Branding is essential for your business to succeed and thrive. It allows you build a relationship meaningful for you and your customers. In addition, it creates a sense of recognition, credibility and higher perceived value. It is therefore critical for success and growth of the business. Many top companies, such as google, apple, Paypal, eBay, and so on, have experienced rebranding many times during their development. By tracing back to their rebranding
In the current market conditions, change is inevitable however how scary it will be. It should be therefore embraced as it brings potential clients on your way. It is important to evaluate where your business is now and where you want it to be in future.
Rebranding is a process comprised of several essential steps that are specifically meant to take your organization from one point to another. In this dynamic market, rebranding is essential as your brand may require some updating. Every organization has set objectives to be achieved. However, some of these objectives might not be met due to challenges you are facing. In addition, if your organization's image is outdated, the market is shrinking, you lost connection with your audience and your message is convoluted or plain should necessitate considering rebranding. Therefore the first key step is identifying the problem. The rebranding will provide a solution if a problem is identified.
8 questions to determine the rebrand necessary
1. what is the problem?
Articulating your problem will be your first and important step. This will aid in developing a solution to the problem faced. Until a problem is identified, regardless of its specific elements or rather its magnitude or details, then rebranding should not be an option. A number of factors will determine rebranding necessary such as competition, shrinking market and changes in consumer tastes and preferences.
2. what is the time frame?
You should be certain of there being enough time allotted to develop the rebrand and feedback from essential players and more importantly approval from any governing bodies or board. A specific time frame should be developed highlighting the process of designing the rebrand. Ensure your rebranding is meaningful and not painful. More importantly, having a schedule will define your boundaries.
3. who needs to be involved in the rebrand?
This is one of the essential elements often overlooked by the majority of decision makers within an organization. However, by not determining parties or players to be involved in the rebrand and just focusing on marketing, it can lead to a serious failure. Every stakeholder should be involved ranging from various departments within the organization to your clients. The information gathered from this audience will determine if rebranding is necessary and if yes how you will go about it.
4. what is our brand purpose?
Successful brands have to make a real connection with the audience. Branding driven by purpose keeps your business around longer tomorrow. On the other hand, rebranding can be considered if the current brand isn't purpose-driven. It should be perceived to make lives of your customers better but not generally being for the purpose of profit.
5. what do our customers feel about our rebrand?
Enquire from customers about what they truly feel about your brand. This can be enhanced through interviews, online surveys and focus groups. Customers have to be inspired by their journey of connection to you and your business as they continue to know and like your brand more. A good brand has to create a sense of trustworthy and assurance.
6. Is the brand an evolution or a revolution?
Evolution of those factors within the organization that can necessitate rebranding while revolution originates from outside the company. Evolution is easy to anticipate and thus accept, however for a revolutions rebranding effective communication to all players should be done. Once the brand is thrown into the public, it should draw some sense of excitement. An open line of communication is important especially for a rebrand to enhance a connection with people you want to please.
7. what is our brand promise?
This should be drawn from the core values of the company. The brand is the people, the feeling delivered and the goal is the same - that is having a lasting connection. Determine what you stand for and completely embrace it. A successful brand should live up to its promise.
8. What is our personality?
Brands have personalities. Your brand's personality should be clear and consistent. Customers should be able to describe your company in words which you believe best describes it. If not so then rebranding has to be considered. You can determine if your brand brings out its personality by gathering responses from customers. The response given has to align with your core values and if not then a rebrand is necessary.
Brands need to advance, move forward, grow and respond. A blend of these gives the brand life. A brand is alive when the value of what it means to us is greater than what it does so that branding adds long-term value to the product and services. If your business is considering rebranding, be sure that you have the outcome and vision set clear so that you can benefit from both retaining and growing market shares.