Step 1: Look inward
For you and your business to be able to make real changes, you must look at the company for what it is, a honest self-realization of what your company is. Why are things not working? What is the root of why we want to rebrand? Why are we not performing as well as we want to be? After you understand what you are, only then can then move on to what you want to be.
Step 2: Research, Research, and more Research
After successfully going through the reality check of the rebranding process, it is time to put in the nitty-gritty work of the research process. During your research stage, you want to learn everything you possibly can about your industry. Find not only what has worked in the past, but also what trends and predicted to come in the future. Become a student of your competitors. Successful or not, there are things to learn from how they conduct business. Most importantly, find insights about your target market. By the end, you should be a scholar of everything within your field.
Step 3: Develop Your Strategy for the Customer Experience
Now that you've done your homework, it is time to materialize your work and turn it into a full-fledged plan. One of the most significant parts of rebranding, arguably the most important, is the visualization to your audience. All of this work would be for nothing if you are not able to:
- Show that you are not the same company as you were before
- Create a better experience for your customers that leads them to achieve their end goal
The branding aspect of your strategy might be the most important, making it no surprise that 91% of customers prefer visual content rather than written content. Visual changes to your brand, like refreshing your website, logo alterations and other things of that nature, are some of the most effective ways to convey to the public that changes have been made.
Step 4: Get Everyone on Board
The next step is to ensure that every person in your company is on the same page with the rebranding. Maintaining brand consistency may sound like common sense, but it is something that does affect organizations that are undergoing rebranding. Sometimes the problems with companies that go through rebranding are not only the practices, but it could also be the people. When you have people within your company that are reluctant to change and are a part of why your company needs to go through this process can completely alter and make your efforts a waste of time.
Step 5: Launch Your New Brand
You're almost at the finish line! Now all the hard work you've put into this process is about to pay off, but you are not out of the woods yet. The truth is that in some cases, companies see some struggle at the beginning of the rebranded launch. The best thing you can do to combat this is to keep your customers aware and engaged. If you follow these steps along with other actions, you can be on your way to having the business that you had envisioned when you started.