If you are thinking about rebranding, it is important to remember that it is a big decision that involves many segments. Rebranding can include changing the company’s visual identity and website, launching new products, or repositioning your brand on the market.
Before you start, ask yourself if you need rebranding and what goal you have in mind if you decide to do it. Communicate with your audience and employees and take their feedback into account. Furthermore, ask yourself how rebranding would affect and improve your company’s reputation. If the answer is negative, it is not worth investing time and money in rebranding, which is by no means cheap.
Rebranding involves redesigning various elements, including your company’s voice, marketing strategy, and visual identity, so think carefully if you decide on branding what values your new ideas will bring you.
The brand itself reflects who your company is at its core, so be clear when communicating your values, mission, and messages to your target audience. In other words, make sure you know your brand inside and out. Considering that branding is the first impression potential customers get about you, you should ensure it is flawless.
Unlike most cases in marketing where we first ask ourselves why? ̋, when rebranding we should ask ourselves ̋for whom? ̋ you are rebranding and what are your audience’s actual wants and needs? The most crucial factor to consider is whether your rebranding will affect the trust you have gained from your target group and customers.
After you have clarified who you are rebranding for, ask yourself why you are doing it – is it a change in business strategy, and can it be successfully accompanied by a change in the company’s organization so that everything works harmoniously?
Keep in mind that a brand is not only a logo but a handful of other elements that should work together.
Will rebranding help increase your company’s success? This is an essential question that you must ask yourself. Quite often, in the early stages of startup, companies can think that the problem is in the strategy and not in the product/service itself.
Furthermore, you must ask whether the rebranding will be consistent with your audience’s current brand experience. This item is essential because customers should know that rebranding will not affect the quality of the product/service they are used to. You must announce to them the changes you intend to introduce.
Rebranding does not mean changing who you are but rather expressing your leading vision and mission even more successfully through a creative approach.
Where do you see your company in 5 to 10 years? Guided by that vision, you will have insight into whether rebranding will help you move forward instead of staying put and just repeating yourself.
Explore your positive sides and features, why the audience loves you, who you are, and what you contribute to potential customers, and ensure that these elements remain unchanged in the brand itself.
Last but not least, you should consider how the rebranding would affect the company’s financial success, and the answer should be: positive in the long-term vision. If the short-term losses are not commensurate with the long-term improvement of the economic situation, do not even embark on the rebranding process.
