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Thinking Of Rebranding? 14 Steps For Successfully Making Changes


When a company rebrands, it gives leaders the chance to implement needed changes and boost business growth by appealing to a wider audience. However, making changes unnecessarily wastes time, effort and money—even alienating loyal customers if the rebrand involves substantial alterations.

Rebranding can damage a company’s standing with consumers without careful consideration. To help entrepreneurs determine if rebranding is a worthwhile move for their company, 14 members of Forbes Business Council share their advice on what steps should be taken to successfully change up a company’s brand.

1. Start With The End In Mind

Too many companies pursue a rebrand based upon today’s events, technology and customers. That’s like naming a baby “Flippy” because it’s cute when they are born, forsaking the inevitable growth and change to come. Brands are the same. What is the long view of your customer experience, product growth and market maturity? Who will you be when you grow up? – Hilmon Sorey, ClozeLoop

2. Determine The Reason Behind Rebranding

First of all, you have to ask yourself why you’ve decided to do it. Maybe restyling would be a better decision. For example, look at how Google hardly introduces any changes, just making some slight alterations to give their fonts and logo a fresh look. If the concept that you’ve invested in the brand is outdated, there is a need for change. Make sure to be prepared to pay more for ads and other marketing activities. – Vlad Vahromovs,Intellectsoft

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3. Consider Current Employees And Customers

Before rebranding a company, consider your customers and employees first. Ask questions and conduct polls with your top favorite employees and customers to get honest feedback. It is so important to do so to avoid pitfalls and the expenses associated with poorly rebranding your company. – Lisa Caprelli, Unicorn Jazz

4. Communicate Why You’re Making Changes

It is important to clearly communicate the reason for rebranding to loyal consumers so they understand why the company has made the decision to do so. With a good explanation, most clients will be supportive of the rebrand. Having employees on board with the rebrand and acting as brand ambassadors can also help with a smoother transition. – Johan Hajji, UpperKey

5. Define Core Company Values

The first step to successfully rebranding a company is to define the company’s core values. Core values are the foundation of any successful rebranding campaign. They are what make up the heart and soul of a company. It is important to understand that it takes time for people to adjust their perceptions of a brand, so it is best to start with small changes before making any major ones. – Todd Simmons, Courageous Leadership Alliance

6. Conduct Market Research

Market research is key when it comes to rebranding a company. Make sure you have the data to back your rebrand at step one so that you can move forward confident that your new look will be well received by your target market and you can evolve to reach your vision. – Ty Allen, SocialClimb

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7. Assess Your Data

Before your company embarks on a rebrand, take the time to assess your consumer feedback. Look at your online reviews, social media platforms and sales trends. You must first understand your customers’ overall satisfaction with your current brand and what isn’t working before making changes that could have a potentially negative impact. – Kelley Higney, Bug Bite Thing

8. Seek Feedback From Stakeholders

It’s better to initiate the process of rebranding by seeking opinions or feedback from all the business corners, such as customers, employees, self-feedback and in-depth market research. Use the end data or insights to build a substantial rebranding strategy that helps communicate your brand motto and anchor it to your existing customers. The greater the strategy reach, the wider the cascade effect. – Saikiran Chandha, Typeset

9. Examine Recent Failures

Focus your rebranding first by looking at the company’s recent failures. Then incorporate your new strategy with your former successes. This is always a win-win result in a company trying to restructure branding. I have done this in my own business, turning a company that had a very small presence into a multimillion dollar company. – Tammy Sons, Tn Nursery

10. Find Your Unique Niche

You must decide what you can uniquely do and how you can best leverage your unique selling points as part of the rebranding process. For example, are you known for selling only complex solutions or are you keen to be known as budget-friendly? Remember, you must not try to appeal to everyone. Your job is to find your niche and service those needs. – Evan William Kirstel, eViRa

11. Establish A Firm Brand Voice

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While understanding that customers are part of the essentials in rebranding a company, I believe that establishing a firm brand voice must be put into place. First and foremost, that’s the core belief about how the company will connect with customers. It will make you follow through regardless of how many times the company rebrands. – Lane Kawaoka, SimplePassiveCashflow.com

12. Treat Rebranding As A Project

The first thing you should do is find out which stakeholders need to be involved and have input in the project. Then create a project brief or document that gets everyone on the same page. The brief should outline the challenge (why the project exists), objective (what we want to achieve), the team, outstanding questions that need to be answered and the process by which you’ll answer those questions. – Kevin Namaky, Gurulocity Brand Management Institute

13. Ensure Employees Understand Why

Be clear internally on the reason for rebranding. For example, maybe you’re moving away from the past and, as such, are retiring an old brand or are running toward a new fresh brand. Knowing the reasoning determines if you’ll need to bring forward some familiar elements from the past or if you’re free to embrace an entirely new identity. – David Ciccarelli, Voices

14. Balance Customers’ Needs And Changes That Fuel Engagement

The value of rebranding is to create a stronger bond for customers who are weakly connected and a new bond for targeted prospects you want as customers. The risk is that you may alienate some committed customers. Therefore, the first step is to truly understand the brand needs for these three groups and test the new brand’s engagement value for each one. This balancing action is critical to success. – Jerry Cahn, Age Brilliantly



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