Are you ready to breathe new life into your company? Rebranding might be the answer. A fresh new look might enhance your image, leading to increased revenue. Polishing up your logo can have a far reaching, positive effect on your bottom line. It can set you apart from your competition and entice new customers to check you out.
But before you rebrand, consider that changing the things that identify your company can have detrimental effects as well. It’s a bit of a double edged sword. If your changes are not well received, rebranding can also be catastrophic for your business. Any time you draw attention to your company, you run the risk of negative publicity.
For this reason, before rebranding, carefully analyze the current culture of your company, your products and services. Is changing things up in the best interest of your company? It reminds me of the old adage, “If it ain’t broke, don’t fix it.” Rebranding can have unforeseen consequences. Having a specific desired outcome for rebranding before you begin is an integral part of the equation.
Changing your brand is not just an appearance thing. It’s a cultural shift for your company. It’s a process that takes time. Therefore it should never be knee-jerk reaction to something. It requires a comprehensive examination of your day to day operations. Sometimes it requires a third party to come in and make recommendations for rebranding. At very least, consider input from your company’s stakeholders. They can bring an acuteness of judgment to the process.
These questions might help you in your decision on whether or not to rebrand your company:
– Does our current branding correctly reflect who we are, what we are doing and what we sell?
– Is our current branding such that it entices our customers and prospective customers and does it leave a lasting positive impression? Is it memorable?
– Is our current branding dated? Has our company’s look and feel changed with current design protocols and trends? Does it accurately reflect our own changes in the products and services that we offer?
– Is our company being misclassified because of our branding? Are our own changes in products and services that we offer while staying true to our core values, personality, and vision?
Rebranding can create new possibilities for your company and have a favorable impact on your bottom line. Done right, it will create buzz and excitement for your company, your employees, your products/services and give your image new life.
But it won’t happen overnight, nor should it. Remember:
Rebranding is a cultural shift, not just a fancy new logo. It is an attitude, in a sense, that requires all hands on board. A hasty rebranding effort diminishes the results and can be disastrous for your image.
Don’t go it alone. Seek the advice of a third party and your company’s stakeholders. You shouldn’t be your own audience here. Any rebranding you do will affect loyalties you may have for your current brands.
Carefully consider your end goal before undertaking any rebranding initiative and align it with your company vision/roadmap. Without a clear picture of what you are trying to accomplish, you are doomed to fail in your rebranding efforts. Change for change sake has no place in business.
Finally, your new branding should inspire. It should be a step in the engagement process leading to unrelenting loyalty for your business.