Thinking about rebranding? If so, here are the 6 most common questions we’re asked about it, as well as our honest-to-goodness opinions
1. What leads to a company rebranding?
Companies rebrand because something isn’t working, or because they’ve gone through a major PR crisis. When we say something isn’t working, we’re talking about marketing that isn’t properly targeted, a sharp decline in sales volumes, or a continued downward trend in brand appeal. When a PR crisis hits, it often dents the credibility of a company, which can trigger a rebrand campaign.
2. What tips/steps do you have for businesses going through a rebranding?
You have to know exactly what your culture is after the rebrand. If you were known as being a company that wasn’t transparent, or was perceived as being very stiff and old-fashioned, your rebrand has to emphasize how you’re different now, meaning more transparent, less rigid and more willing to reach out to your audience on a personal level. It’s all about making sure you specifically define the changes you’ve implemented so that your audience understands the benefits of the rebrand.
3. How does a rebranding impact a business and its overall success?
It depends. Some rebrands simply don’t work, because the new message isn’t clear, or doesn’t resonate with a company’s audience. Some rebrands are spot-on, because a company took time to figure out if it was going after the same target audience or creating a new one, so its messaging and marketing was aimed at the right prospects. In terms of the business culture, rebranding can create confusion and uncertainty among employees, because you just never know if these massive changes will click with the intended audience, and if they don’t, that likely means unemployment.
4. Are there industries that respond better to rebranding than others?
Rebranding can work in any industry, because it’s really dependent on how well the company communicates its new message and story. But we do think small businesses may be able to rebrand quicker than big brands, simply because we are so conditioned to associate certain characteristics with brands like Apple or Kentucky Fried Chicken, that when they implement a rebrand, it takes more heavy lifting for the audience to rethink the culture of these companies. Small businesses don’t have that kind of long-term imprint on the public, so it’s often easier for them to rebrand.
5. What are some usual goals that businesses want to accomplish through a rebranding?
- Find a new target audience
- Create a new unique selling proposition
- Distance themselves from a PR crisis
- Promote new business culture
6. How does a business announce a rebranding?
Announce a rebrand by using the social media channels and other marketing resources that drive your overall outreach strategies. This means you should create a social media campaign that teases the rebrand, send your customers newsletters about what you’ve been doing, and send out press releases about the upcoming event. The key is to generate anticipation and enthusiasm for the rebrand, while also making sure that you’ve kept your audience informed about why you rebranded, and what changes they can expect with this new improved version of your company.