We will all grow and change over time … so why not? Whether it’s selling new products or updating icons, rebranding will keep the company current and remind customers that, yes, they are still in business.
But rebranding should not be taken lightly. Not only does this require time and money, but if you do not achieve your goals, your company reputation will also be threatened. So below, we will explain what you need to know about rebranding: what it is, when it is right, and how to do it in six steps.
1. Take a rebranding
Once you have decided that it is time to rename, update, partially or completely, your first step is to bring in a team of registrars. Vendors, producers, copywriters, PR-seekers of different ideas to ensure that everything is covered in the basics just like creating a brand new basketball letterhead.
The big debate here is whether to hire in-house staff or outsource work from staff or volunteers. Similarly, no one knows your brand better than the room staff, but on the other hand, maybe the outside idea is just what you want to get started.
2. Evaluate what works and what doesn’t
The first task of the rebranding team is to identify the problem. You will need to review all aspects of your current brand plan to determine what will be available and what will happen next.
To help you keep track of, here is a list of key points you want to put under the microscope. How does your brand work in each region?
- Company Name
- Brand name
- Logo
- slogan
- Color scheme
- Typeface
- Advertising
- The presence of social media
- Partners and partners (e.g., actors)
- Creative content
- Type of voice
- Web Design
- Application configuration
- In-store decor
- Emotional interactions (taste, smell, sound, etc.)
Your first step should be to check your sales and marketing data. Your past customer data should expose the strengths and weaknesses of your current brand. What is one of your current brand’s top goals? How do you like your brand the most? To attract a major goal, what part of the brand can you change?
Your internet data is another valuable resource, mainly your traffic, social media attention, and marketing campaign performance. Find the best channels for you and try to find out why. Is the language and content you publish, or the audience built into the channel relevant to your purpose?
After the initial survey, you should know exactly where to focus your efforts to rename your name. However, you should not rely solely on imagination and misery. For a successful renaming, you need to get input from people you like even if you are remaking an elite gaming logo.
3. Test your audience
After your first assessment, you will have some ideas and ideas on how to rename. However, instead of diving into the water, it is better to collect data immediately from the audience to correct these assumptions.
Contact your customers and get their feedback right away, like a user test for ocean logo ideas. The explanation is up to you; large companies can provide members with a focus group or similar media program, but smaller companies can still conduct online surveys or partition surveys to determine the details that need to be changed as well as the team. If your budget is tight, you can ask your friends and family for their opinions — as long as they belong to your audience.
Do you not know who your audience is? Part of rebranding can be to identify the most profitable market for your business. This can be a good time to do some individual testing to see which customers like your product or service best. Your brand decisions will be built around … no matter who they are.
4. Check out your competitors
For branding and rebranding, it will be useful for you to understand what your competitors are doing and adjust your strategy accordingly. It’s not enough to create a comprehensive plan for your audience, and you have to consider what your competitors are doing and how to work with them.
Examining the brand strategy of competitors can reveal good ideas to imitate and negative ideas to avoid. You can see how their brand decisions work, including room for improvement. For example, if you find that many brands in your company use blue, you can follow it and get the same benefits, or apply a new color with bold confidence.
By looking at competitors, you can gain a lot of insight, from pricing to their advertising budget. For brands with a strong business budget, this is twice as good – you can see the results of your competitors ’advertising spending, not your own results. You may not use everything you learn, but it is best to at least know how your decision will affect your business situation, not just what customers think about you.
5. Refine your brand attitude and core values
By now, you understand what needs to change, what your customers want, and what your competitors are doing. With this, you can start building your new brand identity – but not without a plan.
Using what you have learned, what kind of brand will you be? What brand can satisfy your customers successfully and be successful in the competition? Consider the basics – your business type, target customers, marketing budget, branding products and value propositions – and find ways to include them all in your conversion.
It helps to treat your brand as a person. How do you feel about having a conversation at a party? Are they going to be funny, funny and quote pop culture, or are they going to be professionals and share business insights with wise politicians?
If you stick to this section, the exercise is to list 30 adjectives that describe your real brand, and then choose your favorite. You can integrate features such as “well done”, “cheap”, “quick” and “friendly” directly into brand decisions such as color, image design, and script.
From there, you can start your new story. If you are doing a complete rebranding, you can also update your brand statement as well as your brand value. As long as you have a good idea of the type of brand you want to create, you can move on.
6. Correct issues with the brand’s new direction
This is where you really get your hands on it. If you decide you need a new brand, please design it. If you decide to work with innovators, please find them.
This process benefits from a lot of meditation and collaboration, so don’t be afraid to take the time to think. Don’t forget everything you learned from the previous step – this is its purpose.
Go back to the previous checklist at any time to make sure you got everything right. Remember, you do not have to change everything, you just have to change the necessary content. Once you have got what you want and everyone believes in it, you are ready to make your rebrand public.
