So you have decided that it is time to rebrand your business – a task that sounds exciting to some and daunting to others. Whether you are rebranding your design, your culture, or another element of your business, the reality is that this is no easy task that should be taken lightly. Rebranding your business can bring with it monumental benefits, but there are many mistakes that can be made along the way. Be cautious of these common rebranding mistakes, and avoid them at all costs to help your business save face – and money.
- Ditching the demographic
The demographic and target audience is the lifeline of a business. In fact, your current customer base is a great place to gain insight into your brand, to determine what changes to make. Gaining customers from a different audience than your existing demographic is always great, you’d not likely say no to more business and more profits. However, rebranding specifically with the intent to appeal to a different audience can cause backlash with your current loyal demographic. Your relationship with your existing customer base is more important than any potential customer, and they should agree with the rebranding as well.
- Fixing what isn’t broken
A piece of advice as old as time, don’t spend time fixing what is not broken. This should be applicable to your business as well. If a product, logo, mission, internal process, or another aspect of your brand is working, don’t mess with it. Often times, loyal customers do not react well to change. Consumers like consistency when it comes to the quality of the product or service that your business provides. While you may not be changing the product or service, changing too much of another aspect may give them this impression. This is another example of when consulting with your current customer base is a great way to gain insight on what does need changing, and what is better left alone.
- Ignoring the end result
So you’ve successfully rebranded your business – or so you think. Without monitoring the effects of the rebrand, how can you be so sure that it was the right call? The measure of the success of the rebrand should be determined in the planning phase before it even happens. You should be specific as to what the goal of the rebranding is, and how that can be measured once it is done. For instance, if your goal is to rebrand to drive traffic to your website, you need to determine how many website views are considered a ‘success’ to look out for proceeding. A savvy business owner will devise both long term and short term goals to measure after rebranding.
Rebranding your business is not a task that should be taken lightly, but it is a task that you can have some fun with and experiment with your creativity where appropriate. Just be sure to do your research and consult with professionals if necessary.