A company’s brand is more than a name or an attractive logo design. A good brand will build its reputation, and solidify its position in the marketplace. In essence, if it differentiates you from other companies, it’s a part of your brand.
Rebranding means taking the business in a new direction. It’s about getting on to the core of what you stand for, centralizing your aims and vision, and then amending your image to reflect these changes.
You may decide to rebrand if:
● Your overarching conception has changed
● You have just experienced a PR disaster and need to enhance your reputation
● You want to bid to a new demographic
● Your business has changed hands, and new units of senior management agree that it’s time for the business to go in a new direction
● You have incorporated with another company
Rebranding a business is diverse from a refresh, which refers to the procedure of changing extrinsic visual elements such as the design of a company website, stationery, and logos.
Process Of Rebranding
Let’s get down to the following steps.
Self-awareness is a key to victorious rebranding. You are required to know the answers to these questions:
● Who are you?
● What do you do?
● What do you want to be known for?
● Why do you want to rebrand your website at this moment?
Before you endow your time and money into this procedure, you need to know what the outcome should look like and be able to pin down your brand’s story.
You should contemplate whether you need to hire an external consultant or marketing firm to help you. If you are a large business or feel overwhelmed by the process, then this process will be a huge task. Besides this, if you are an SME who knows exactly what modifications you want to make, you could go it alone.
2. Market Research
Get back in touch with your consumers. Does your current notion have their wants and needs? Do you want to keep the exact customers, or reach out to different people? Can you classify your audience and, in doing so, create buyer personas?
Ask your prevailing customers and units of your target demographic for their input on your brand story, products, and existing reputation. You can use questionnaires or focus on groups to ask for their opinions. This data will help you align your new brand with your conscious audience.
3. Decide What Makes You Unique
Decide what brings you unique, and think about how you can use your Unique Selling Price(USP) as a focal point of this process. For example, do you pride yourself on selling only high-end products, or are you willing to market yourself as budget-friendly?
Remember, you shouldn’t try to request everyone. Your job is to focus on discovering your niche and servicing their needs.
Refine your identity down to a few keywords. You may need to embark on further research here if you don’t already know the market inside out.
4. List & Redesign Your Brand Touchpoints
Make a roster of all your material that needs these changes. This comprises pamphlets, websites, business cards, signs, blogs, and posters. Every time you experiment with a fresh design, ask yourself whether it fulfills your broader brand strategy.
Think about your kind touchpoints like any point at which a customer or potential customer interacts with your business. For instance, if you run a beauty parlor, the reception desk is a touchpoint. You may require to redecorate your office or store to fit with your new brand.
5. Make Sure Everyone’s On Board
The strategy might fail if your employees aren’t assured that it aligns with your business values and strategy. Get their response at all stages of the design procedure.
Before you take a fresh brand to the public, enable them to tell you what they think. You can set up an incognito comment box if you think it will encourage them to share their thoughts.
When the process is completed, have an internal launch party. Get your employees fascinated about the change, and they are more inclined to become brand ambassadors. If you are imagining offering new merchandise and services as part of your rebrand, or you want workers to take a fresh approach to customer service, make sure that they have been appropriately trained.
6. Take Your New Brand Public
Make your public launch fast and absolute. Do not try to phase in changes deliberately, because this will only disturb your customers. Use this process as a means of generating advertising and engaging with customers. For instance, if you have a mailing schedule, send them a few teaser emails in the run-up to the launch, implying the changes to come.
Let them know the purpose of your rebrand, most people do not like immoral change and will be more likely to trust you if you are understandable. Intensify how and why the rebrand will benefit them.
7. Get Feedback
The work doesn’t halt when you express your new brand. Get some response from your targeted consumers, and analyze your business performance to evaluate the impact of rebranding on your bottom line. You can do this informally, by inquiring customers in person, or you can use online questionnaires and focus groups.
Rebranding can be a vast accomplishment, but also marks a fresh, exciting phase in the life of your business. Done right, it will fascinate and re-engage your consumers or leave you in a strong position to excite a new audience.
If you are thinking of rebranding your website then you can contact a responsive digital marketing agency. Get your work done with DIGITAL PUZZLE, a one-stop top solution to all your queries. Reach their team today to get access to all their outstanding services!