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Rebrand Your Business Without Losing Your Audience

Rebrand Your Business Without Losing Your Audience

Learn how you can change the image of your business while keeping your existing customers.

  • Rebranding your business can mean changing your logo, mission and even your name.
  • Before starting this process take a look at your plan and motives for changing your brand.
  • Engage with your existing customer base during the course of the project.
  • The article was written intended for small-scale businesses looking to change their brand.

mediaindonesia.net Rebranding can take on many ways, from changing the name of your business to adopting an entirely brand new model for business. As these changes take place, businesses should be able to connect with their customers.

Can you rebrand the business you run without losing your target audience or disappoint your existing customers? Find out what a brand rebrand requires and learn for business leaders on how you can make it work.

What is a rebrand?

Modernizing design

Your business might have outgrown the style that you originally created several years ago and perhaps you’re due for a fresh look. The overall design could include your company’s logo emails, colors for your brand, website and business cards. Since all of these elements in design are closely linked to your business it is essential to dedicate considerable time and money to design a complete plan that covers every element.

Revising mission and vision

A successful business has to adapt to the changing world and evolving customer needs. Perhaps your company started out with a particular product, but you’ve since expanded to include more items that are popular. If an opportunity to grow or expand into the market in a new way and you need to reconsider your the strategy of your brand to ensure that customers remain connected. It is crucial to continuously analyze how your clients interact with your brand, and then adapt to their new preferences.

Naming your company

Similar to the style the business you run might have grown beyond the name. Maybe your business merged with another, and your name should reflect the new relationship. Whatever the case the name is what is most commonly associated with an organization, and so the decision to change it should not be done lightly. Names should be reflective of your company’s image and reflect your primary purpose, but be capable of adapting to future expansion.

What are the things to think about during an effort to rebrand

A brand-new logo for your business can bring value in terms of market share, customers’ engagement while also making you stand out from your competitors. However, it is an extremely complicated task that requires strategy, planning and study.

1. Be aware of the reasons you are changing your brand.

Rebranding your brand is a huge task that requires advertising, web presence and client database, as well as employees and the mission. It is more likely to be successful if you identify the compelling reasons to make changes.

As the director of marketing and customer service in the company RetireReady Solutions, David Black led the company through a rebranding process that included both a massive name change as well as a new focus of their services. In their case, a change in branding was essential to boost growth and to clarify their offerings. But, if this isn’t what you want for your company the branding could cause more harm than good.

“If you don’t think it’s necessary there are other methods to grow your company,” Black said. “If your business is considering a rebranding strategy ensure that you be aware of everything that will be affected and take into consideration the cost, time and effort that’ll be required and whether the “return on investment] will be enough to justify the effort and expense.”

In the time that Rod Hughes, president of Kimball Hughes Public Relations, was in charge of the company’s rebranding as Kimball Communications, he worked to reveal how the move was principally about gaining and maintaining the trust of their clients.

“I was a founder andpartner in the business in the year 2016 We wanted our clients to know that when they worked with methat that they worked with an decision maker in the business,” Hughes said. “We considered it important for our clients who are already with us as well as potential clients, to be aware of the continuity of leadership as well as a long-term plan for transition managing the company.”

2. Develop a thorough plan of action prior to starting.

A lot of businesses are shocked by the complexity of the process of rebranding. Although initial plans could focus on a new brand name and the appropriate domain, the entire process is likely to require the development of fresh logos and items, a new web design and information, guides to products as well as the services you provide and the clients you are looking to acquire. In order to ensure that the process is running smoothly and you don’t lose customers make sure you have a strategy that you have in place before starting.

“The decision to rebrand the company was quite simple to make,” Black said. “The problems came from the process and details. As with peeling back layers of the onion. You aren’t aware of the complexity of the rebranding process until you’ve delved deep into it.”

Consider the changes that have to be implemented as and which aspects of your business and marketing plan will change. Define members of your team responsible for each aspect that includes making design decisions to interacting with the public.

“Rebranding is a method by which you re-evaluate your goals and goals for the future … So, ensure that it is reflected in your branding materials , as well as in the mind of your clients,” Hughes said. “It’s an important undertaking and is best considered as such.”

