How can you rebrand your company without alienating existing customers?

Establish a clear rationale for your rebranding efforts by understanding the challenges your current brand faces and articulating how the rebrand will address them. Communicating this "why" to customers helps justify the change and gain their support.

Make sure that any rebrand initiative is supported by tangible data, in addition to a clear thesis for how and when you expect the proposed changes to shift this data in a positive direction. In this context, the definition of data is often less numerical in nature, though still quantifiable. For example, it could be aggregate feedback from online reviews of a packaged snack, where 6 out of 10 customers say the flavor name is ambiguous; or that white text on a yellow background is illegible; or that your hand-drawn logo that you intended to be a bear is unfortunately being interpreted as a cactus. Changes that reflect how your brand has evolved over time should take into account how your audience has also evolved, and celebrate it.

Align with Customer Values: Understand why customers choose your brand. If your rebranding aligns with your audience's values, they're more likely to embrace it. Example: Patagonia, a brand known for environmentalism, rebranded its site to focus on activism during the 2020 US elections, aligning with its customers' values and avoiding alienation. Communicate Change Clearly: Clearly communicate the "why" behind the rebranding to reassure customers. IBM, during its rebranding to IBM Cloud, emphasized the company's long-standing mission of innovation and commitment to customer success, which helped maintain customer trust.

Define your rebranding goals clearly to establish a compelling rationale for change. Communicate these objectives transparently to stakeholders, ensuring alignment with the company's vision and values. A strong 'why' will help mitigate concerns and build confidence among existing customers during the transition.

I've brought multiple brands through rebranding processes, and the two key areas that make it a success are: engaging with your customers and community early, and communicating your why through good storytelling that connects emotionally and intellectually. In the beginning, do a brand audit to really understand where you sit in the market. Perhaps the market has shifted since you first branded the company, or the company itself has shifted. Ask your audience what sentiments they have about your brand: how they perceive your brand, what emotions your brand elicits, and why they use your brand. If you're conducting focus groups and surveys, make sure you thank them and share the outcomes of that work with them.

Engage customers throughout the rebranding process to maintain their loyalty and connection. Collecting feedback through surveys, interviews, and testing ensures their voices are heard, and their preferences are considered, fostering a sense of ownership in the rebrand.

Go beyond simply asking your customers for their time and opinion, and reward their loyalty by acknowledging their expertise as primary stakeholders in your brand. This approach, though it may feel like a nuance in terminology, is incredibly powerful because it turns a task into a badge of honor. Take the time to craft focused messaging that invites key customers to join a focus group, and give the group a creative, memorable name. If viable, consider having your focus group engage as a community for more subjective elements like your logo, where conversations may be more insightful than polls. Finally, make sure to celebrate the big reveal with any customers who participate in your rebrand efforts via a sneak peek and personal note!

Co-Creation Process: Involve customers in the rebranding process to ensure their needs are met. For example, Starbucks engaged customers in their store redesign. It included feedback on new offerings and the in-store experience. This made customers feel valued and ensured the changes resonated with them. Community Feedback: Use social media and online forums to solicit feedback from customers. KFC used a social media campaign to ask customers what they thought of the new product, the Zinger. It led to a successful launch. This approach builds anticipation and loyalty while avoiding alienation.

Engage existing customers throughout the rebranding process to maintain their loyalty and connection. Solicit feedback through surveys, interviews, and focus groups to understand their sentiments and preferences. Involve them in decisions regarding new brand elements to ensure alignment with their expectations and needs.

Consistency is crucial. Employ storytelling and convey your message from various perspectives. Rebranding can serve as a chance to retell your stories with a fresh outlook.

Share your rebranding story transparently and consistently across various channels to communicate its benefits to customers. Using storytelling techniques helps capture their attention and emotional engagement, reinforcing the value proposition of the rebrand.

