You've rebranded: Business cards are arriving by the caseload, new social media accounts are all set up and your e-commerce site has undergone a much-needed facelift. So what comes next, now that you've updated your logo and look? How can you ensure the excitement of a rebranding strategy carries over into your corporate culture, public perception and ultimately your sales?
Ask Yourself Why
To get where you're going, you need to understand where you've been. When it comes to your rebranding efforts, this means that you must have a solid understanding of why you made the transition. As noted by Minute Hack, your aim could be to attract new talent, update your identity or distance yourself from mistakes you've made in the past. Whatever the reason, your rebranding strategy won't pay dividends without a solid "why."
According to Marketing Land, another key to rebranding success is consistency. This means that both big and small details regarding your name, logo and mission — everything from your tagline to domain name, product packaging and even font color choices — need to be consistent across your digital and physical channels. By establishing this consistency, you can improve employee buy-in, as it will be clear that your strategy isn't just a flash in the pan, and increase customer recognition, once your audience is familiar with your new persona.
Take a Hard Look
Sometimes rebranding doesn't go as planned. What does it mean for your business if your rebranding efforts don't produce solid sales numbers? Of course, it's important to remember that it's common to have an adjustment period. But if consumer reaction is swift and brutal, or the campaign is dragging on with no measurable success, it may be time to reconsider your rebrand.
Value the Journey
While a total rebrand is the ultimate goal, Peter Ruppe — who led Nike's basketball business for nearly a decade — notes in Rising Above the Noise that it's important to "prioritize the value of going through the brand development process." After all, this is your opportunity to really dig into what makes your company special, what you have to offer and how you want the world to see you. Take your time, get it right and you'll have more success when it's time to roll out the new look.
Toss the History
As noted above, history is a critical catalyst for rebranding efforts. But according to REBRAND, you can't let the past define your future course, as assumptions made about target markets or company expectations may no longer hold true. Put simply: Embrace what is, not what was.
Tell Your Story
Ask yourself: What's your story? And how does it connect with customers? If you get this right, consumers will spread the message for you, helping speed the uptake of your new brand.
Overall, if you're rebranding, it's important for you to make sure that you're ready to tackle more than just a new look and logo.
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