Rebranding is quite common among bigger companies, and sometimes in smaller ones as well, and it has been like that for many years. Well, sometimes a simple rebranding can fix all of your problems, and if that is the case then you should make sure that before rebranding you know what you are doing. If you do not, then visit BrandQuest at brandquest.com.au.
There are many people who are not familiar with the process of rebranding, and some of them are CEOs of major companies. Well, you do not have to be a professional to be able to rebrand successfully, but you do have to know somebody who does have that knowledge. In many cases, the CEOs will hire a marketing and branding consultant to help them rebrand.
First you need to answer this question and then you can rebrand
The reason why people tend to hire a professional to do their job and to help them understand a bit better is that they do the job right. On another note, unlike when you actually hire somebody for full time, as soon as your company has been successfully rebranded or you have reached the goal of your deal, you and the consultant can easily part ways; no strings attached.
Getting rid of an old image?
This is one of the most common reasons why people want to rebrand their company’s name and change their image. When you look at the image that your company stands for and the message that it sends, and you can no longer relate to it or your product, maybe you should rebrand. Also, if your company has hit a rough patch of wrong rumors and associations, rebranding might help.
While not many companies had this issue, one major did; Burberry. Because of Burberry’s associations with the gangs and thugs in general, people started banning it from their stores and so on. After nothing worked, Burberry worked aggressively to rebrand its name and it worked. If you have the same problem, just consult with the branding consultants from BrandQuest.
If you want to reach out to a new audience or positional customers which will help your business move forward, then it is very necessary that you step into a new demographic. A great example of this is the crowded market for alcohol in America. As soon as somebody hears the name Pabst Blue Ribbon, everyone has the same image in their mind.
Create a plan and follow it through while documenting everything
The original mission
While having a mission when you start your company is a good thing, do not cling to it if it is already dead. Rebranding is here to take care of your old image and create something new and more attractive. If you continue to cling to something that nobody understands or wants, then your business will surely fall.
Is your name all you’ve got?
This is quite self-explanatory, but if you do not understand what it means to have an example. When somebody tells you to imagine a soda, the first one that comes to mind might be Coca-Cola, Pepsi or other because those brands have made more than just a simple name.
The biggest problem that businessmen have is clinging to something that is already gone. This is understandable if you are the one who created your business on your own because the brand means a lot to you. But you need to know when to let go, otherwise, your whole business will be doomed.