Thinking about Rebranding? 5 Things You Should Know About
When a business gets stuck in a rut, you’re left with two options – to close it for good or to conduct a good rebranding job. If you’d prefer this second option, you should know that the process of rebranding is a challenging task that needs to be done with care.
If you skip steps, or you try to speed up the whole process, you will only end up losing even more money and time on something that won’t function and you definitely don’t want to deal with frustrations like this. Therefore, check out the steps you need to go through in order to accomplish this process successfully.
Do Your Homework
Everything you do from here on out needs to be based on precise data that comes from thorough research. The fact that your business wasn’t very successful in the past probably means that you didn’t get to know your target audience properly and this needs to be changed right away.
So, start the new era of your company by learning about your market and creating a profile of your ideal customer. Based on this data, you’ll be able to adapt your new lines of products and services to their requirements.
Set Clear Goals in Front of You
Everything you want to change about your business needs to make it on your to-do list. Rebranding is an extensive job and it’s quite simple for something to slip your mind. Therefore – changing a logo, upgrading your website or making a new one from scratch, changing your company’s working policy, etc. – needs to be a part of a timetable where every project has its deadline.
Gather a Team of Experienced Professionals
A delicate process like this requires a company that’s in need of rebranding to gather a team of experienced professionals that include a pro developer, an advertising expert and a consultant that’s a virtuoso in handling money.
It’s quite important to direct the funds of your stakeholders into hiring people who have experience in this area, because they will decrease the chances of failure significantly, since they know how to avoid small and big mistakes, which can slow down the process.
Internal & External Development Strategies
A thorough change needs to happen and the way you did business thus far needs to be changed both internally and externally, if you want to create an actual rebirth of your company. That being said, you need to make sure that every strategy you develop is followed through by each individual you work with.
Have in mind that sensitive changes like converting your database for example need your special attention. Loss of data can really make your life difficult and an oversight like this will extend the deadlines you previously set and that’s something you definitely want to avoid.
Create an Efficient Advertising Campaign
Defending your new brand is the most difficult task you’ll have within this project. Everyone familiar with your company will be interested in finding out which changes you’ve made and why. Developing an effective marketing campaign which will have a concise answer to all of these questions is the most efficient and the easiest way to go through this transition period when your new brand goes public.
You need to find a marketing method or combination of them that will endear parts of your company to the public. The point of this campaign is to tell your new story and show your target audience which changes are made for them and how they will benefit from those changes.
You need to be prepared to withstand a serious amount of pressure from your stakeholders because there’s no further benefit from rebranding several times in a short amount of time – rebranding a business that’s already been rebranded isn’t a promising move.
Before you start this process, make sure to do your calculations and see if there’s enough funds for your company to pay for this process and all experts necessary for it to be accomplished successfully, because no one will benefit if you terminate your rebranding campaign halfway through. If you do decide to go through this transition, stay consistent, don’t give up and you’ll be satisfied with the final results.