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Wiping the Slate Clean: What Are the Keys to Rebranding a Company Successfully?

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Is your business feeling stale? You believe in the products or services you provide, but something just is not clicking with the general public. Maybe your growth is not what you hoped it would be.

If any of these things are true for you, it might be time for a rebrand. Rebranding a company is a time- and energy-consuming and costly process, but it can reap abundant rewards if done right. So how do you do it right?

We are glad you asked. In this guide, we will take you through the process of rebranding, from conception to execution. We will help you clarify your vision and stay positive, even when things get tough.

Read on to start a new chapter in your company’s evolution.

What Does Rebranding a Company Entail?

Rebranding is a combination of several other “re” words, like reimagining, recreating, remodeling, renovating, and reshaping. All of these words point to the same concept. A rebrand is a chance to take your company’s existing identity and overhaul it.

What does that entity entail? For one, it involves the outward facing elements of your business, like your trademark and logo. These are essential elements of your brand identity that affect how your potential customers see you.

Rebranding is not just an external job. It also involves internal restructuring to support the external changes. You may need to make changes to your company’s infrastructure that reflect your new vision.

The Essential Elements of a Successful Rebrand

Now that you know what rebranding means, how do you go about it? There are many elements of a successful rebranding project. The following five suggestions are a great place to start.

1. Know Your Reasons for Rebranding

You want to make sure you are rebranding for the right reasons. What are the wrong reasons? Things like boredom and impatience.

If you are simply tired of your company’s name or logo, or if you have not been in business for long and can’t wait to bring in customers, you might want to rethink your rebranding effort.

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There are some excellent reasons for rebranding, and we will touch on a few.

Pivoting

Are you offering a different product now than when you started the business? Like the fictional minds behind Pied Piper in “Silicon Valley,” is your product more valuable as a process?

These are great reasons to rebrand, as they are essentially the foundations of creating an entirely new company. There is a storied history of companies pivoting their way to success, and you can join those ranks.

Cultivating Your Audience

If your company currently is attracting the wrong customers—meaning people far outside your target demographic—rebranding could solve the problem. This is often a matter of getting more specific in your vision as opposed to trying unsuccessfully for mass appeal.

Updating

It is possible your brand is simply out of date. There is a fine line here between boredom and the genuine need for a rebrand, and only you can determine which applies to your case. But if your company’s brand feels out of touch with the times, it might be time for a complete revamp.

2. Get Input from Your Customers

The most radical rebranding in the world will never work if it does not resonate with your clientele. How can you know what will resonate? Talk to your current customers!

These are the people who have stuck with you even with your less-than-ideal brand. They are the experts on why they like what you provide. Feel free to solicit their feedback through surveys or even more personal contact.

3. Sculpt Your Narrative

It is not enough to offer a quality product or service these days. Your company needs to transcend its niche with a story that resonates with your target customers. It is up to you to decide what that story is and sculpt it as part of your rebranding efforts.

How do you know what your story is? You can start by clarifying your mission. Beyond your products and services, what is the good your company wants to do in the world and in your industry?

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Also, make sure your narrative is an authentic one. Mountain Dew’s extreme zaniness will not fit every brand. Find a story that tells who you are, what you do, and why you do it in a way that feels true to your company’s values.

4. Coordinate Across Platforms

When it comes time to roll out your new brand, you need to make sure every part of the company is on the same page at the same time. If your rebranding effort includes new customer service policies, your customer service team should implement those policies the same day your social media team rolls out the new logo and messaging.

Marketing your brand online is key to this coordination. At the link, you can learn more about quality internet marketing.

5. Follow Through After Launch

In some ways, the behind-the-scenes rebranding is the easy part. The hard part is sticking with the new brand in the days, months, and years to come.

Every company, no matter how strong its brand, faces hardship. You might be tempted to return to the drawing board every time this happens, but you must resist this impulse. If you have rebranded authentically, you can trust the work you have put in.

It takes time for a brand to take root. When times get tough, stay consistent in your messaging. That is the way to fortify your new brand over the long haul.

Rebrand, Promote, and Prosper

If you have the right reasons for doing it, rebranding a company can be a fruitful and exciting process. We hope this guide has given you inspiration for how to rebrand a company the right way.

Once you have your new brand in place, it is time to start promoting that brand. To do that, check out our guide to promoting your business online.