Rebranding: A Fresh Look at a “Fresh Look”

Rebrand Change Identity Branding Style Image ConceptKeeping up with trends in the marketplace, making adjustments to shifting customer needs, and remaining relevant are all critical to the success of a business. Nobody wants to be left behind.

Why, then, do companies recoil from the concept of rebranding? Some see it as stealing the company’s soul, worry about losing loyal customers, confusing employees, and making too many changes, too fast. They view rebranding as a big, scary gutting of a company that leaves it vulnerable and unable to face new challenges.

Just the opposite it true. Rebranding, while a nuanced undertaking that requires planning and attention to detail, should not be a scary concept. If your company’s core values are strong, rebranding is simply an evolution that will help you to better serve your customers and grow your business. Done right, it represents the present and future personality and abilities of your company, while maintaining your founding principles.

Here are a few reasons why a company might go through the process of rebranding itself:

  • New business opportunities
  • Reaching new audiences
  • Merger or acquisition
  • Maintaining market relevancy
  • Competitive influences

Every aspect of a business should be involved (to some extent) in the rebranding process. Production, finance, HR, sales – all need to play a role. But it is marketing that drives the bus. Marketing has the resources, ability and incentive to craft the most effective persona, and to deliver the message to multiple audiences.

Employees First!

Many companies fail to recognize the need to market to their employees. It is especially important during a rebranding. If employees don’t know what is going on, then the customers surely won’t. Every employee, top to bottom, needs to be aware of the rebrand. They may not have extensive input into the process, but they need to be able to explain to their friends, families and customers how and why it is happening. Properly informed employees are valuable marketing assets, and can be at the forefront of your rebranding efforts.

What’s in a Name?

A name change, if necessary, can be the most daunting challenge of the rebranding process. The fear is that, once the company’s name is changed, customers will not recognize you. The worst thing you can do is send an invoice to a customer and have them not realize who it is from.

That’s why an informational campaign is essential. Introducing the “new” company to old customers and vendors must be carefully planned, well executed and continually followed up. It may take an adjustment period, but if done right a name change will help you emerge with a stronger image where it matters most – with customers.

A New Look for the Logo

Sometimes a new name comes with a new logo. Or you may wish to retain the same name but update the image with a new logo. We have heard many reasons not to chance, including “the owner’s daughter designed our logo in 1996 and it’s on all of our invoices, so we can’t possibly change it!” But a new logo can go a long way in updating the personality of your brand. And the transition is not as difficult as you may think, especially if you think of it as a logo update, rather than a change. Moving to a more modern font and graphic style, while maintaining the core concept of your logo, will help ease the transition for your customers and your employees.

The Website Leads the Way

In today’s digital environment, your company’s website is the face of the business. It encapsulates the personality of your company. If you are rebranding your company, a new website must be a part of the process, and can play a vital role in spreading the word.  With the rapid pace of change in the world today, an outdated website sends a message to your customers that you are a company that can’t keep up. Rebrand your website along with your business.
Rebranding is about the future, about progressing in your industry and staying in front of the needs of your customers. A well-designed, mobile-ready website with a clear, strong message, will show your existing and potential new customers that your company will be ready to serve their needs for years to come.

Schedule a Consultation

Let Scribendi guide you through the rebranding process from start to finish. Call us at (339) 244-4222 or fill out our convenient contact form to schedule a no-cost consultation and get started today!

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