You want to reach a new customer base. You want to bring your existing customers up to date on your latest services. You want to incorporate clean, modern artwork in your company logo and online presence.
Maybe it’s time to think about rebranding.
Rebranding is the “creation of a new look and feel for an established product or company,” according to TechTarget’s rebranding definition. A company goes through rebranding in order to influence customer perceptions about the product or service. Often this means making the brand seem more modern and adaptive to current customer needs.
Read on to learn about 6 steps to take when your company is rebranding.
1. Redefine Your Mission and Values
Have your mission and values changed over time? Now is the time to rethink your mission and focus on your core standards.
You may want to ask questions like these:
- Why does our company exist?
- How does our backstory influence our current philosophy?
- What do we stand for?
- What do we want to accomplish?
Brainstorming the answers will help you refine your ideals and redefine your mission.
2. Focus On Your Strengths
Along with analyzing your core values, you also want to focus on what you do well by stripping down to basics. What do you have to offer? Your new brand should reflect your strengths.
When answering this question, consider how you differ from other similar businesses. What do you offer that the competition doesn’t? How are you doing better than your counterparts?
3. Decide What You Can Offer
One reason companies rebrand is to update their look or services. If your business model is getting outdated, how can you make it relevant again? Do you need to change your business?
Think about your customers as you go through this process. Who are your ideal clients? How can you provide what they need going forward?
Not only will the above process identify your basic services and strengths, but it may also nudge you in the direction of expanding your services or focusing more on certain parts of your business.
4. Communicate With Leaders and Members
Seek feedback and brainstorm with other members of your community. You may want to reach out to a few customers to get their input on your services or brand.
Look within your company to find the people with good ideas whose opinions matter. However, be careful about involving too many people in this process. The more people you consult, the more conflicting feedback you will get.
5. Publish the Brand
Now is the time to update your logo and your published materials. Make sure that the new artwork is attractive and current, that it is relevant to your customers, and that it defines your goals. Apply this process to your logo, your website, paper publications, and any other customer materials that you provide.
6. Explain Your Rebranding to Existing Customers
As you rebrand, reach out to your existing customers. Let them know why you have made changes and how you will act moving forward. Most importantly, let them know they can still count on you for the services they need.
Rebranding is a lot of work, and you may need expert advice to help you move forward in the process.
Contact us so that we can help you redesign your brand and create a great company image.