Transparent Communication: Explain the reasons behind the rebranding, the benefits change brings, and the changes customers can expect. During its rebranding campaign, Dove communicated its story of empowering women by using real women in its ads, which resonated with its audience and led to increased sales. Personalized Messages: Tailor your communication to different customer segments. When Netflix decided to separate its DVD and streaming services, it communicated the changes differently to each customer segment. It ensured that each group felt understood and valued.

Articulate the narrative behind the rebranding to create resonance with customers. Share the story of evolution and improvement through various channels, emphasizing how the changes will enhance their experiences. Utilize storytelling techniques to captivate attention and foster emotional connection with the brand's journey.

In executing a substantive rebrand, take advantage of the balancing act between your visual brand expression and your verbal brand messaging. For example, if your rebrand includes systemic changes such as a new logo, a new brand palette or new fonts, iconography, mascots or naming systems, anticipate that your customers will need some reassurance that your services or products are only going to be enhanced by the makeover. You can do this by keeping existing brand messaging intact (for example, a tagline, brand promise or mission statement); or you can openly acknowledge the shifts on packaging, ads, signage, website or press and deliver how your new look and feel is a better representation of your brand ethos.

Preserve the core essence and values that define your brand identity, reassuring customers of continuity amidst change. Highlighting these aspects during the rebranding process reinforces trust and familiarity, minimizing the risk of alienating existing customers.

Consistent Brand Values: Ensure your rebranding efforts remain aligned with your core brand values. When Coca-Cola introduced its new Coke formula (New Coke) in 1985, it strayed from its core values of tradition and authenticity. Their customers immediately revolted. It leads to the company rebranding back to the original formula as Coca-Cola Classic. Customer-Centric Approach: Maintain a customer-centric focus throughout the rebranding process. Apple's rebranding under Steve Jobs in the late '90s focused on simplicity and innovation, reflecting its core values. This customer-centric approach led to a more cohesive and successful rebranding effort.

Preserve the core essence and values that resonate with existing customers. While evolving the brand, ensure continuity in delivering the qualities that have earned trust and loyalty. Highlight these aspects to reassure customers of the brand's authenticity and commitment amidst change.

Continuously monitor and measure the impact of the rebrand on customer behavior and satisfaction. Utilizing metrics and feedback mechanisms helps identify areas for improvement and ensures alignment with customer expectations over time.

Customer Feedback: Collect feedback from customers before, during, and after the rebranding. For example, Adidas monitored customer sentiment through social media and online surveys during its rebranding campaign, which helped them tweak their messaging and products to better suit its audience. Metrics and Analytics: Use data to track the impact of the rebranding on key metrics. For instance, when Mozilla rebranded its Firefox browser, they used analytics to monitor user engagement, app downloads, and website traffic, allowing them to make data-driven decisions throughout the process.

Continuously monitor and measure the impact of rebranding efforts on customer behavior and satisfaction. Utilize metrics like website traffic, social media engagement, and customer feedback to gauge effectiveness. Address concerns promptly and adapt strategies based on insights to ensure customer needs are met consistently.

Prior to embarking on a rebranding effort, take a beat to gather your leadership team for a company-wide assessment of: 1) each group of people who will be impacted by the rebrand, from stakeholders to customers to vendors; 2) the order in which each of these groups should be brought into the process and/or informed of the upcoming changes; 3) the overall cost of the physical rebrand, including any packaging, website changes, letterheads, printed signage or advertisements, business cards, etc; and of course 4) the timeline to successful implementation of the rebrand across all consumer-facing touchpoints and distribution channels.

Additionally, consider offering incentives or exclusive perks to loyal customers during the rebranding transition, demonstrating appreciation for their support and fostering goodwill. Clear communication and ongoing support are key to minimizing disruption and maintaining positive relationships throughout the rebranding process.

Additionally, foster open communication channels for ongoing dialogue with customers post-rebranding. Encourage feedback and address concerns transparently to maintain trust and loyalty. Showcase success stories and testimonials to demonstrate the positive outcomes of the rebranding journey.