This morning Little Jack woke up, took a shower, got dressed and looked in the mirror. Little Jack returned to the closet grabbed a new outfit, changed into it and looked in the mirror again. Today was one of those days – Little Jack just was not feeling it. So Little Jack returned to the closet, set aside the shorts and button down shirt and went with his go to power outfit, his seersucker suit!
We’ve all been there. In our business we may be stuck in our ways and it took an outsider’s perspective to identify that, even though we are technically efficient and producing better work than ever, to the public our brand perception may appear a little rough around the edges. Or we first identify, if we are fortunate and self reflective enough, that our brand and our business has become stagnant and it is time for a change. Just as you have evolved over time to stay relevant so should your business.
Here are our 5 tips to successfully rebrand your business:
Start by asking yourself and your team questions, and we mean lots of questions. Why is it time for a rebrand? How will this rebrand drive revenue? What will this rebrand consist of? How far into the business will this rebrand affect? Logos? Operations? Customer service? Customer experience? What is your mission? What is the possible downside to rebranding at this time? When would a good time for a rebrand be? Your rebrand should either address an issue, evolve for trends, growth through lateral thinking (Serious Creativity andNew Think: The Use of Lateral Thinking by Edward de Bono) or a combination of them.
The extent of your research could be daunting and a time consuming activity depending your business. However, research always plays an impactful role in business. Start by talking to people. Ask your customers, employees, business partners and industry experts their opinion about your company. Ask for them to be candid and give all the positive and negative feedback they have (you better be ready to get that chip off your shoulder and be open to the feedback). Get feedback on aspects such as price, value, customer satisfaction, and brand differentiation.
Next, study what is taking place inside and outside of your industry. Has your market changed? If so, how? Are you, your products, and your services still relevant?
And finally, research what your competition is doing. What can you do better? What opportunities are they creating for you? The purpose of research is to identify opportunities, pitfalls and strategies.
3) Create an Action Plan
Now that you have a vision and you have determined that rebranding is best for your business it is time to create your plan. Your rebranding effort will be just as important as how you would interact and deal with your customers. Rebranding involves more than cosmetics and can involve everything to daily operations therefore a detailed plan of how to execute is needed. Important aspects to include in your action plan are overall timeframe for adoption, on-going efforts, people in charge, milestones, and metrics for assessing your rebranding success.
4) Leverage existing brand
What you were doing up to this point couldn’t have been all that bad. You are still in business right? Don’t dismiss your brand equity. You don’t want to alienate established customers and the best way to ensure a healthy transition is to make them part of the process. It will open up communication, give you valuable input into your business, services or products and help build a community of loyal customers, word of mouth referrals and buzz along the way.
5) Get everyone on board and keep everyone on board
If you and your employees who live the day to day experience of your brand don’t believe in it, neither will your customers. Have a creative brief that explains and helps align your employees with your brand and what that means on a daily basis. Have open communication with your employees and be open to their feedback and possible resistance. Change isn’t easy and it will take flexibility AND assertiveness from everyone involved in your business.