The Challenges of Rebranding

Posted on February 8th, 2018

Branding is a huge part of any business – it is your name, logo, website, and most importantly your voice. But sometimes, your brand needs a refresh; whether it is because your brand has become outdated, your target audience no longer responds, or you change your core value proposition. No matter what the reason, it may be time for a rebrand.

Successfully navigating your business through a rebrand can be a challenge, and there’s no room for mistakes. Not only does rebranding require a lot of time, money and resources, but the company’s reputation is also at stake. If not executed flawlessly, a rebranding effort can backfire, and even damage rather than enhance, a company’s image. To help avoid costly mistakes, Caskey Group has compiled a list of some of the most common challenges any business will face during a rebrand.

Lack of a Comprehensive Plan

Having a comprehensive plan is critical in rebranding since there are so many steps involved ranging from determining brand rollout strategy to launching a brand identity audit to measuring the overall program. To make sure your rebrand goes smoothly, specify the role of each team member, set clear objectives, and develop a realistic timeline.

Forgetting About Customer Perceptions

Talking to your customers, industry partners, and prospects will help your business identify the key insights that will drive your rebrand. Be sure to ask your customers about your perceived strengths and weaknesses and what they are looking for when working with your business. These insights will allow you to develop compelling messaging that will resonate with your customers.

Part of your rebrand may also involve targeting audiences outside your current demographic, which makes customer insights even more critical.

Organizations that rebrand overwhelmingly experience improved visibility and product differentiation, and 75 percent experience some to moderate improvement in sales.

Only Revamping your Logo

When a company chooses to rebrand, it is more than just your organization’s name, logo, and slogan. Rebranding is about creating a new voice and personality for your company. This distinctive voice will be seen by customers on social media posts, marketing materials, email newsletters and more, and has to be one of the key elements of your rebrand. If your messaging is not aligned with your rebrand, your audience will be confused and your business may suffer.

Implementation of New Branding

No one said rebranding was easy. Successfully executing your branding requires updating numerous assets, many of which are often forgotten about. In addition to the obvious like your logo, website, and vision statement, companies have to remember to update the following:

  • SEO Efforts
  • Business Cards
  • Stationary
  • Online PDFs / Downloads
  • Google Analytics
  • Inbound Links
  • Social Media Accounts
  • Email Marketing
  • And Much More!

Overcome these rebrand challenges by working with professionals who can guide you through the process and ensure that your rebrand goes smoothly. If your business is going through a rebrand and you are worried about the challenges you will face, reach out to a Caskey Group Sales Representative or contact us today. We can help your business with a new brand identity, updating your website, creating marketing materials, updating signage and more!

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