What do you do when your sales drop? Or when your growth exceeds your expectations? These situations may prompt you to consider rebranding. Rebranding can be a solution to address these challenges and revitalize your brand.
There are various reasons why companies choose to rebrand. It may be to reduce client and employee attrition, enter new markets, fix negative perceptions, launch new products, adapt to changing economic conditions, or target higher-tier clients. Through the discovery process, additional areas that need attention may be uncovered, which can help achieve organizational goals.
Brand transformation is crucial because it allows you to protect your brand from industry events and utilize your strengths effectively. It is an opportunity to align your employees, customers, and work processes. Rebranding should focus on addressing real business problems rather than just improving aesthetics. It should communicate changes and future directions to stakeholders clearly.
During the rebranding process, the goal is to go beyond features and functions and identify true differentiators. Instead of focusing on what you make or do, concentrate on satisfying your customers’ needs, wants, and desires. Highlight the unique value your organization adds, whether in culture, customer service, or innovative thinking.
To kick-off the rebranding process, conducting a thorough 360-degree assessment is essential. This assessment should examine how the brand is perceived within the industry and internally within the company. It should also evaluate the brand’s external presence and competitive offerings. The goal is to identify untapped or taken-for-granted competence that represents the core essence of your company.
During the discovery process, qualitative research should be conducted to gain a comprehensive understanding of the organization. This includes examining different departments, tenure levels, and job functions. Representatives from various internal teams should be involved to gain in-depth insight into the brand.
Developing an authentic representation of your organization is vital during the rebranding process. Align your brand with the spirit and culture of your company. Ensure that your brand accurately reflects the kind of people clients will work with and the quality of service they will receive.
To move forward with a brand position, design the brand experience and concept before execution. Consider exploring multiple options within a single brand position to visualize different aspects of the brand. Remember, brand transformation takes time and is an ongoing process. Focus on the critical impact points and prioritize projects accordingly.
Key attitudes that contribute to an effective rebrand process include belief, stamina, and honesty. Leadership must believe in the rebrand and inspire change. Patience, adaptability, and consistency are essential. Finally, honesty is crucial to take an honest look at the organization and work through any challenges. Successful rebranding requires openness, trust, and perseverance.
