A fresh start. A new beginning. Tabula rasa. We’re always looking for a refresh, whether it’s of our wardrobe, workout routine, or even career. Times change, and we’re drawn to change with them. And you know what? Your brand feels the same way. A living, breathing being with a life of its own, your brand — like a person — needs to adapt to survive (and, hopefully, thrive).
Enter the rebrand. Rebranding is a reimagining of the current image, messaging, and attitude your business is sending out to the world. And it’s vital to the longevity of your brand. Here’s why:
Rebranding fends off a flat line.
Do you notice these telltale signs in your company?
- Your audience isn’t engaging socially.
- Your marketing materials aren’t getting any response.
- Your promotions garner little participation.
- Your target audience seems to be losing interest.
- Your competition’s business is booming, and your flat line is looming.
These are not coincidences. Do your homework to find out where your brand most needs a refresh. Ask friends, send out surveys, or hold focus groups. You may discover a disconnect between the image you have of the brand and what the audience’s actual reaction is. A rebranding sounds like a lot of work, but there’s one good thing about identifying these brand fractures: It gives you the opportunity to rebuild them even stronger.
Rebranding keeps you relatable.
A relevant message is paramount to any brand. Your message has to hit the right audience, at the right time, in the right place — a precise mix that often takes careful tailoring to discover. Plus, it’s natural that your customers and industry will change. You just have to change with them.
Everyone gets on the same page.
When your staff or customer base is confused about your brand, your competition may start to pass you by. You might see less and less return on investment — and that’s just the beginning. As soon as you notice these pain points, you need to evaluate whether a rebrand could be your salvation.
That being said, you never want to completely abandon your original brand messaging. Your customers should still feel like they’re doing business with the same company — just a different and better version. To make the transition as seamless as possible, ease them in slowly. Transition your colors, messaging, and elements piece by piece. And no matter what, keep your company’s mission the same. (The exception is in special circumstances, like when you want to completely rebrand and target an entirely new audience.)
You stay ahead of the game.
It’s inevitable that competitors will introduce themselves in your industry — and to keep up, you’re going to constantly need to update and revitalize your brand. But practice makes perfect. In the long run, if you’re always thinking of ways to reinvent your current brand messaging, it will be easier to stay relevant.
Convinced your brand could benefit from a clean slate? To learn how to dive in to a rebrand, watch for part two of this series: How to Take the Rebrand Plunge.
Danny DeMichele is the founder and CEO of Incubate, a digital marketing agency specializing in SEO, PPC, web development, and design. Danny has been building and managing online businesses for the past 14 years and is a thought leader in the digital agency world. Danny welcomes anyone to reach out to him on Twitter@Danny_DeMichele or on Google+.
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