Sales are down. Your logo looks outdated. Competitors are stealing your market share…your brand seems out of touch. If any of these scenarios sound familiar, then perhaps it’s time to seriously consider a rebrand. But, there’s one problem—rebranding is scary.
The mere thought of rebranding sounds like a massive job. And one that’s completely overwhelming. Where do you start? What will your customers think? What if you fail?
These are all legitimate questions. And they’re all the more reason to think carefully about whether or not you should rebrand. But assuming it’s a necessary move for your business, how do you get started?
The rebranding process
Rebranding is all about communication. Anyone who interacts with your business should be aware of your rebrand. With that said, we recommend you get their feedback in the following order.
Customers – It’s worth asking this question again, are you sure a rebrand is necessary? If you’re still on the fence, ask your customers. Call them, email them, send them a survey, and just generally take their temperature about your brand as it is right now. Ask, what do they think and feel about your products or business? What would they like to see change? Of course, numbers speak louder than words. If all your customers say they’re happy with your brand but sales have been down for over a year, a rebrand may still be necessary.
Key stakeholders – Once you’ve decided a rebrand is necessary, it’s time to get your key stakeholders on board. The last thing you want is to start rebranding only to discover one of your directors is opposed to it. So talk with them beforehand. Get clear on the budget, timeline, objectives, changes in your brand’s positioning and how each stakeholder’s department will be affected.
Employees – In their interactions with clients, prospective customers and other staff members, your employees project your brand’s message. This is why it’s vital they understand why your brand is changing and the new message your company is communicating. How you explain this to employees will vary depending on your business size. But as rebranding is such an important change for your business, meeting in-person with your employees is highly recommended.
Customers, again – You’ve already gotten customer feedback on your rebrand, but now it’s time to let them know you’re moving forward. Give them a heads up. Whether it’s through newsletters, social media updates or blog posts, tell them your rebrand is happening in a few weeks. This ensures they’re not confused when you finally launch your new brand.
Once your new brand is released, ensure it’s communicated consistently on all channels. This means there should be no traces of your old logo or tagline hanging around in your email signature or social media profiles. A misstep like this not only confuses customers but also makes you appear disorganized, neither of which is good for business.