Looking to Rebrand? Some Thoughts to Consider
10 Aug 2014
Before rebranding can take place, it is important to first identify why the rebrand is deemed necessary. What are the main reasons for the change? What is the desired impact? Organisations should consider if they want to focus on a new type of customer or to open up the field to appeal to a wider range of demographics. Rebranding is one way to attract a completely new target market. Rebranding can also be helpful for those who are already reaching the right kinds of people but struggling to communicate messages effectively.
Refreshing a brand and the brand images can enable organisations to completely reposition a business and attract exactly the right types of consumer. Connections can be made with new stakeholders and a better position within the industry achieved.
Sometimes businesses require modernisation in order to remain a viable part of the competitive market. This is particularly important if the branding has a tired, dated look. Fresh impetus can increase energy and confidence, enabling the business to be driven to a new level.
Rebranding is a great opportunity to alter the service proposition and to make the brand more memorable and maximise marketing efforts. It is also important to ensure brand values accurately reflect the company ethos, which can act as a brand driver.
Making the decision to rebrand is a huge step. There are a number of things to consider before taking the plunge.
No Instant Fix
It is important to remember that rebranding is not an instant solution and cannot resolve internal problems within a company. For example, a bad reputation will need to be turned through extensive work; a rebrand only will not rectify this.
What’s more, it is impossible to rebrand overnight. It takes time to mature and grow. It is unlikely that the effects will be seen immediately, but the new brand will help the business to stand out and get noticed more.
Cost and Time Implications
There is no getting around the fact that rebranding will cost a lot of time and money. For a rebrand to be successful, organisations will need to be prepared to invest in it long-term.
Consistency
For a professional look it is important for your branding to be consistent throughout all communications, so a strategy will need to be developed and properly delivered. The new branding will need to be applied to an endless list of areas, from social media to workwear, signage and stationery.
Is It Really Necessary?
If things are working well, changing the brand is usually a mistake. Being bored of the company image is not a good reason to go ahead with such a big move, especially if the current brand is strong and customers have invested emotionally into it. If a new look is unnecessary, the time and money involved would be far better invested elsewhere in the business.