How to rebrand successfully
Making changes to your brand can be a risky business. Just look what happened when Coke attempted their image change in 1985, cue u-turn, and Royal Mail attempted to dress up in a sexier outfit and call themselves ‘Consignia’? – The result was that the attempt was *ahem* consigned to the cutting room floor. So why did these rebrands fail and what do you have to do to ensure that your rebrand is a success?
Do your research and create a rationale for your rebrand
One of the most important things you have to do when deciding whether or not to rebrand is to do your research. A re-brand should not be a kneejerk reaction to a competitor’s move (i.e. Coke’s 1985 disaster when they panicked about the Pepsi challenge) or an isolated internal decision that has not sought the opinion of all stakeholder groups (Royal Mail – Consignia case).
Don’t forget your existing customers. Who are they? What do they like about you? What do they feel you are doing well? What do they think you need to improve upon?
You must look at the marketplace you are operating in, where are you in terms of the competition? Where do you want to recruit new customers, how many are there, who are they, what do they want? Why do they want your product and service, what can you offer that others don’t? Really get to know them and what makes them tick
Don’t forget your existing customers. Who are they? What do they like about you? What do they feel you are doing well? What do they think you need to improve upon
If you’re introducing a new product or service what is
This will ensure that you are looking outwards and will help you to build a true picture of what you look like now and what you want to achieve, and may well throw up some surprises!
Shape your new brand
Once you have carried out your research and really understand the problems a rebrand needs to solve you can begin to shape what your new brand should do for and say to customers.
- What characteristics or qualities do we want people to think of when they hear our name?
- How do we want our customer to feel when they use our product/service?
- Do our products/services live up to these ideas? If not, make changes at product/service level before you do anything else.
- What do you want to retain from your existing brand-where is the real ‘heritage’, and where do we need to build new values and promises.
Develop your internal
Do not even attempt to roll out a new brand without first training every staff member in the new brand. Why are you carrying out the rebrand? What does it mean? What changes do you want your staff members to make to ensure that their behaviour is ‘on brand’? If necessary incentivise these behaviours to make sure there is
Be relentless in communicating your rebranding efforts
Once you launch your new brand be bold and relentless in its communication. Don’t water it down or ‘forget’ to use it. Make sure that all your internal and external
Expect a ‘response’ and be brave
Hopefully, your new brand will be well received and will quickly help you to achieve your business goals. However, you will always have detractors who ’ liked it better before’ or to whom ‘it doesn’t make sense’. People fear change but be brave! You have done your research and you have rational, business-led decisions for conducting the rebrand. Give it time and let your bottom line do the talking!