Many people misunderstand the term rebranding to merely changing the logo, design, and names. However, rebranding allows businesses to engage in a complete change in the appearance and customer experience of the brand. It provides a facility to bring some minimal change to rectify some major issues that their business would be facing in a long time.
However, it is significant to understand that businesses rebrand when they face issues in the conventional processes. If you do it just because you thought of making a change or it had been a long time since you changed your logo, it is revamping.
There can be many assumptions or confusion when you rebrand. It is considered best to rectify all of that before you implement your plans or do things in real-time with yourself or someone else such as a branding agency service provider.
Among both the processes, rebranding is a bigger umbrella where visual changes and transformed business models are adopted with an objective to address real process issues.
Why Do You Need Rebranding?
I mentioned that rebranding addresses real process issues in businesses but what are these issues? There are several characteristics and impacts of those issues such as;
- Reduced traffic on your website
- Drop in the number of potential leads
- Non-productive content strategy
- Idle approach on social media
The objective of rebranding lies in transforming the image of the brand regardless of the identity of those perceiving it. It means when you rebrand your business, you do it for your customers, investors, competitors, employees, partners, and for everyone who visits your social media pages and websites or any other resources.
Different Components of Rebranding
If you coordinate with different service providers, they may provide different packages of branding services. It does not mean that any company would be incapable of offering something rather they may like to keep most-asked rebranding services at one-place and rest as part of their custom packages. You pay for what you need or want for your business. There are different components or ways to rebrand your business. You may decide which ones you want to utilize.
Let’s have a look;
1. Brand Name
A brand is recognized by its name. That recognition for their name is earned through a lot of other things that make you a quality service provider and become recognizable with your name. When an organization changes, it should consider the possibilities. There are companies that had to face a drastic impact over their existence just because they did not keep the transition smooth. Yes, changing your business name can be advantageous at times but only if it is done with systematic planning and not just you feeling bored of your older name.
2. Visual Branding
There can be several ways of adopting a sense of transition to the perspectives of your audience. The most significant of all is through visual branding. However, it is recommended to adopt visual rebranding techniques. Businesses can revamp their logos, themes, typography, and packagings to engage more customers.
3. Brand Identity
Since the core objective of rebranding is to change perspective, it becomes eventual to comprehend that brand identity brings a change in brand identity. It should be understood that evolving brand identity can tender results on either side of the line of profit so smart planning and approach are what every organization should implement before they make a shift in the brand identity of any kind.
4. Change in Legacy
If a business administrator that their competitors are providing the same kind of service to their customers, more compatible. If he gets to understand the fact that his organization is not doing an apt job to make their services or service delivery customer-friendly, he would reconsider the strategy. Now such an approach would bring a shift in the legacy of the organization at least from the objective of the business administrators in the eyes of their audience.
5. Authentic Branding
This type of rebranding indulges in real-time changes on the ground for an organization. Most of the rebranding processes are done digitally or virtually. The aim of authentic branding is to bring things to reality. For example; having a green logo including leaves does not make your product or business eco-friendly but things you do on the ground do. If an e-learning platform posting on education and career all day long launches a scholarship or skill-based program, it alters its image far ahead just being an e-learning platform but as a transformative source of education.
6. Internal Branding
Cortney McDermott’s book titled ‘Change starts within you’. That is what internal branding is all about. The fundamental concept of internal branding says that if you want to change the perspective of your business in the eyes of others, start from your resources. Your employees and partners are the best people to discuss your new vision or mission with.
7. Pricing & Distribution
Pricing is a crucial factor that may or may not let people choose you among the contenders. It is important to keep and prove yourself cost-effective and cost-competitive. While rebranding, you should check if there are any loopholes or obstructions in the conventional service delivery models you utilize. If there are any, it is time to change.
Tips for Best Rebranding in 2021
Rebranding is all about changing the perspective of your business in the audience’s eyes. The approach of rebranding followed by many organizations is to indicate a transforming vision through the adoption of slight visual changes in the entities.
Let’s comprehend how you can accomplish the successful rebranding of your business in 2021.
1. What’s Your Objective of Rebranding?
You want to rebrand yourself. But what for? Are you bored? If yes, don’t. If you think it has been a long time and people might expect you to change, don’t rebrand at then either. However, if you have a large base of customers or you have a potential backup in case of any backfire, you can have the flexibility to try things out.
For businesses of any size, it is important to understand why they need to rebrand. If you are getting enough engagement on your website then you can start from small things with strategic planning. You can take the help of a web development company to help you reconsider the design and development of your website or even to rework on your social media platforms.
2. Speculate Issues & Customer Experiences
You were facing some issues while delivering the services through your website but are actually working on customer experience. This may increase your work and divert your focus from first things. If you want better customer experience or engagement on your website, you can do it separately with a different approach but if your website does not rank well, people ignore your posts, that is a different issue you need to deal with first because these can be some foundational problems requiring more time.
3. Don’t Miss the Trends
While rebranding, the foremost thing to remember is, you have to keep yourself aligned to the market and its trends. Otherwise, even after putting in loads of money and time, you will experience your contenders bringing in something newer or doing something better than you. Trends help you keep up along the market and do not miss out on things.
4. Make People Talk About It
Rebranding is a positive transition you bring to your business. Thus, the goal should be that everyone finds it positive. There have been many cases where businesses changed their logos overnight and face a significant downfall in their growth. Before you adopt new things, make your customers take an interest in them.
Social media is the most-used tool to take people’s interest in brand campaigning. You can launch campaigns or take open suggestions from people on your new logo or tagline.
5. Never Overlook Existing Customers
While you rebrand, it is best recommended to plan your strategies considering both your targeted audience and existing customers. Strategies that are helpful for both new customer engagement and retention help organizations earn a strong and large base of customers.
Long-term customers can act as your partners who would suggest new things. They are the best people to discuss your rebranding plans. If you do not get a positive response from them, you may need to rethink. It helps you to create a better connection with your existing customers, make them realize that you value them, and strengthen your base in the market.
I tried to discuss everything you might need to know about having an enriching rebranding plan. From logo to website redesign, all of that need your attention and your customers’ engagement. Rebranding is all about changing things from one to another on-time and never while making haste.
I would recommend you to get in touch with a web development company or any individual expert who has ever worked on rebranding projects. Whenever you choose any such service provider, make sure that you have one with versatile experience and expertise because things can go either way for anyone if not dealt with potential.
Tom Hardy is a senior web developer who has been working with a leading web development company for many years. He possesses an interest in sharing his knowledge on technology through blogs, journals, and social media.