Branding is one of the most powerful tool businesses to connect with their target audience, to be able to be recognised by audiences through the use of fonts, colours styles etc for a brand recall.
Sometimes, it becomes essential for an organisation to rebrand themselves due to brand takeover, a merger, expansion into new markets or simply because that the business has evolved to a very different one to what it was 10 or 20 years ago. (Case in point: Airtel, more recently Zomato etc.)
There is no doubt that rebranding a company can be a huge task, but the results can be very rewarding.
If you are looking to re-brand your company while ensuring success, there are simple steps that you can follow.
This article lists below the rebranding checklist of ten simple steps that can lead to a successful rebrand.
1. Identify why rebranding is essential.
There could be many reasons why a brand may choose to rebrand themselves and it is imperative to identify that reason, which would help in positioning your message to your target audience.
You should be able to answer the following questions:
- Are you trying to enter a new market?
- Are you trying to introduce new values or vision to your organisation?
- Are you too similar your competition?
- Is your brand not in sync with the current trends in the market?
Once you have been able to enlist the reason for the rebranding effort, it would aid in seamless process and strategizing.
2. Formulating a Plan
- A plan would help in creating a timeline and also in specifying milestones that need to be accomplished to rebrand properly.
- Would your rebranding effort mean just tweaking the colour of the existing logo, or change the logo altogether or complete rebrand of organisation to project a new way of functioning.
- All of these points should be considered in the plan that would aid in budgeting and avoiding rude shocks during the rebranding process.
3. Simplify the rebranding strategy and outcome
- Some organisations fall prey to complicating the rebranding process that confuses both old and new customer base.
- It is important that your customers understand the need for rebranding and what new you are bringing on to the table to help them serve better
- Hence to be able to explain your brand to someone in less than a minute is the ideal situation and simple communication is vital.
- The simplicity in brand communication aids in developing brand loyalty
4. Market Feedback and Research
- Market research and feedback can be time consuming BUT it will be a very important aspect for a long run brand value.
- You can utilise surveys, group interviews, qualitative and quantitative methodologies to gain your market feedback expect to gain a sense of what people think of your new initiatives and what would they feel wit your new brand.
5. Know what needs to be changed
- Rebranding doesn’t always mean complete change, it could also incorporate bits that need replacing.
- You should be able to identify the areas of your brand that no longer communicate with your audience or the areas that have become stale.
- If there is an aspect that does work well, do not try to change that, as could end up with wasting time and efforts and ofcourse money.
- DO NOT upset your current loyal customers to gain new ones by rebranding the bits that have worked for you and are still creating brand value.
6. Competition Analysis
- You should compare your brand to that of your competitors to see what stands out, what needs changing in your market.
- If your brand is similar to your competitor, you should aim to change that and also take on the opportunity for Differentiation.
- Remember, branding is also one of the pillars of differentiation and gaining competitive advantage.
7. Think for the future
- For businesses to be remembered for a long duration, you need to think about your brands relevance in the long run.
- Refreshing your brand and thinking ahead for future and always keep you ahead of your competition and allow you to stay ahead in the game.
8. Brand Promotion
- Your rebranding or branding effort will remain futile if you are not communicating effectively about it.
- You should seek aid from your employees or colleagues to make the first step towards communicating your rebranding effort.
- You would need to ensure that they themselves are excited about the rebranding and what does the new identity stand for.
- Utilise email campaigns, social media, videos etc to propagate the change
By grasping the points from these checklist, your re-branding or even branding process can be successfully implemented.