Taking on a rebrand is a serious commitment. You need to be sure that this is what’s needed for your business to move forward but also that you know what you need before going into it. It may seem daunting, but it doesn’t have to be. It can be made so much simpler by knowing what is required. Within this article, we are going to look at what you as a company and brand need to look at when you are considering a rebrand
Every brand needs a target audience, no matter what it is you are selling. These are the people that you hope are going to be buying the majority of your products or services. However, after 5, maybe 10 years as a brand evolves, does your target audience change? This is the first question that you need to ask yourself before going through with a rebrand. The current brand that you have will have been created to appeal to certain people, but as you evolve more and more people are going to be buying your products or using your services and as such when your rebrand you can’t focus solely on those you did before. You need to conduct research into who your current customers are and base your need branding on them.
As every company or brand begins, it is important that you have a mission statement. This is for telling customers why you are doing what you are doing. What do you want to gain from selling your products or services? It is important that this is often customer focused, as not very many people are going to buy from a company who’s mission statement is ‘we want to make money’, just keep that bit to yourself. But over the years that you are in business, might your mission statement change? As you start to offer new products or services, or gain a new customer base, you might begin to see that what you are selling your products for changes. You need to make sure that when you are going through with a rebrand, you take this into consideration and base it around the new mission statement.
As we have previously stated, over the course of 5 or 10 years that your company is in business, the products or services that you sell may very well change. You might change as a brand completely but it is more likely that you will just branch out and offer more products or services than you did at the beginning. With this, you need to reflect on what your brand says against what it is you are selling. If they don’t match, then you know that it is time to think about a rebrand, to ensure your customers don’t get confused, or that the new product you are offering doesn’t fail because no-one knows you are selling it.
You may be thinking about a rebrand, but not sure if you should or not. However, one question that we suggest you ask yourself is are you ready for the future? The current direction that you are heading, do you think that this will be enough for 5 or 10 year down the line, when the market that you are in has shifted and new competitors have entered the fray? This is where you need to do further research on the market and your competitors, to see what exactly they are doing and try to build your new rebrand off this.
There is a fair possibility that you haven’t looked into your businesses values or your consumers in any great depth since you first started your company. However, before going into a rebrand it is very important to do this. Look at how your customers may have changed from when you began to now. Has the age range increased or decreased? What demographic are they coming from? Looking at all of this will help immensely in bringing about your rebrand and making sure that it is what works for you
Here at Kaizen Brand Evolution we want to make sure that when you are undertaking a rebrand it is the best you can get and also one that works for you and where your company is at in the moment. If you feel like you are heading towards a rebrand, please do not hesitate to give us a call on 028 9005 2007 or send us en email to firstname.lastname@example.org, we’d love to chat.