Rebrand your Business Without Losing your Customers
Written by: Taylor Mitchell
Change is exciting, but it can also be terrifying. Rebranding can be an exciting and terrifying pursuit that can rejuvenate your business and expand your reach. But how do you effectively change without betraying the loyalty of your current customers? How do you rebrand without losing the essence of your business? When contemplating a rebrand, it is important to plan, research and always communicate with your customers. Branding includes all elements of a business’ name, logo, tagline and overall design structure. The following tips will ensure that you can launch a successful rebrand without sacrificing your loyal consumer base.
Make Sure Your Rebrand Makes Sense
Before you begin planning for a rebrand, you should consider whether or not it is an appropriate decision for your business. Ask yourself, what is the purpose of rebranding? Are you looking to target a new demographic? Shift the perceptions regarding your brand? Reflect a major shift in your products or services? Whatever the reason, make sure that it makes sense in relation to your brand goals. While rebranding can be an exciting pursuit, it can also negatively impact your business when done for the wrong reasons.
Plan Plan Plan
Now that you’ve decided rebranding is the best possible decision for your brand, you can begin the planning process. Planning is key to any major change in your business. It is important to determine who will be in charge of this shift in your company. Will you be leveraging in house talent or outsourcing the design process? It is also important to define what your goals are in terms of messaging and brand values. All these elements will determine the direction of your branding and the overall look and feel of the final designs. Determining what didn’t work in your previous branding can also provide a helpful guideline for planning. Defining what your business has done and what your business plans to do in the future will make brand planning a much easier and effective process.
Stay True to Your Core Values
No matter how drastic the changes are to your brand, it is important to not lose sight of your business identity. There is a reason that your current customers are loyal to you and your brand. By retaining the core values of your business, customers will still feel connected to the new branding because it will feel familiar. It is important to note that even though you are going through a shift in your business does not mean you have to change every element. Times of change can be quite tumultuous so it can be helpful to have something constant to steady yourself and your planning.
Ask Your Employees and Customers What They Think
Once you have an idea for the direction of your rebrand, ask the opinions of those who mean the most to your business. Your employees and customers are the people that will find the best balance for your company. Rebranding should be something that your employees fully embrace and support. They are what make up the foundation of your brand. It is important to ensure employees are supportive of a change and more specifically the kind of change you plan on pursuing.
But don’t forget about your customers! Surveying and asking what your customers think is equally as important. You might see rebranding as an exciting opportunity to refresh your image but customers might see it as unnecessary. If your customers do not support the change you’re trying to make, it might be time to reconsider the choice. Why fix what isn’t broken?
You must remain transparent, open and upfront with your customers. Change is difficult and it is important that your audience has access to information. You may feel that keeping your rebrand under wraps will lend itself to a big flashy reveal. However, secrecy can sometimes feel like dishonesty to your customers. By being open about the changes occurring within your business, you can make the customer feel they are a part of the process. Showcase the design process on your social media, provide followers with behind-the-scenes access and ask them to vote on certain elements of your rebrand. By making your customers a part of the conversation and getting their input, they will be more willing to accept the changes occurring within your business.
What good is spending all that time and money on rebranding if no one knows about it? Be proud of your accomplishments and publicize your rebrand efforts. Leverage PR and earned media to expand your reach and pique the interest of new clients. Create new advertisements that reflect your new brand image. Spend time showing off your new look to build awareness and test to see what people’s reactions are to the change.
Now you are all set to start your rebrand! What are some helpful tips you’re going to follow to ensure your company’s rebranding is a success?