Rebranding - Inconvenience or Necessity?
When you first started your business, branding might have been the last thing on your mind. We get it; scrolling through tons of fonts to find the perfect one can be very time-consuming or intimidating. No matter how your overall brand started or where it is now, if you’re thinking about rebranding, chances are something isn’t working. Fortunately for you, rebranding is very common! This process can range from switching out your current brand colors, giving your logo a makeover, or simply switching out your brand fonts. Whatever you decide to do, the outcome can offer your business many advantages.
An overall rebranding can benefit your business more than you may realize. The benefits are as follows:
- Optimize your audience reach: An updated look means an updated audience!
- You can target a completely new market: If your targeted consumers have shifted in the past few years, you’ll want your new look to reflect that.
- Keep in touch with the latest trends can ensure constant success & relatability.
- Increase sales.
- Improve website navigation & activity: Who wants to navigate an outdated website?
- Your new philosophy will better represent what your business stands for
How Often Should Rebranding Take Place?
Take a moment to think to yourself, are you the same person you were 10 years ago? Well, the same goes for your brand! The industry is evolving fast and at high significance. According to The Brand Leader, even brands that are established household names tend to go through significant brand overhauls every 7-10 years. Companies such as Dunkin Donuts and Uber have successfully rebranded in the past seven years; and small businesses should be no different (according to HubSpot)!
How to Rebrand Your Company
Some people think rebranding is detrimental to your current audience/customers. However, it does the opposite! Here are a few steps to start the rebranding process:
1. Identify Your ‘Problem’ and Know Why You’re Rebranding
- Whether it’s an ‘image problem’ or simply wanting to update your current look, you need to decide the reason for the rebrand. A total rebrand will require more thinking and consideration than just changing a color within your logo. Here are a few common reasons why businesses decide to rebrand:
o Your company has evolved, and you want your branding to reflect that.
o The market has changed.
o You aren’t attracting the right customers.
o It’s been a while!
2. Plan a Strategy
- Decide what it is exactly that you want to be changed! The most common rebranding elements include a new name, new logo products, new website design, product guides, etc., and anything at the forefront of your business that tells customers who you are.
o From this point, you’ll want to do your research to understand if you’ll need external help to complete the rebranding.
3. Anticipate Questions and Objections
- Some employees and current customers may not love this change. Avoid confusion by effectively communicating to all parties involved why these changes are being made. Keeping everyone in the loop will make the transition less drastic, whether that’s sending an email campaign taking not of this change or posting on your social media about it.
4. Make the Move!
- Once you cross your T’s and dot your i’s, you’ll be ready to make it public!
Overall, rebranding your business every decade or so can offer many different benefits
to your bottom line – allowing you to attract better customers, create a better
image for yourself, and create customer loyalty and market leadership.
Luckily, here at Prophase Marketing, we can help you achieve your rebranding goals! We
offer custom logo design, blogs, articles, newsletters, press release writing,
copywriting, and website design. Click here to get in touch with us to discuss your rebranding vision!