Sometimes we are obliged to change our brand for different reasons, either to ‘clean’ our image for some small crisis in the company on account of a fiscal or legal issue. It can also be to adjust the brand to a change of mission of the company, as it may not be identified with it.
It is important to know first that the registration of our business can be done through a commercial name, a domain or a brand. They are different concepts, but they all are linked to the projection of a corporate image that in this case, you intend to change. In this post, we will talk about a few tips to ensure a successful rebrand execution for your business.
1. Weigh Your Decision Well
Study the impact of rebrand execution, make an analysis of how it would strike between your target audience, the name, the type of image, the corporate colors, the chosen sources, etc.
Keep in mind that changing the brand is always a transcendental decision. Therefore, it is not recommended to change the brand unless there are a few weighty reasons because branding is the most valuable asset of your business.
Once you have taken the decision to rebrand, going back is not an easy matter, so think through this decision well. Obviously, for whatever reason, before rebrand execution, know all the pros and cons of your decision. To make an informed decision, consult a firm like brandmatters.com.au to weigh your options.
2. Progressively Implement Your Rebrand Execution with Firmness
The ideal thing is that the change and implementation of the new brand is applied to all possible elements which include:
- Business cards
- Other graphic elements
3. Work in Parallel with Previous Brand
It is not necessary that you eliminate the name of the old brand at once. Keep it and take advantage of the commercial base and contacts the previous brand has provided throughout this time to make the shift to the rebrand without hassle and loss.
4. Inform Clients and Suppliers
Inform and keep updated your clients and suppliers with your rebrand execution, keeping in the background the previous brand name until you have established your new brand.
If you have staff, obviously they should know about this decision well in advance, so that they can become the best prescribers of the change and also communicate everything in their environment with an optimistic and positive vision.
5. Avoid Confusion and Be Direct
You can employ several ways to do it, i.e., through phone calls, newsletters, emails, at an event, etc. when you go for rebrand execution, always explain the date and the brand name clearly. You must communicate it one by one to all your customers, since it is worth the effort.
6. For Web and Emails
Set the redirects to the new web address and all the necessary information, as well as incoming emails that will arrive for a few months to the old address. For social networks, change the name and adapt the rebranded design.
Make a good communication strategy by showing your customers, suppliers, target audience, etc. that the rebrand is for a good reason.