How to Launch a Successful Rebrand
Rebranding is a business option many people are always skeptical about doing. It forces the business to alter its looks and possibly certain operations without any guarantees whatsoever that the new Outlook will work for the success of the enterprise. It should be noted that rebranding should not be guided just by a mere desire to change how the business looks and operate. There exist certain fundamental pointers or level upon when a business reaches, then the only solution to keep the business viable is to rebrand. It is, therefore, imperative for every business to qualify the reason to rebrand before they think about coming up with a rebrand launch plan. Here are a few reasons when businesses should consider rebranding as a driver to more growth-:
- When you are failing to reach the target market
- When clients and customers are ignoring you
- When the market is in the dark about what you are offering
- When the looks and the functions of the business do not match
- When the business is attracting the wrong customers
- Rebranding following a management change or philosophy change
Steps to successful rebranding of a business
If you are convinced beyond reasonable doubt that rebranding is the way to go for your business, it is important to come up with an effective rebrand launch plan, specially designed not to utilize a lot of resources while bringing maximum benefits to the company. Such a plan should feature the following steps-:
Develop a new set of brand promises
It is important to have a new set of brand promises to attracts new clients and revamp the existing client’s desire to continue doing business with you. The best method to get these for your rebrand launch plan is to ask your key employees, who had direct contact with customers, certain questions relating to their interactions the clients. For instance, you may ask the following questions-:
- What qualities come to mind when people think about the business
- What feelings would you want the customers to have?
- What are the expectations of the clients?
- What can you tell sets apart the business from the competition?
From such questions, you will have a clear understanding of the company’s position through the perception of the employees who were in direct contact with the customers. It will thus be possible to know the specific areas to focus on in your rebrand launch plan so that you get the most from rebranding.
Get Feedback from the existing customers
Apart from getting some responses from your employees, it is important also for you to get feedback from the customers as well. You can achieve this through a number of methods including conducting surveys, contacting them via emails, phone calls or any other means necessary. The reason for doing this is to know what they feel, think and expect whenever they see your name or products. With the results obtained from the customers, you will gauge the amount of work needed by your rebrand launch plan to deliver on the new brand promises.
Know what is not working
Identify the particular culprit in your current brand that is not making you get the results you want. You have to find out the various features failing to connect with your target audience so that you can make the necessary amends in the rebrand launch plan for effective results with the new brand.
Develop the new brand’s story
In developing the new brand’s story, the looks, feel and the message should all point to the same thing and the story should be heroic and memorable to the customers. It should, at least, touch on the one of the problems affecting your customers and offer them with the right solution. A perfect story for you rebrand launch plan should be one that both the employees as well as the customers will gladly get behind, believe in and admire to greater depths.
Sink in all your communications with the new brand
Ensure that the new brand is featured in all the company communication channels. It should be present in the websites, sales tools, signage and social media amongst others. It is also important to ensure that every employee understands the new brand and can relate to it effectively.
Support and promote the brand consistently
Your rebrand launch plan should feature how you intend to support and promote the new brand consistently. For it to be successful and overcome the failures of the first brand, it needs to have a perpetual presence in the marketplace where it will continue to build relationships with customers. This continued support should go on not only during the boom times but also when the business or the economy is experiencing a slump. Such a consistent support will lead to greater sales when the economy finally turns around.
The above is all you need in a rebrand launch plan for a successful comeback following a poor or degraded performance of a previous brand.