Rebranding nowadays have become top-of-the mind, companies do rebranding for distinct reasons; in case of mergers, acquisitions, reputational concerns and changes in the strategy. Rebranding is major decision that cannot be taken easily; it is an expensive project that needs much data to execute as it will have a direct effect on the future success, so the process should be strategic, collective, accurate and actionable.
Here’s a five to-do’s to build a successful rebranding:
1-Intelligence gathering: what needs to be change? How can achieve?, the answers can be obtained by generating a survey that tag the following participants;
- Key internal stakeholders: who understands your company’s strategy and their vision often considers as an important factor in generating the survey even among other important audience.
- Employees: gather information from employees about their demographic data, and how much they’ve been working in the company and what was their responsibilities and duties to helps you analyze their responses and see if they will meet the company’s new strategy or not.
- Customers: evaluate how they perceive the brand now and how they agree with your aspirational attributes.
- Market experts and analysts: can add more insights and suggestions whether the rebranding will include renaming or not, sometimes it is meant to keep your name, as it have become an essential asset for your company, however you can use a tagline that highlights the new strategy focus.
– In addition there another part of intelligence gathering can be used which is “competitive analysis”, work with your team to reach ultimate understanding of the market including how competitors message and deliver themselves, this data can helps you in the “differentiation” process.
2- Positioning development :
- To create strategic competitive positioning, you must take advantage of the perspectives you’ve been collected about your company and the market.
- There one important question you have to answer: Do you want to be on the top, new position or drop the old one? How much of differentiation will be the new positioning?
- The previous analysis considered as a guidance that will help us through this step. The aim of this analysis is to seek for a distinctive positioning that will talk both the rational and the emotional needs of your target audience.
- You must first generate your positioning statement; it is statement that will identify your company’s target audience, needs, product/service, benefits, points of differentiation, values.
3- Brand Identity Creation
– This is the most exciting phase where strategy, positioning, and what have done previously translated into a clear visual identity, here some points to go through:
- Consider core values: It is important to associate your brand identity with any of your company’s core values that have been identified (ex: knowledgeable, energetic, collaborative, friendly, helpful, innovative, and so on), at every step we evaluate positioning and brand identity with those nodes connected to the mind.
- Do your homework: as discussed when evaluating positioning and brand identity/logo, do your research with the aim of differentiating yourself among competitors.
- Don’t underestimate power of colors; and its ability to deliver core values attributes, choose a color that helps you to differentiate yourself among competitors.
- Location: you need to locate yourself in different places so your visual identity will appear and helps to connect yourself in people’s mind and this can be done through; a logo on your website, icons and social media posts with different scenarios to connect with people with different needs.
- Test: start testing your positioning and visual identity from perspective of your target audience. Did they notice your core values? Did you capture their attention? All your desired questions can be answered through surveys or face-to- face questions with your target audience about how the new positioning was effective. Collect all the comments and feedback to be discussed later with the stakeholders.
4- Content development:
- Through the process of adapting the new positioning and logo across content and campaigns there will be much work to do to expend this new strategy this will need to change; your website, business cards, email layouts and signature and much more!
- One of the most effective to-do’s content is video branding that generates interest and passion, to be shared on linkedin, glassdoor, and so on.
5- Activating the brand:
- Brand can be activated by allowing employees from each department available to answer any question about the new branding and how to apply it; those will be the “brand ambassadors” and make sure they describe your company in the same way. It will be perfect to allow those ambassadors to be always informed with any new information and changes this will build excitement and enthusiasm. This means that you build the brand internally and it can also take many forms, you can also build excitement through promotional products; notebook, mugs, letterheards, coasters, desktop calendars, etc.
- Make sure that your customers have an easy access to your blog post, newsletter, or other communications that herald the change.
- The most important question (and the one at the heart of your rebrand): How do you know if you’ve made an impact?
- It’s important to get a baseline measurement of awareness for the new brand. Then, measure brand awareness at appropriate intervals to determine whether your marketing campaigns are delivering as hoped.
Throughout the course of a rebrand, marketers should be prepared to wear many hats—interfacing across departments to ensure the new brand is reflected, for example, in your internal software applications, in the product organization, and even, as appropriate, on your office sign.
If you plan carefully, make informed decisions, and drive alignment along the way, your rebrand should deliver value. Good luck!