How To Make Rebranding Work For You

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When you run a business, the decision to rebrand (or not) can be a difficult one – there are always going to be pros and cons on each side, and you’ll need to think hard about whether or not rebranding is the right thing to do. 

If you do decide it’s the next step for your business, you’ll need to plan it all out and think about the challenges you might face because it’s going to take time and money, and the last thing you want is for your rebrand to lose you customers – you need to make sure it works for you. With that in mind, here are some things to consider. 

Photo by Andrea Piacquadio

Research Your Market And Audience

If you want to ensure your rebranding strategy is a successful one, you always have to have your target market in mind – in the end, they’re the ones you’re doing everything for, and they’re the ones you have to please. However, there’s more to market research than just working out what your target audience wants (although that is a big part of it). You also need to think about your competitors and take a look at any gaps or opportunities the way they’re doing things offers you. 

It’s only when you’ve got the full picture about your market, audience, competitors, and so on that you can really work out how to go about rebranding at all. The ultimate result should be one that makes your audience notice you, helps you stand out and be different from the competition, and that ensures you’re trustworthy. 

Have A Rebranding Plan

If you want your rebranding to go smoothly and not cause any disruption or confusion, you’re going to need a plan to help you get through the process and come out on the other side in a positive way. This plan should outline the steps to take going forward, include timelines, have a budget worked out, and mention any key milestones you need to get to, like ordering new custom stickers with your new logo on them. It’s also wise to include a risk assessment because, as much as it might be precisely the right thing to do, there’s going to be some risk associated with rebranding. 

If you know what might go wrong and work out contingency plans to bypass the issues (as far as you can, at least), that’s going to make your rebrand a much more successful one, and one that people feel a lot more positive about, even if they’re really used to the old branding for your business. 

Tell People About The Change 

Once you know what you’re going to do and how you’re going to do it, you need to let your customers know it’s happening – if they’re prepared for change, it won’t come as a shock, and they’ll be more comfortable when it actually happens. Plus, you’ll need to let your investors, partners, and employees know too – everyone should be on board. 

You can do this in a few different ways, including using social media, sending out press releases, including it in your email newsletter, and so on. Give as much detail as you can about what’s changing and why, and you shouldn’t have any issues. 

Jenn Leach, MBA

Jenn Leach is a Houston-based MBA with over a decade of experience in the banking industry. She writes at Millennial Nextdoor where she writes finance, money, business, and lifestyle content to help millennials create additional income streams online. Join her on Substack at https://jennleach.substack.com.

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