Posts tagged Rebranding
Is it Time to Rebrand Your Business?
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Many business owners believe that a company's "brand" is simply the company's name and logo. Well, that’s not exactly true. A brand is much more than that. Your business name and logo ARE the key ambassadors for your brand. It’s so important that both be strong. But there’s really more to your band than meets the eye.


Your company's brand is really the experiences your customers and prospects have with your company. A good brand communicates what your company does and how it does it. A good brand also establishes trust and credibility with your prospects and customers. And because a brand evolves over time, many companies, including some of the most successful ones, rebrand.


You may have noticed recent rebrands by large organizations like Taco Bell, McDonald’s, Pandora, and Mastercard. It's worthwhile to look closely at why companies rebrand and what your own company should know to successfully rebrand your business. When should a company even consider rebranding? Here are ways you can know when the time is right.


Differentiate from your competition. 

If your company name is too generic or similar to another business, you’re hurting your brand. A generic logo will similarly hurt your brand. A related problem occurs when you use stock art in your branding or marketing materials: You may be hurting your brand because everyone recognizes stock art when they see it; and those photos may turn up being used by your competitors.


This is where rebranding comes in: It can help your business stand out from your competitors' by showcasing the things that make your company different and better.

Even the best companies change their brand identity. It's not unusual for a company to outgrow its name and look for a fresh, unique business name that can help grow its business. Maybe it's time that your company do the same.


Companies should rebrand to give new life to outdated branding. 

It's possible that your Comic Sans font, flash-based website or 1990s color palette is dragging your brand down and making your business look outdated. The answer is “rebrand.” Smart companies rebrand because they know that good design can make or break a business, because they know they've outgrown their original mission. 

This is a common problem, We always advise clients to make sure their business name is not too narrow or literal.

Company have a poor reputation? Rebrand!

Many times, it’s necessary to break ties with a bad reputation and visibly demonstrate a commitment to a new, improved culture. If your business is struggling to overcome a negative reputation, a rebrand can help consumers see you in a fresh new light.

Is your business evolving? Rebrand!

Sometimes, a business gets the opportunity to expand or target a new market. When that happens, it's important to ensure that your new customers and prospects can connect with your brand. Expanding to a new demographic and significantly grew its business.

A Guide to Rebrand Successfully

Start by understanding your mission and values. 

Before you rebrand, it's crucial that you clearly understand your company's mission and values. Consider and assess what makes your company special. Why does your company exist, and what values does it have that are essential?

Develop a rebranding strategy that works with your existing branding. 

Many companies don't have the luxury of starting from a clean slate. If you're doing a partial rebrand, make sure to take the existing brand assets into account. 

At Chatter Marketing, we believe a consistent brand helps increase the overall value of your company by reinforcing your position in the marketplace, attracting better quality customers with higher retention rates, and raising the perceived value of your products or services. In contrast, erratic, inconsistent behavior quickly leads to confusion and mistrust.

Consider the market and your competition. 

Before you rebrand, do your due diligence. Research what your competition does. Determine how you stand apart from your competitors, and what your true value proposition is. It's vital that your new brand be fresh and relevant, but not so of-the-moment that it ends up looking dated too quickly.

Collaborate with your team. 

Your brand may be one of your most important company assets, but just as valuable are the people that help grow your business every day. Include voices from across your company: Some of the best ideas and most valuable feedback come from departments you might not expect.

Manage the rebrand carefully. 

A rebrand is often a complex and lengthy endeavor. Without a careful plan of attack, a well-managed process,  and experts to help you along the way, the rebrand can quickly go off the rails. Set deadlines and mitigate going down those pesky rabbit holes with a well thought-out project plan.

Launch your rebrand and tell the world. 

Even the most incredible rebrand is wasted if you never actually launch it. Make sure you plan your rebrand launch and be prepared to explain why you rebranded. Minimize the risk of customer confusion through a carefully planned launch that showcases the story behind the rebrand.

WHAT IS REBRANDING AND WHY IS IT NECESSARY?

Is it time to rebrand your business?

Rebrand - Chatter Marketing

How does marketing differ from branding?

To know the answer to that question, you must first understand the meaning of branding. Even those considered business savvy don’t always understand the meaning of the term and often simply lump it into the overall category of marketing. While that’s true to an extent, the concept of marketing and branding are actually quite different.

