Creating an identity and a well-known one for that matter takes time. It is for that reason that companies shy away from rebranding even when they are it is clear that the company has taken up a new form. For these businesses, most opt to close shop and start a new business instead. If you don’t want to go about it like most people, here is what you need to know about rebranding your company.
Have a good reason
Given the time it takes to transform your company from looking one way that customers identify to another that they do not, having a substantial reason to rebrand needs to be in place. If you are a Canadian Tax Lawyer and are shifting to offer advice on family law, then it makes sense to rebrand. Diversifying your portfolio, however, should not be the reason to change your company’s identity.
Do your research
To know if you need to make the shift, you need adequate information to dictate the move. Start with reaching out to past and present customers to find out what they like about the company and what doesn’t serve the business. No one is interested in filling out ten-paged surveys; make the process as seamless as possible. You can put in place a focus group or create a simple feedback form that lets your target know that it is to help you serve them better. Another aspect of research is finding out what your competitors are doing. Use them as an example to establish what works and what needs changing.
Formulate a plan
From our findings, you ought to figure out how to strategically place your brand in the market. Once you have a tangible reason, create a detailed plan of execution. That means including how you’ll introduce the changes to your consumer base, the press, and stakeholders. The best approach is to do it in stages to avoid overwhelming both the internal and external audience.
Internal and external launch
Change starts from within. Entails getting employees on board with the brand changes and ensuring that they have a full understanding of why the changes needed to take place. From there, work with a designer and marketer to ascertain the brand image. The logo, color schemes, websites, letterhead and all other collateral, will need to change, as well as the tone and the emotion you wish to evoke to the external audience. Before creating the final launch, have a small one with staff and close stakeholders to act as a trial run. That accords you the opportunity to change things before going live.