6 Elements to Consider for a Successful Rebranding Process
When you have a brand, or you’re working for one, there comes a season when you think about changing, or adapting what your brand stands for and how the customer sees it should change.
This rebranding process is a massive gradation for a firebrand and can perform or violate it.
We’ve seen a lot of successful rebrands like Tupperware, which skyrocketed the brand merely because of altering customer sensings through a change in ideologies and symbol awarenes.
Yes, you can change your branding strategies to make it work, or you can do a rebrand for your business.
But it’s essential to consider certain factors before you go ahead in the rebranding time, because if it is not planned and executed the right way, there is an opportunity do more mischief than good.
Let’s take a look at what you should keep in mind while scheming a rebrand.
6 points to consider for a successful rebranding process
Rebranding resonates exciting, but it also carries potential risks.
What if the customers don’t are addressed to your new brand identity? What if the rebrand takes away the ability and essence from your symbol? What if your rebrand doesn’t represent the impact you planned?
These are some thoughts that linger in your pate when you think about the downsides of a rebrand.
However, there are actions through which you can ensure that your rebrand is successful and harvests the research results you desire.
Let’s talk about the essential elements that facilitate make a rebrand successful and fruitful.
Reason behind rebranding
One of the most important aspects to consider before you start rebranding is to stress the’ why.’
Why do you want to do a rebrand?
This can be because you feel your brand is outdated, doesn’t relate to your public, extremely similar to a opponent, or probably because you just wanted to position it differently.
There can be multiple reasons why your need for a rebrand has put forward, but it’s essential to understand the’ why’ so you can draft an action plan which can rebrand your business in the way you propose it to be.
A rebrand can be significant to offer a new compas of products, expand your purchaser cornerstone if you’re reaching out to a new regulate of gathering, or to adjust better to your audience’s expectations.
Whatever your ground is, make sure it’s legitimate, and you understand it perfectly because this will help procreate your rebrand successful.
Target audience and entrant analysis
Through tactical reporting, you need to research if your target audience will concerning the rebrand you’re planning.
If you want to expand your patron cornerstone, you need to research your new specify of audiences and make customer personas to understand the kind of elements that should define your rebrand.
You likewise need to analyse your entrants to see if your rebrand concept is not similar to them.
The last thing you miss is your rebrand to align with your competitors.
The main aim is to give a distinct identity to your firebrand and add uniqueness with a core messaging that stands apart from your existing standards and processes.
This research is necessary to position yourself as a leader in a imparted grocery after you’re done with the rebranding.
Without this necessary research, your rebrand will fall apart so you cannot miss out on this.
Core messaging and imagination
Before you can start working on the new form of your symbol, you need to know who you are as a symbol and what you stand for.
Your core message needs to be crystal clear because that will guide your rebranding process.
It’s also essential to see if your earlier messaging and dream was working out for your symbol in terms of results, changeovers, and clients.
Here, analytics play a significant role without which you would be making assumptions in the air.
Ideally, if you crave your brand to have a strong presence that relays the specific objectives, it aims to convey, having a clear messaging and see for your label is extremely important.
This will determine your success in achieving your goals and ensuring your content which get from the brand’s name aligns with that messaging.
Your messaging should also be apparent to your crew members because if they don’t bring in that perception shift from the earlier messaging to the purposed one, your rebrand won’t be successful.
This core messaging is holy to surface brands because all their belief mainstays and patron gaiety storeys stand on it.
Timeline
You’ve related your is essential for a rebrand, but that’s not enough.
You need to get into the topic in-depth and schedule the scope of the brand rollout attached with realistic timelines.
These timelines are essential because, without this, your rebrand will have no end, and your squad will not know what to do when and how to proceed with the process.
A timeline prepares everything much more legit and time-sensitive, ensuring the rebrand occurs during the course of its proposed era and with a fair amount of preparation.
For this purpose, you can make a project plan which chooses each person’s role and when each task should be done.
These duties, across your rebrand’s physical and digital touchpoints, should have a definite timeline that should not be missed.
Having a programme will construct the execution smooth and timely.
Existing brand value and its impact on rebranding
A rebrand should positively impact your business, for which you need to put in careful and calculated campaigns, so you get the Return on Investment( ROI ).
For this, you need to analyse your existing brand standing and appraise while understanding what kind of impact a rebrand is going to have on your brand.
This is where data and analytics come in, making this one of the most crucial aspects of rebranding.
It would help if you had a strong rebranding strategy backed by research which shouldn’t be taken lightly.
If you don’t pay enough attention to this, and your rebranding process becomes clumsy, it could have detrimental effects on your brand.
