Rebrand Your Company The Right Way
“Rebranding” has many forms: changing the logo, overall colour palate, or even changing the company’s entire philosophy. In any case, the fundamental outcome doesn’t change: to change your brand’s image.
Sometimes, the decision can be so spontaneous – and terribly executed – that it only confirms a business’s demise and not success. In order to prevent that, you need to take rebranding seriously. Here is how you can do it the right way:
Decide What Needs Rebranding
Just as we have mentioned, rebranding entails a lot more, so you need to first define what rebranding means to you. Do you plan to change the logo, or choose a different colour theme? Do you plan to change the ideology behind customer service, or update the entire business tagline?
Conduct a meeting with your employees and managers, and decide what exactly needs rebranding. Employees will be able to give a better idea on what’s lacking, after having interacted with customers. In fact, getting feedback directly from customers also works just as well, since their insight gives an entirely different point-of-view.
Build A Comprehensive Strategy
Deciding your rebranding goals is easy – but implementing them is a whole other story.
Once you know what needs rebranding, gather all your teams and devise a strategy. First map out high-level goals, levels you can treat as major checkpoints. Breaking down an entire process in chunks makes it easier to manage.
Then, assign dependencies to different teams like for marketing, creatives, engineering, etc. so that every checkpoint is now an achievable task; let the teams themselves further subdivide each chunk, so that it’s easier for them to complete it within the given timeline.
Make sure the strategy isn’t completed in a hurry – the end result must be stable if the entire business is to remain stable.
Let It Be Known
Once you’ve strategised and executed everything, it’s time to reveal it to your audience.
Set a healthy budget for all things market; both your existing audience and potentially new pool of customers must know that you have rebranded, but are still here to stay. Try your level best to market yourself through press releases social media, emails, SMS campaigns, flyers, sign-boards – anything works, as long as you get the word across.
Defend Your Brand To The Death
Of course, it won’t go that far – but be ready to face any questions or concerns from others when you’re done rebranding.
It can be from existing customers, new ones, or even from your current employees. And this is pretty normal; change can be a scary thing, and it tends to be something people find hard to accept. In any case, be ready to defend your stance in every step of the way; justify your decision through sound reasoning and logic. Make sure people understand where your choice is coming from – if they don’t understand it, they may lose trust in your business and affect revenue negatively.
In order to analyse how rebranding affects your business, it helps to invest in a good point of sale (POS). In fact, Oscar is one POS system in Pakistan which is great at generating accurate analytics about profit, expenses, and the like. With its simple UI and cloud-based system, it lets you measure success easily.
Rebranding might sound like a drastic decision, but it’s sometimes a necessary one nonetheless. Therefore, it must be done efficiently, so that your success speaks for itself.