A Fresh Look and Feel: Successful Rebranding for Your Business

Picture of Gina Blitstein Gina Blitstein combines her insight as a fellow small business owner with her strong communication skills, exploring topics that enhance your business efforts. That first-hand knowledge, matched with an insatiable curiosity to know more about just about anything, makes her a well-rounded writer with a sincere desire to engage and inform.

A Fresh Look and Feel: Successful Rebranding for Your Business

When you operate a business for many years, there’s a strong chance that at some point, your original brand will cease to accurately represent the company. This can happen for a number of reasons, including:

  1. a change in your offerings
  2. your company image is outdated
  3. a bad reputation from which you want to distance yourself

When one of these situations becomes apparent, a rebrand may be in order to freshen your image, help your business evolve and bring it back into relevance and/or favor. Rebranding is a big, complex, multi-part process so it’s not something to be undertaken lightly. It can involve changes to everything from your logo to your company mission and attitude, marketing voice and message to packaging, It’s best to approach rebranding with a solid plan that follows these guidelines into consideration:

Do your research. Don’t throw your whole company identity away! There are probably many positive elements to your existing brand that you’ll want to retain. Examples of those would be a long and successful history, a reputation for strong customer service or a particularly recognizable logo. Changing everything could prove confusing to existing customers and cause them to lose recognition of or confidence in your brand. As for the parts that no longer represent your business or leave a bad taste in customers’ mouths - kick them to the curb! In most instances though, rebranding retains at least a whisper of the original business’ identity.

Make a plan. As an example, say the goal of your rebrand is to expand your offerings’ appeal to a younger demographic. In this case, you’ll want to focus your approach on updated visual images and verbiage. Offer products and services to which a younger clientele will be attracted. Advertising should take place on channels where your preferred customers spend their time and in formats they relate to. You certainly don’t want to alienate older customers, so while you’re increasing your reach to the younger set, remember to retain considerable appeal to them.

Get your team on board. Be aware that a rebrand takes place both internally and externally. In fact, sometimes it takes place within a business before it becomes apparent to the public. In cases where a rebrand involves a whole new company identity or a significant shift in attitude, those internal shifts - and any associated training - may happen significantly earlier in the game than customers are aware. Regardless of the internal vs external timing of your rebrand, be sure that everyone in your organization has been fully briefed on its goal and the ways in which it is being implemented so they can be completely on board with all changes that the rebrand will entail. The more completely employees comprehend and embrace the rebranding, the more seamless the transition will be for them and for customers.

Implement your rollout. Most rebrands have the luxury of rolling out gradually with incremental changes in both message and appearance. It would be wise to set a period of time for the transition to take place to make certain it happens slowly enough for the new elements to recognized and accepted but quickly enough that your brand continuity is retained. With marketing as well, a gradual rollout of fresh ads will help customers recognize it’s still you sporting a fresh approach to reaching them.

Onward and upward! Once you’ve committed to your rebranding, go at it full steam ahead! Make certain old logos, color schemes - or attitudes for that matter - don’t crop up unexpectedly. Get rid of any remnants of the old so that they won’t accidentally be used, muddying your new brand’s impact. It’s that consistency that will build recognition of and trust in your refreshed company image.

Your brand is your business’ identity. Ideally, it accurately reflects what your business is and stands for. Keep yours updated to let customers easily understand what your business offers and to whom.

Is your business in need of rebranding?

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