When it comes to rebranding your company, there are many elements, large and small, that need to be be dealt with in order to achieve your desired outcomes. Since it can be hard to balance everything, we’ve developed a list of the 9 most important things to consider during a rebrand:
- The Reason Why – Why are you rebranding? What is the desired outcome of the company’s rebrand? Do you have specific changes you wish to see? Each of these questions, and your answers to them should be understood before you begin this endeavor. Rebrands can be very time-consuming and costly, so it is paramount to ensure that you and your company understand why you are doing it.
- The Strategic Objective – When rebranding you need to have a strategic objective of precisely what you are trying to accomplish. It can be something like repositioning your company as having the top quality product or offering the best customer service. You could even reposition yourself from a product based company into a solution based company. Regardless, it is important to understand and consider the position you want your company to occupy by the end of it all.
- Technology – Are you harnessing the available technology to maximize engagement with your targets? Do you differentiate and prioritize quality relationships and data? Are you effectively utilizing marketing, SEM, and social media management automation tools? Nowadays, technology can be hugely helpful in targeting, touching, and engaging customers and prospects in ways that appeal to them directly. Don’t get bogged down with traditional branding and marketing techniques that fail to connect meaningfully with audiences; use the tools at hand and use them effectively.
- The Plan – Map out your strategy on how you are going to use technology and create, activate, and achieve your bigger picture goals and objectives. Figure out the timelines, responsibilities, and milestones that you need to manage and reach in order to accomplish that final goal. By detailing every step of the process as best you can, you can greatly reduce the chances of your rebranding project being derailed.
- Your Positioning – As a part of your rebrand you may want to position your company a little differently or a lot differently. A slight change in positioning is usually fairly simple to accomplish, but a major shift can be challenging at best. Take JC Penny’s disastrous rebrand just a few years ago. They tried to move from a discount retailer, attractive for its sales, to one featuring name brands, attractive for its unique selection, completely failing to recognize that their customer base wanted anything but. They repositioned themselves as a company that their customers didn’t actually want, and their loss of $163 million in the first quarter of 2012 reflected that fact painfully.
- Your Targets – As a part of rebranding, you may be thinking of changing or expanding the target audience that you aim to engage. A product-focused company may appeal to a hardware tech, IT expert, or facilities manager, but a solution-focused company will likely appeal more to a C Level executive. Utilizing different databases and tactics to reach those different targets in a personalized voice can really affect the responsiveness of your marketing efforts.
- Tone, Voice, and Call-to-Action – Once you figure out the positioning of your rebrand and who you are going to target, you need to figure out what is going to appeal to them. You need a tone and voice that’s going to speak to them directly and a call-to-action that compels them to engage with you. Once you develop that standard of communication, you can write copy and content that is going to connect every time, effectively convincing them to take whatever action you want them to take.
- Creative – Simultaneously, you need to develop a creative concept and aesthetic that will grab your targets attention and attract them to you. Your creative design needs to be sharp and inspiring, in keeping with your company’s values, and in-line with your prospective customers’ priorities. Failing to achieve any of the three is sure to lead to a disconnect that customers or employees will find jarring, meaning that all of your rebranding efforts will have been for nothing.
- Execution and Engagement – Once you figure out how you are going to package your rebrand, you’ll need to actually market it to your targets. If you want them to take notice of your new position and engage with your company, you’re going to have to reach them where it counts. You need to reintroduce them to your brand and product and/or service, shedding the ill-associations from your old brand and forging meaningful connections with the new.
Now that you understand the 9 things to consider when rebranding, it’s time to use them to achieve your anything!
Brand Iron is a strategic brand development and integrated marketing agency that can help you stay out in front of the competition and optimize your brand for the future. Contact us here to learn more.