There are many reasons for which a business might choose to rebrand. It could come down to image problems, merging with another company, or maybe just a desire for a new name. Regardless of the reason, rebranding is not something to be done lightly. A lot of things have to be changed and adjusted, and the result can be a real headache for those who aren’t prepared. However, this process doesn’t have to be such a pain. Let’s discuss a few tips that can help your rebranding go a lot smoother.
Start By Analyzing Your Reasons For A Rebrand
Before you can start enacting any positive steps, you need to think about why you are rebranding your company. Like any other plan, this one has to be tailored to the specific needs for which it was made. For instance, let’s say your company has been having some image problems. You will want to go with a more radical change to your brand in a case like that. If you are simply trying to “freshen things up” and renew customer interest, there is no need for the changes to be so sweeping and dramatic.
On the other hand, if you are rebranding because of a change in your business model, you will need to change a lot more than your name and logo. If you are going into a whole different sort of business, you definitely need to rethink everything. Of course, it’s not just a question of how far you should go. You also need to decide if outside experts are needed to guide the rebranding process.
Create A Rollout Schedule
Changes in policy and direction can create a lot of confusion. This confusion can affect people both inside and outside of your company. If customers are confused by a rebrand, they may simply take their business elsewhere. If employees are confused by your plan, it is unlikely to be rolled out effectively or efficiently.
One way to help prevent this confusion is through the use of a rollout schedule. Instead of trying to change everything at once, use an incremental approach. This makes it far easier for people to adapt. A publicly posted schedule will let people know in advance when they need to change their habits. For instance, if you have designed a new company logo, you can simply set a date for the change and let everyone know.
Take A Quick Look At Your Competitors
Have you ever copied someone else’s idea without meaning to do so? Chances are, you have.
After all, the human brain only has so much variation from one person to another. Besides, there are only so many appropriate options for any given industry, so it’s natural that things would overlap at times. When this happens, customers and competitors alike might think that you have plagiarized another company.
Since plagiarization can cause serious reputational damage (and legal damage as well), you should always take a quick look at your competitors before rebranding. Make sure that your new style isn’t too close to that of a direct competitor, or they may even be able to sue you. Not only will this force your company to go through the entire rebranding process again, but it will also damage your credibility with the public.
Consider Every Step Carefully
As they say, random actions tend to have random results. Thus, you should make sure that every aspect of your rebranding effort is based on reason and research. You especially have to watch out for this when you are simply trying to revitalize an old brand. It can be tempting to go with the first half-decent idea that comes your way, but that is not a good idea.
This is where you need to involve all the most intelligent and knowledgeable people within your company. It might take a while (and might lead to some heated debate), but a careful evaluation is the only way to make your rebranding efforts worth their cost. Remember that these changes are not made for free. Getting it right the first time is, therefore, essential.
Make Sure To Keep Everyone Informed
If you are like most companies, you need to keep your investors/shareholders as happy as possible. As such, it is good to keep them informed of any changes in your rebranding plan. A simple outline showing what you will change (and when you will implement those changes) will probably be enough. Of course, it also gives people an opportunity to object to any of these changes if they wish.
It’s not just the high-ranking company members that need to be kept in the loop. At the very least, all employees will need to understand the changes that will affect their specific jobs. As before, it is best to give out a written plan so that everyone can review it at their convenience.
Conclusion
When it comes to rebranding, most companies can benefit from enlisting the help of other companies. There are all kinds of consultants who can offer expert advice and many companies to help you with graphic design and other technical details. And, of course, any good rebrand should
involve the purchase of a fresh new sign. That old yellowed cabinet sign is not going to attract a lot of people, so replace that right away! If you would like a little bit of advice on this part of the process, you can call Tupp Signs at 302-322-1600.