Look at your brand achievements, determine how you got to that, discuss it with your unit, and try to understand what you’re headed for with lucidity so that your symbol price can be communicated in a better road through the rebrand.
Customer feelings
How your audience and clients suppose your label is crucial for business; it determines the impact of your brand appraise on others to the most accurate extent.
Once again, analysing what worked previously and the acces your audience supposed your brand can tell you how you should manage customer knowledge when you rebrand.
It’s important to remember that your rebrand will only be effective if your gathering reacts to it positively.
For this, you need to start focusing on what your purchasers expect and need from your firebrand rather than what you as a brand owned or purveyor think about it.
Your clients are your most significant assets, and to acquire them and ensure that they relate with the rebrand, you need to switch your mindset to that of a consumer.
Once you collecting information on your customer’s anticipations from your firebrand through a cross-examine or market research, you can guide your rebrand in an informed form to create a brand your clients desire.
Successful Rebranding Examples
Undeniably, rebranding is both advantageous and risky.
While you have read about the elements, you need to consider before “youre beginning” your rebranding process, here are some firebrands which hammered the game with their strategies and calculated risks.
Let’s look at what these labels did to have a successful and positive rebrand.
Dunkin’ Donuts
In 2019, Dunkin’ Donuts made away the word ‘Donuts’ from their brand name and attached to a single-word brand Dunkin’.
This was because their patrons knew the label was famous for doughnuts so much that they no longer needed’ donuts’ to accompany them.
Following a rebrand process, they converted their logo, pattern parcel, remodelled the places and the firebrand messaging across all publicizing and sell canals.
They had a successful rebrand along the lines of accurate customer feelings and came out as a modern firebrand which even, after a rebrand, poke to its beginnings and heritage.
Domino’s
Domino’s, the acclaimed pizza bond, was at a loss in 2009, but a successful rebrand absolutely turned the tables for them, and they were back in business for good after that.
In their rebrand, they focused on what clients didn’t like about their concoctions, thus, listening and serving the customers.
Walking down this path, they acquired the highest customer loyalty across pizza series.
They understood what was happening, analysed developments in the situation, and behaved on the negative vistums to serve the customers in ways they desired.
They also introduced chatbots and social media order-services to make it convenient for the customers to place orders.
Airbnb
In 2008, when Airbnb propelled as a stage for beings to register their belongings, it was pretty confusing on what’s being leased and, so the customer flow was negative.
Following this, they did a rebrand by changing their logo design, slotting, messaging, and identity.
Their brand-new icon in scarlet colour symbolises beings, neighbourhoods, adore, and Airbnb in a single condition of the letter’ A.’
Through this, they defined a clear brand that was understandable and approachable by their audience.
Lego
The notorious plaything company, operational for over 90 “years time”, was fastened with pay in 2003 because the children fell out of kindnes with their makes.
However, they did a rebrand and invested in what worked for them, and propelled apart everything which didn’t.
They also introduced many brand-new things like Lego-themed movies and stores which appealed to their primary target audience, children.
It was a significant shift that eye much turning of heads, and Lego was once again the beloved for children.
The brand too got the name of the’ Apple of Toys’ because of the emergence and esteem they viewed from children.
Burberry
Burberry was not facing a loss, but it was moving forward in an average manner, and something was missing from what they were doing before.
With a rebrand, they tried to focus more on telling their story, connected to an gathering, and turning manner not just as a means to wear clothes, but as a way of life.
They likewise started applying social media for communication and publicities, which obligated their brand even more relatable.
They were known for their’ Britishness’, and so they focused more on that by including British representations, actors, and workers in their promotional materials and offices.
They recognised what “the consumers ” needed and tried to reform their brand in a way which suited their requirement in the digital era.
Conclusion
Rebranding cannot be a spontaneous decision.
The brands which are talked about for their successful rebrands vested a great deal of time and try for a clearer understanding of their public, core messaging, firebrand importances, label sentiment, and vision to reform it in a way that proves effective and helps the purpose.
Your employment doesn’t terminate after you’re done with the rebrand, you too need to bring it to the audience through press releases, social media, collaborations, and more.
A rebrand has the potential to take your enterprises to brand-new statures, but if you don’t plan and proceed with it the right way, it can also ruin your public image, devastating all you had.
So, if you’re thinking about a rebrand, consider this as a checklist while ideating your process, so you know what kind of jeopardies you’re in for, and can even educate contingency plans for that.
Author Bio: Adela Belin is a content marketer and blogger at Writer Per Hour. She is passionate about sharing storeys with the hope to make a difference in people’s lives and contribute to their personal and professional growth. Find her on Twitter and LinkedIn.
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