What do you need to know before rebranding?

Posted on 25th February 2016

If you are reading this article you might be thinking of rebranding your company. Great! Well, before you go any further you should first ask yourself the question ‘why are you considering rebranding in the first place?’.

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Is your target audience changing?

Have you lost a connection with your brand?

Is your branding sending an out-dated, misleading message?

 

If you have come to the conclusion that your company needs rebranding, then stay with us. We will tell you everything you need to know to rebrand business.

First of all, what is rebranding?

Rebranding is a marketing strategy used in business in order to refresh the brand. That could mean changing the logo, advertising and the core message of the product or a service. Usually the aim is to either widen the target audience or distance the company from negative associations with the brand.

 

Let’s look at a few examples of successful new branding:

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Old Spice.

Old Spice was associated with old-school deodorant and the brand lost its sales. The new branding was crucial in saving the company. Old Spice did its marketing research and found that 60% of deodorants for men are actually bought by women. That’s why the company decided to aim its new marketing strategy at a female audience. It worked! The campaign: ‘The Man Your Man Could Smell Like’ took the Internet by storm and made Old Spice cool again.

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Apple.

Back in a day, Apple wasn’t as popular and successful as it is now. Shocking, we know! The decision to remove colours from the logo of the company changed the brand to that of professional and sophisticated. Additionally, a new logo design which removed the word ‘computer’ from the logo allowed the promotion of other Apple products. Launching innovative technical gadgets like iPhone and iPad which were ultimately very successful and presented the company as a leader in both sales and marketing within their industry.

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Burbury

Burbury’s famous check design, at one point, was unpopular and was even banned from a few cities in the UK due to being linked to hooligan activities. The company decided to turn things around and rebrand business into a high- end contemporary British fashion. Involving celebrities promoting the style, the business gave the branding a new, glamorous look.

 

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Do your research.

It’s good to learn from other people mistakes. Look at the previous examples of rebranding, both successful and the unsuccessful ones. A few famous brands, such as GAP, have had disastrous rebrand business attempts and have been forced to revert back to their previous branding as a result. Sometimes changes aren’t always the best solution. Secondly, it’s worth checking out your competition and their branding for ideas. See what they’re doing right and how can you learn from them while also comparing your sales to their sales to analyse the effectiveness of their marketing strategy.

 

Think about your target audience.

If you target audience is changing, it is very important that you do marketing research and find out which demographic group you will be targeting for sales. Every audience is different, this is why determining your targeted age, sex and even financial status, is very important. We suggest completing a profile of your potential customers so that you can use this when creating a marketing strategy that will work for this demographic. This will help you with clarifying your company’s brand and values.

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What do you want your clients’ to feel?

Good branding should be evoking certain feelings. So think what would you like your target audience to feel? Should they be excited? Happy? Inspired? When developing your marketing strategy do so with the aim of igniting these feelings.

 

Branding does not only mean tweaking the logo design.

Branding is everything. The logo, style and a core message that the company wants to associate with. Making that decision of rebranding involves careful consideration of all the aspects of your company. Everything needs to reflect the same style including the logo design, advertising, stationary and even social media. Rebranding quite often means reordering and updating everything from your business cards, letter headed paper, logo design and company’s website. That’s why you shouldn’t rush. Rebranding can takes months however if it’s done properly, it can gain you new customers and boost your sales.