Do you have a company rebrand looming over your head?
We just finished up with a rebrand here at Convirza and there were a ton of tiny steps that needed to be checked off — and a few big ones.
Whether you have decided that a rebrand is necessary because of internal growth and change, or external trends and factors, the end goal is to change the public perception of your business.
If your current brand is failing to serve the present needs of your organization then a new identity may offer a better reflection of your company’s vision. Once you make this decision, there will be three significant phases that you will go through.
Identifying the chief reasons behind the rebrand and associated goals is the first step in this process:
By determining these factors you can move forward with defined goals regarding your future position in your industry, brand message and unique value proposition.
Your ability to articulate the story around your brand and business will have a large impact on the success of your rebrand.
Give investors and customers a reason trust you and be an advocate for your company. If you don’t have a strong value proposition and brand image it can result in confusion and weak positioning in your industry. By clearly communicating your business approach and company philosophy you can set the stage for a streamlined path to your new image.
If it is executed properly, the action stage will bring all your research and resulting objectives to fruition. Following a preconceived plan that was developed during the earlier stages is ideal but adjustments can be good and necessary.
The items you will create can include a variety of thing such as your new name and logo, domain and associated website, copy that incorporates your updated message and additional marketing materials. In addition to being the most demanding phase, it can also be the most rewarding.
As you go through this process consider the involvement of your employees and how you want to communicate the transition to your current customers. A rebrand can produce new opportunities for engagement with your target audience
The effects of a rebranding effort will vary according to your industry and specific goals. It can take time for your new brand to resonate both on an internal level and with outside connections and prospects. Gauge the success of your rebrand by following up with employees, customers and business partners several months after the implementation of your rebrand.
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