Don’t lose yourself in a rebrand
September 21, 2015
Rebranding isn’t easy. If it were, businesses would often rebrand and instantly reap the fruits of success. Sadly, many companies fail to rebrand correctly and become frustrated when sales do not increase.
To properly rebrand, you’ll want to refrain from making a few common mistakes. Ready to write this down?
YOU DIDN’T LOOK AT YOUR AUDIENCE AND THEIR EXPECTATIONS OF YOU
We see this all the time. Companies rebrand themselves because of a dated logo, color scheme, etc. What businesses often fail to do is analyze their audience and create the new brand in accordance with their particular target market. You can’t simply walk into a design studio, say “make me a really modern logo,” and expect magic to happen. Sure, they’ll probably make you a logo equivalent in quality to your agency’s skill set, but it likely won’t be well received by the clients you serve. Your quirky old logo resonated with them, but now they can’t relate to your super modern, Trade Gothic typeset creation.
UNDERSTAND YOUR GOALS
In a rebrand, it is important to understand the goals you set out to achieve. If growth and geographical expansion are avenues you’re looking to pursue, a broader, more versatile branding may work in your favor. On the other hand, if you’re attempting to grow in the area you already operate in, you’ll want to make sure that your new branding is specific to the clients in that exact location. There’s no sense in crafting a voguish logo when your target market isn’t receptive to that style of branding. Your goals need to be laid out in a manner that allows you to brand around them, not the other way around.
FUNDS AVAILABLE TO DO IT RIGHT
The most common mistake that we see from businesses looking to rebrand deals with funding. Companies often lack the sufficient funds necessary to properly rebrand themselves, and end up doing it piece by piece. They’ll have a few pieces of collateral depicting their new branding, but the rest still keep the dated logo and color scheme. This can cause a disconnect with consumers, especially if your new branding has little in common with your previous one.
Rebranding is no easy task. Our recommendation is that you first consult a marketing agency to ensure it’s done the right way.