Common Mistakes Businesses Make When Rebranding
Rebranding is the process of changing the way a company is known to its audience. This includes changing the logo, slogan, and sometimes even the product itself. Businesses typically rebrand when they want to extend their branding into new markets or reach new customers.
In addition, it can be used if an existing brand no longer resonates with consumers due to certain factors. Also, as some companies shift focus from one market segment towards another, this may use a new strategy (market position), creating the need for significant change along the marketing communications front, including identity/logo design.
This blog will explore common mistakes that companies make when rebranding.
Lack of Research
Many brands overlook the importance research plays before embarking on any brand overhaul or new branding exercise – especially if it’s done without consultation from marketing team members involved!
Having researched thoroughly beforehand will ensure better understanding at all levels. It may seem like extra work, time and effort; however, this can be worth every minute in ensuring a successful outcome later down the line. Having clear goals which focus upon customer interaction helps keep things more defined. A successful rebrand will include a deep understanding of your target audience and what they want from your company.
Changing the logo too drastically
A logo is one of the most important aspects of a brand identity. It’s used on all marketing materials, in the company’s name, and even on the storefront. Changing it too drastically can result in a great deal of confusion for customers and cause them to lose interest in your brand altogether.
This is why hiring a logo designer with extensive experience when rebranding your company is very important. A professional logo designer will know how to make subtle changes that will improve the look of your logo without changing its overall appearance or message.
Not making the change transparent enough
Many companies fail to realize that rebranding isn’t simply a cosmetic change but rather a complete overhaul of how they do business. This means that every aspect of their business needs to reflect their brand’s new look and feel. A rebrand is an opportunity to change every aspect of your company, and if you aren’t careful, you could end up losing a lot of business in the process.
Not telling your customers about the rebranding process
Keeping your customers in the loop during the rebranding process is essential. You wouldn’t want your customers to be surprised when they see that your logo has changed.
If you don’t tell them, they may think you are going out of business and take their business elsewhere. It’s best to let them know that you are going through a rebranding process and why.
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