Marketing

Marketing is an effort to actively promote a product and convince consumers why that product is better than the rest. You’re telling the public why the product is the latest and greatest, that the gadget is cutting edge, or that they simply have to have it. While marketing is so much more complicated than that, it really boils down to getting the word out about a product or service.

Branding

Branding, on the other hand, should come before marketing. Branding is essentially used to tell a story. It lets consumers know what a company stands for while communicating the values and characteristics of that business. The brand is meant to tell the public who you are and why your business is important to you. A brand is a company’s identity and should stand alone even as marketing efforts ebb and flow.

Is it time to rebrand?

Corporate identities change over time, and it’s important for your brand to change as well. Ideally, you should examine your brand every seven to ten years to determine if it’s still reflecting your core principles and values. Typically, there are obvious reasons to rebrand, but there are often more subtle reasons for determining the need to evaluate whether your brand is still working for you. The following are just a few reasons why it might be time to sit down with the professionals.

Image is Everything

Perhaps you’ve had a pretty successful business thus far, but you feel like your image hasn’t kept pace with current trends. Maybe your brand worked well for decades when mom and pop ran the business, but you’ve noticed over time that your customer base hasn’t seen a great deal of growth or expansion. Rebranding is a way to capture an entirely new audience while keeping your existing buyers. It could be that you’ve simply faded into the background noise of ever changing trends. By revamping your image, you’re telling new, as well as existing customers, that exciting things are happening in your organization. Consumers will take notice of the changes and want to check in to find out what surprises you have on the horizon.

Your Business or Audience has Evolved

Maybe your original scope has evolved over the years, but your brand hasn’t. If your business started as a catering service but has since grown to include event planning, then it’s time for your brand to reflect that. If someone is looking for a party planner, you don’t want to be passed over simply because your brand identity doesn’t give any indication that you offer those services. Perhaps your target audience is evolving as well. If you started in medical sales, with a focus on large medical facilities and practices, but you’ve since expanded into home health, then it’s time for your brand to indicate such.

It’s all about the Message

If you feel like you’ve missed the mark on your efforts at attracting the customer base you’re seeking then you might need to examine whether your message is the reason. It’s time to appeal to a whole new demographic. Rebranding can send a specific message to attract the audience you’re after. Switching direction doesn’t necessarily mean you have to be drastic with the changes you make. Sometimes it’s as simple as altering your message to reach a new segment of the public. In an effort to attract health conscious customers to your new restaurant, promote your exclusive use of grass fed beef or your creation of several new vegan dishes. If you want to brand yourself as a family friendly health clinic, get the word out that you offer flexible hours and a child friendly environment. Let your message tell your story.

What is it you do?

Most of us have, at one time or another, been challenged to explain what it is we actually do for a living. Even though we know what we do on a daily basis, it’s difficult to explain. When asked about your business, you should be able to easily communicate what service or product you provide. It could be that your brand has diversified over time, resulting in confusion for consumers. If you find it difficult to explain to others what your company actually does, then it’s time to sit down with the professionals for a makeover of sorts to help you simply your mission.

Mergers and Acquisitions

This one happens to fall into the category of obvious reasons for rebranding. As companies merge or acquire new businesses, it’s important for their brand to reflect their new identity, often with a change in company name. Consumers will want to know that they can still place their confidence in your product or service, regardless of any restructuring of your company. A name change can bring some much needed life to your organization, but it can also be confusing for clients. It’s important to marry the brands without taking away the identity that customers have come to know and trust.

Chatter Marketing Can Help!

Chatter Marketing understands the process of rebranding can seem rather daunting. While the familiar may seem comfortable, it might not produce the results you’re really after when it comes to targeting your preferred audience. Don’t let your fear of change keep you from taking your business to the next level. Whether it’s simply time for a change or it’s a necessity for your company to move forward, we have the tools necessary to successfully implement your rebranding effort, start to finish.


Chatter Marketing, Inc. is a full-service advertising, marketing, branding, public relations, and social media agency located in Tulsa, Oklahoma. The Chatter Marketing team has been creating BUZZ, or “Chatter,” for small and medium-sized organizations since 2013. They use their expertise and strategic skill to identify the client’s most unique selling point(s) and give audiences...something to talk about.