10 Tips For Rebranding, Maintaining, and Increasing Clientele Base
Rebranding is a re-evaluation of your brand’s goals, mission, and values has brought along the suggestion of something you didn’t focus on but still found yourself doing when the hunger for something new and unique was awoken — Rebranding.
When you just started as a brand, your main goal was to set your ideas into motion and start making profits at once. You didn’t care or was probably less concerned about branding, profits came first as you dished out values that attracted the target audience you were after. Fifteen years down this journey, you have discovered you want to offer more, in terms of value and goals, not just your growth but also your customer’s growth.
Rebranding is a risk, it has seen the fall and rising of a lot of brands. It’s a risk one should take only when the time and strategy are right. It shouldn’t diminish the strength of your value proposition but rather increase it. Rebranding is just as exciting and fulfilling as redecorating your home, picking new design themes, perhaps new furniture and home accessories. Makes one wonder how something as exciting as these could end up being a total flop.
How do you recognize the need for rebranding?
Rebranding becomes necessary when there is a shift in the belief, priorities, tastes, and outlook of not just your brand but also your brand’s identity. Your brand’s identity makes up the total of what your brand is: your products, your unique value proposition, your customer’s perception of your brand, how fast they are to recommend you to friends and families, your logos, brand’s name, and more.
What’s the first thing that comes to their mind when someone asks them about your brand? How good of an experience do 90% of your clients have with your brand and what are you doing about the 10% who are saying otherwise? Rebranding!
How do I rebrand without losing my customers?
1. Re-evaluate your Brand’s ‘Whys’
What are your brand’s strong reasons for launching out, revaluate your goals, mission, vision, and values. Do well to answer these questions:
• How well has your brand stood by these principles, has it affected your brand’s growth negatively or positively?
• What are your growth goals? For not just your company but your audience.
• How are you doing it?
This is where your value system is re-evaluated, as you make changes where necessary while adjusting these changes to suit the brand’s original reason for coming into existence.
2. Audience/Market Research
To rebrand is to employ the active services of the things that resonate with your audience and fix the market. You need to research your target audience all over again, this time while being oblivious to the things you once knew of them. While doing this, you rediscover them all over again with additional knowledge of the things you weren’t aware of, perhaps a change in the target demography.
3. Re-establish The Bond
Re-establish the connection between your brand and your target market. Discover new grounds for possible retargeting. Maximize the use of new trends or marketing strategies that will stand the test of time. Keep in mind how important it is your value proposition doesn’t diminish every step of the way as your rebrand.
4. Keep Your Customers In The Loop
Most brands that had an issue with rebranding wish they hadn’t made the mistake of allowing their customers to discover how ‘changed’ they have become. Imagine you have been friends with someone for years, someone you could confide in and rely on to give you the best. How do you react when you wake up to find they didn’t care to let you in on the most important change that was about to occur in their life? Betrayed!
That’s right, here is what to avoid. A customer’s faith in your brand is birthed by how transparent your brand is. If you want their loyalty involve them in your plans every step of the way. Let them be part of the process, this way you showed him how important they are to your brand. Engage them, ask for their opinions on certain topics: it could be their opinion on which decision is the best fit for your new logo. Let them know their opinions do count, ask for feedback on services provided, practice open communication. Leverage this opportunity to bond further with your audience.
Make a deliberate effort to make your messaging consistent. The aim is to not lose sight of the audience that contributed to the growth of your brand. Your rebranding strategy shouldn’t erase the existing brand identity of your brand and its offers.
6. Evaluate Your Brand’s Identity
A good brand strategy sees the assessment of the brand elements that make up your brand identity. These elements play their role in influencing a customer to make a purchasing decision. They include your logo, brand color palettes, business website design, business cards, product graphics, and more. As you rebrand you have to make the decision to either tweak or discard these elements listed above for stronger brand elements.
7. Carefully manage the rebranding process
Work out a well-planned strategy for your rebrand. A strategy that covers all marketing channels so that your rebrand doesn’t impact your market share and business negatively. What are the new exciting offers you are bringing to the table? All these are processes that should be carefully managed for a successful rebrand.
8. Bring The Team Spirit Onboard
Your internal team must be actively involved in every step of the rebranding process. A strong team is the backbone that stabilizes the activities that are being run within the company. Rebranding is something that needs your team’s utmost support. It shouldn’t be done alone as their feedbacks, ideas, encouragement will go a long way in fueling a purpose-driven rebrand.
9. Develop Your New Brand Identity
Your rebrand process should also include plans for a change in your brand’s visual identity:— Your logo, Font and typography, Color scheme, Illustration and graphic design, digital design elements, Iconography, and more.
While it might be quite tempting to go with a full creative makeover, let’s not forget the place of consistency. It’s the key that will help your brand remain recognizable—Your brand logo colors for instance should remain consistent, so your customers can recognize your brand. It’s best to keep these core fundamentals constant.
10. Promote/Hype Your New Image Launch
A positive hype won’t be a bad idea to communicate this new exciting development. Let it be ”Breaking News”, on all your social media platforms. Get your audience to engage and tap into this positive energy of your rebrand promises. Let them be as excited as a little child finally meeting his favorite movie character for the first time. This way, you work them into the mood, where they are as excited as you are to see this rebrand launching through.