efforts.
3.How will we reinforce our re-brand throughout our marketing activities?
Once you’ve decided to move forward with a re-brand, it’s not enough to simply update your logo or messaging on social media, websites, or brochures. You need to think about how your company is going to communicate this new, changed brand in all aspects of your company’s marketing efforts. Will you incorporate new talking points into speaking engagements, educate new and existing clients through interview opportunities, or provide staff with consistent, key messages that reinforce your re-branded company’s priorities? You really need to spend some time thinking about how your leaders and employees will reinforce the re-brand or you risk inconsistent messaging, which can hinder the clarity of your brand.
Re-branding your company can be an exciting time filled with new opportunities, but it can also cost your team money, resources, and considerable brain power. So, before you launch your re-brand, consult with a knowledgeable marketing team who can work with you to address how you’ll create a seamless brand your clients and customers will understand.
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