Top 10 Tips for Re-branding
Embarking on a re-brand is an exciting business decision but there’s a few things to bear in mind before getting carried away with colours and fonts.
1. The brand is more than just the logo, stationery or corporate colours
Brands include everything from customer perception and experience to quality, look and feel. Other important factors are customer care, retail and web environments and the tone and voice of communications.
2. Existing brand equity and goodwill
Dismissing brand equity when re-branding alienates established customers, while unnecessary overhauls can undermine brand perception. Consider the needs of your target audience before digging into the process. Sometimes a small evolution is all that’s needed to make a brand relevant.
3. The re-brand is more than a superficial face lift
The re-brand story must be believable, given the existing brand experience and customer perception. It must also hold credibility internally. If employees who live the brand don’t believe in it, the target audience won’t either.
4. Address the basics
The value of perfecting your physical environment, marketing materials and website is decreased if your customers are kept waiting on the phone or if your contracts are full of jargon. Keep all customer touch points in mind when re-branding.
5. Remember people don’t always do what they say
Use caution when basing re-branding strategies on focus group research. Unless you are actually observing customers using your product or service you are not getting the full story. Personal observation will get you a lot closer to the right solution.
6. Know your brand
Remember, you know more about your brand than anyone else. Although there is obviously great value in a fresh external perspective.
7. Plan ahead for adaptation
It’s tempting for your team members to walk away after the final re-brand presentation. However, this is just the beginning of the final stretch. The implementation process may require adaptation as the re-brand rolls out.
8. Re-brand without research at your peril
There’s a lot of lip service paid about listening to customers, but in brand strategy sessions they’re often forgotten. Current and prospective customers should be front and centre when re-branding. After all, the customer’s reaction will be your ultimate test.
9. Don’t base a re-brand on advertising
An ad campaign and a slogan don’t make for brand positioning. Brand strategy should lead advertising – not the other way around. Often the most effective re-brands don’t include advertising at all.
10. Broaden your thinking
Focusing solely on your own industry can be limiting. When re-branding, cross-pollinate your thinking with what leaders in other industries are doing in customer experience and customer care.