Brands, at a point in their operation, decide to make large changes to their existing brand message or identity. This process of reorganizing and revitalizing a brand is known as brand revamping. But does a revamp of a brand benefit the business? Why do marketers and business owners focus on revamping their brands?
Let's look at some of our pioneers in the world of revamping and put their marketing to the next level. Starting with the delightful one, Starbucks coffee. By providing the world's best coffee they introduced a very minute but emotionally touching idea of "round tables" so that their customers don't feel lonely. Coca-cola during the 2000s introduced a concept named "Think local Act local" to attract local customers. Uber put forward their ideas and helped the public in finding their solution for easy transportation.
Whether this change is needed to protect the brand reputation, revitalize customer interest in a brand or a product, marketers and business owners can find renewed success by taking the time to revamp their brand.
3 REASONS WHY BRAND REVAMPING CAN BENEFIT YOUR BUSINESS
1.It can reposition your brand as a key player in the market
If your brand requires revamp, it could mean that customers no longer identify or are interested in your brand or message and have moved on with your competitors.
Before you start revamping your brand you should have a clear picture of your objectives and goals. You can then take that knowledge and begin to rework your brand message to better align with your current environment.
Many times brand revamping is not as easy as you think. It needs a surplus amount of calculations, predictions, understanding, manpower, ideas, and technical support. If not executed in a proper way it will do more harm than good.
2.Fix your mistakes
Crafting engaging brand messages is not an easy task. You should always keep in mind not to miss even your single customer.
Don't expect to get quick results. Patience and determination are the two keywords that should be kept always while stepping for rebranding your product.
Brand revamping gives marketers and business owners the opportunities to turn the humdrum into the extraordinary.
3.It increases interest in your brands
Your effort should be to increase your customers and your marketing.
There is no need to completely revamp your brand, you can always find a new and innovative way. When done on the right track, it will increase your customers' faith and reflect an increase in your sales and exposure for your product and sale.
"Never revamp your product at the expense of your company's core identity."
There should be a balance between reinvigoration and the company's core values and messages. When done right, it can position your brand as a key player in your target market, allowing you to fix your previous mistakes. While rebranding you should ensure that revamping is not going to affect your company's core intentions.
With the constant stream of competition and updates, having a relevant and up-to-date brand is an important tool.
KNOW WHY YOU ARE REBRANDING
Rebranding can take many forms, from changing logo name to implementing new ideas to your brand. Amid these changes, there must be communication between customers. A rebranding must include marketing, web presence, client list, employees, and mission. A rebranding initiative should encourage the growth and clarity of your service.
While rebranding you must ascertain the time, expense, and work that is intended to go into it. Don't omit to rebrand without clear, strategic customer-centered reasons, and if you are done, you should make sure that the customer knows exactly what those reasons are. Consult with your brand management partner to fine-tune your strategy and get in line with your intentions and plans.
HAVE A COMPREHENSIVE STRATEGY BEFORE YOU START
Deciding to rebrand is the easy part. The real hustle comes when it comes to details and implementation strategy! Once you get into it, you will be surprised by the complexity it holds. Sometimes the initial plan is just to change the logo or the brand name. But mostly it ends up in new website designs, contents, product guides, services, and even the clients you pursue. You should have a strategy before you start.
There should be a proper plan as to which part of your marketing and business is going to be affected. All you need is designated members in each area, from making decisions to changing to communicating those changes with the public.
It is a process where you rest your mission and priorities going forward. You should work to reflect your ideas into your customers.
ANTICIPATE QUESTIONS AND CONCERNS
You should maintain proper communication between customers, if you fail to reflect your ideas to the customers, it will result in a significant drop in your revenue. Keep your communication simple, sharp, clear, straightforward, and answer with confidence about their worries and concerns, because changes are scary. Being ahead, you should ensure adequate employees or a team to answer customers' query otherwise they will be left in the dark.
Rebranding is teamwork. Each and everyone in your team should understand the need and importantly where to stress and where not to.
PUBLICIZE YOUR REBRANDING
Communication should not be private or internal. Scream as loud as you can, it can be through media, press releases, buzz marketing, or any other mediums that can reach your customer.
DON'T DROP THE BALL ON EXISTING CUSTOMERS
Strategies should be clear and transparent towards keeping your customers. But the best way to avoid a drop is to focus on maintaining excellent service, no matter what else is going on. Make sure that your rebranding ideas affect your existing clients as little as possible.
The goal should be to grow the company by providing better servings to your customers. For that, you should put your client services ahead of the rebrand. That willingness to delay the rebrand to focus on service paid off, you should ensure that the firm is not going to lose even a single client during or after the rebrand. Your old customers must be as happy as the new ones.
STEPS FOR A SUCCESSFUL BRAND REVAMP
- Outline goals, plans and expectations.
- Understand the motivation behind the brand revamp.
- Combine science with art.
- Discover if your brand falls in alignment with your goals.
*Starts with conversation and introspections. - Fall in love first with your innovations.
- Stand out from the crowd.
HOW DO YOU ANNOUNCE A CHANGE IN BRAND NAME?
You can arrange a press release to announce your rebranding. You should be clear about your background information, the reason for the change, and present your existing business plans for the future. Submit the press release to the local media to publicize.
.jpg)
WHEN TO REVAMP?
1.ASSURING CUSTOMER LOYALTY AND TRUST
Most businesses consider revamping to assure customer loyalty and trust. Sometimes it is the way either making up for dissatisfactory customer feedback or for attracting more customers while reassuring the loyal ones. Your rebranding idea should be crisp and clear to gain customers' trust. Like every coin has two sides if your process goes wrong it will create distrust in your customers. Putting into consideration what little rough patch there is, that might trigger the breaking of customers' loyalty and trust.
2.ADAPTING TO CHANGING TIMES
Sometimes business revamping is necessary to go with the trend. There are many ways to do this such as going digital or coming up with a new logo that speaks of time or a specific phenomenon.
As time passes, it is necessary to revamp your brand by simply changing your logos, slogans, ideas. Changing a logo sometimes simply means changing the font. If your business is thinking of revamping the brand in place of adapting to changing times, there is no harm in doing so.
3.MAKING YOUR PRESENCE KNOWN TO OTHER CUSTOMERS
If you decide to revamp your brand, ask yourself if it is better for the business? Will it change anything? Will it invite more opportunities? The main aim of rebranding is to attract a new pool of customers in the market. When entering into a new market we should create a first impression, as it is said: "The first impression is the best impression". A revamping idea should have a large population.
When you rebrand your product, always try to create the best impression on both your old and new customers. Hunt new customers keeping your old ones.
4.REAFFIRM YOUR COMPANY'S MISSION
It is essential to keep in mind your mission, goal, and need while undertaking this process. The changes must accurately represent the company's value. While rebranding you should not forget the roots of your brand including the name and logo which was there when you first convince your customer. Be bold and stick to the core of the company and let it guide your business.
BOTTOM LINE
When you revamp your brand, always ensure that you have chosen the right path. Before heading forward make sure you have proper plans and you should foresee your target. Always know your customer's pulse, try to understand their needs. Your revamping ideas should be feasible for everyone. Revamping doesn't need big brains, but it demands a sharp one.