3. Prepare for any questions or worries.

Engaging with customers throughout the process of rebranding is crucial to maintaining existing customer relationships. If your customers aren’t aware of why the changes are taking place they could lose faith with the company, and you may see significant declines in sales.

Brian Moak, owner of HEART Certified Auto Care based in Chicago and changed the name of his family’s business to make it a nationwide franchise. But , as he went through the process, Moak discovered that a lot of his customers were worried about the change in name and expansion meant that the family-owned business was sold out. To keep their faith, Moak worked to anticipate the questions that customers might be asking and provided answers before they moved their business elsewhere.

“During the process of rebranding make sure your message is simpleand straightforward and clear, and be sure to address people’s fears and worries,” Moak said. “Change can be scary and the people … require clarified explanations and assurance to be able to comprehend, agree with and be a part of your brand’s vision.”

When the marketing agency RepuGen was formerly GMR Web Team – rebranded to target customers in the healthcare sector the founder and owner Ajay Prasad discovered that understanding the needs of employees was as crucial as anticipating the needs of customers. The employees, he noted they are the ones accountable in communication with clients and without their understanding and support customers are left in the in the dark.

“Make sure that you have a valid business motive to change your brand name,” Prasad said. “Discuss it with your staff and get their support. This way employees will be able to convey the message to existing customers and prospective clients and know the objectives they’re expected to track. Each rebranding effort is designed to boost a business’s performance and everyone should be aware of the expected changes.”

4. Publicize your rebrand.

The process of communicating with your customers does not require being internal or even confidential. The executives found that speaking about their rebranding as publically as possible did more than help keep their existing level of business, but it helped increase their sales.

“We … employed Social media and press releases as well as media contact to interact with our customers and people in general,” Black said. “We noticed an increase in visitors to our site and a greater interest in our business because there was a clearer comprehension of the services we offer and was also easier to locate us in Google and other search engine.”

When the Moak team made a statement regarding the motivations behind the rebranding of HEART, his customers came forward to show their support and encouragement. “Our customers are delighted they are able to broaden our reach across other cities,” he said.

Kris Gosser, vice president of marketing at Shipium who was responsible for the rebranding of his previous business, Datica, right before the biggest trade show in the industry in the calendar. With such a prestigious occasion coming up Datica’s staff was scheduled to discuss the new brand and the motivations for the decision.

“We have received an overwhelming favorable reaction from our clients,” Gosser said. “They were very pleased with the new name, brand identity, new visuals and the new look and feel on the market. Our customers were more content to be associated Datica Datica as opposed to the brand we used to have.”

5. Get your current customers ready.

Strategies such as being open about the rebranding process and having a clearly defined strategy to achieve it will go a long ways in retaining customers. The best method to prevent a decline in the business is to concentrate on providing top-quality service regardless of the other things happening. Find out more about keeping your customer service up to date to prevent drop-offs in your business.

“If you can, make sure that the change in branding affects your current clients as little as you can,” Prasad said. “It will take some time for the new approach to begin paying off, therefore you should not expect the current revenue stream to decrease.”

As part of its rebranding, RepuGen narrowed its client-acquisition target to the healthcare industry. However, Prasad ensured that customers who aren’t healthcare providers were aware that they are not forgotten about. “We issued a mass email [via email] informing clients that we’ll only accept businesses that are healthcare-related as new clients and they will not be affected by the change. Our clients love us, and none of them was unhappy with our new positioning decision. We even kept our previous website up and running … as well as even told our clients who are not health care professionals to visit it.”

Hughes discovered that his company’s redesign took more time than he had anticipated partly due to existing customers required the company to make them its main goal. “The process of changing the brand name will be more time-consuming than you think,” he said. “Competing priorities, particularly those of the ones that involve customers or clients will always require your attention and time prior to the redesign.”

This decision to hold off on the rebrand to concentrate on service has paid off, Hughes added. The company hasn’t lost any client during or after the rebranding and customers who have been with the company for a long time are just as satisfied as the new ones.

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