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The act of rebranding, or changing the image or message of an organization to promote growth, can be a good idea for many reasons. No matter how big or small the actions you choose to take to implement a “rebrand” are, it’s crucial to have a clear strategy in mind to empower the initiative as a whole. Check out our ideas for a successful rebranding campaign along with a few examples of companies who truly hit the mark.
When creating a successful rebranding strategy, it is important to consider some key questions first:
Reestablish your brand’s audience and market. Redefine your company’s vision, mission, and values. Reconsider your brand’s slogan. Rebuild your brand identity. Support your brand with a high-performing product and weed out inefficient management. Adding a foreign tag and fancier packaging can make a brand more appealing. Brands can be successfully revamped by adapting current styles while celebrating its history. Pay attention to what the public says about you and respond with products and services that counteract those accusations.
Stay true to you and your mission! Rebranding doesn’t mean throwing everything you had been doing out the door just to give you a whole new look and feel. Consumers want consistency – if they notice you’ve changed too much and have done a complete 180, they’re less likely to stick around. Don’t rebrand just because you want a new ~aesthetic~. Rebrand only when it makes sense. Your business has grown, you’re evolving, or you’ve opened the door to new services being offered. If you’re rebranding and need help with redesigning your website, you know who to call. 😉
A component to a successful rebranding strategy includes open conversations and a blanket of trust between an agency and its client. Rebranding your business is no small task. It’s important and is what will drive you to success (or not!) The relationship between an agency/client is crucial to a successful rebranding strategy. To fully understand the client’s branding goals and to help develop their unique company brand, I’ve seen it’s best to be available for interviews and discussions, while also being open to creative and out-of-the-box thinking (I mean, you are dealing with a bunch of creative people!) Rebranding involves a lot, and you want to make sure you partner with the right agency that will listen to you and hear your ideas, but also challenge you with forward industry thinking.
Dunkin’ Donuts shifting to just Dunkin’ is probably the most recent successful rebrand I can think of. By removing an element in their name they also removed the limit on the items they provide in consumer minds.
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