The 5 steps to rebranding success
Whether you are expanding your product offering, trying to stay ahead in a changing marketplace or just trying to freshen up your brand image, a rebrand might be what you need. Rebranding doesn’t just change a companies public image it can also improve organisational culture. A successful change in brand strategy took Old Spice from the irrelevant cologne your grandpa used to have to one of the best selling deodorants in the market. A slight rebrand helped Kentucky Fried Chicken avoid unwanted backlash during the move to healthy eating. If you’re considering a rebrand but don’t know where to start we’ve got you covered. Here are the 5 steps involved in a good rebrand.
Know why you are rebranding.
There are a number of reasons to rebrand but you need to understand what you are trying to achieve. A rebrand to reach a new target market is different to one that is trying to completely change markets. Once you know why you are rebranding you’ll need to do the research. What is your current brand position? What do you want that to be? What does your new market want from a brand.
Develop your new brand promise.
Once you know where you want to be it’s time to decide how you’re going to get there. What is the promise of your new brand? What is your brand’s personality? Your new brand promise will inform almost all of your rebranding positions. Everything from visual design to distribution needs to align with your new brand promise.
Commit fully to your rebrand
A rebrand isn’t a simple visual redesign. Make sure all of the elements of your brand align to your new position. Get your employees on board, your product offerings and your visual branding. Make sure that every time someone interacts with your company they experience your new brand. Leaving behind traces of the old brand leaves consumers with mixed messages.
Test your new brand position.
The last thing you want to do is launch a rebrand that people aren’t interested in, iSnack anyone? The launch of Vegemite’s iSnack 2.0 was so bad it barely lasted a month before being renamed. A little bit of market research and testing can save a lot of money.
Roll it out with a bang.
A lot of time and effort goes into rebranding. It’s a big deal; so celebrate your new brand position. Introduce your new brand to its consumers. Get excited!