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What is rebranding? – 10 steps for successful implementation

Miles Net Inc

Jan 5, 2024

Today you will learn what rebranding is and how to apply it so that the result is a success. You will identify the exact moment to do it and the specific steps to follow.

We are in an era where cycles are very short and we have to constantly reinvent ourselves. Constant updating is the key to gaining more customers and maintaining high profitability.

What is rebranding – How to do it right?

The key word to define what rebranding is is “strategy”. Yes, it is a strategy to be applied when it is necessary to modify those elements involved in the identification of a brand. Whether it is the logo, the typography or the colors.

The goal is to boost recognition with your customers when your brand reaches a point of decline. This encompasses a process that may consider changes in design or in the elements that characterize your campaigns. These modifications seek to reconnect with your target audience and conquer new audiences.

10 steps to achieve it

Here are the steps to take once you are ready to do a rebranding.

Know and clearly define your brand

Review the trajectory of your company to detect the peak stage and the beginning of the decline. You should also reflect on your value proposition to contrast it with that of the competition. The idea is to have a unique proposal that you will express from the rebranding.

2. Who is your audience

The rebranding stage helps you to better define your target audience and the effective way to reach them. It is therefore advisable to research the market to capture their opinion. How has it felt lately with your business or brand? What are your new expectations?

In this sense, the focus groups are effective to measure in detail the users’ perception of your products. At the same time, you can know in advance the impact of the change you are about to make.

3. What are your priorities and your budget

A rebranding strategy is not something that is done at random, you must know what you have and how much. To do so, you must be very clear about the central objective of this plan.

Rebranding is a process that consumes time, effort and a lot of money. You must do the calculations to foresee how much you will have to invest and the possible obstacles. Meet with your team and discuss what will be needed.

4. Prepare everyone for change

One obstacle to overcome is the rejection of change, so you must demonstrate that what is coming is better. Do screenings where you showcase your partners:

  • Expected growth rates.
  • Comparisons of resources consumed.
  • Comparisons with successful cases.
  • The resulting return on investment.

Convince them that the strategy is necessary and that the benefits will outweigh the investment.

5. Renew the concept

Rebranding includes the redefinition of the concept of your business. You must have a team committed to contributing their best ideas at this stage. The new image must convey all that is implicit in this new approach.

Whether you change your corporate tagline, add a new color to your brand, etc., everything must be aligned. Perhaps the idea is to improve customer service or create a friendlier work environment. Likewise, elements that can generate a positive response in the client should be incorporated, such as:

  • Voices
  • Colors
  • Forms
  • Typefaces
  • Sounds

These characteristics are definitive for the customer to identify your brand immediately.

6. Make everything legal

If you are going to change your name, make sure that the name you have chosen is not being used by anyone else. A consulting service can help you to be sure of this aspect. This way you will avoid unexpected changes in everything that involves the identification of your company.

7. Communicate with your collaborators

Inform your employees of the changes that are being implemented so that they are well assimilated by all. Make them an important part of it, let them know the meaning of this new image and what it projects.

8. Announce correctly

Once the rebranding is created, you must also create an effective strategy to advertise it. Let your customers see that this change will give them new and satisfying experiences with your products and services.

A change in design or colors means nothing to your audience if they’re going to keep getting the same thing. Let them know how important your new image is to them and that they will get better benefits.

9. Develop an effective marketing plan

When creating the ad campaign, select the best media and the right time to launch it. It begins to announce that something new is coming at least two weeks in advance.

In this way you will achieve a good connection with your customers by creating a strong and positive expectation. This will trigger comments and interactions on your social networks. An interesting relationship will be formed with new customers that will guarantee excellent sales in the future.

10. Eliminate everything that is out of date

Everything that has to do with the old design must disappear, this has to do with your identity manual. Launching a revamped design when there are still vestiges of the old one will make you look bad. Launch on your anniversary date or on a day that is representative for your target audience.

Give a new image to your business

You already know what rebranding is; then, if you have already decided to redefine your image, MilesNet can help you. Our team will be happy to design for you an impactful and current image that will boost your sales. Always stay in the minds of your customers. Contact us!

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