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What do you do if your rebranding campaign in strategic communications is not achieving the desired success?

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Rebranding can be a complex process in strategic communications, requiring careful planning and execution. If your rebranding campaign isn't hitting the mark, it's crucial to pause and assess the situation. This involves analyzing the feedback, understanding the disconnect, and adjusting your strategy accordingly. It's important to remember that rebranding is not just about a new logo or tagline; it's about reshaping your brand's identity and perception in the minds of your target audience.

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Diana Petru

Global Employer Branding Community Manager at Wargaming | Ph.D. in Modern History
Rishu Anand Mridula

“Communication is a Superpower—Only a Few Possess It!” | IIT Bombay | Open to Connections and Collaborations | Curating…

1 Assess Feedback

When your rebranding efforts fall flat, the first step is to gather and scrutinize feedback. Look for patterns in customer responses, social media comments, and internal feedback from your team. Are there specific elements of the rebrand that are consistently receiving negative reactions? Understanding the nature of the criticism can help you pinpoint what aspects of the rebrand need rethinking. Remember, feedback is invaluable—it's a direct line to your audience's thoughts and preferences.

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Diana Petru

Global Employer Branding Community Manager at Wargaming | Ph.D. in Modern History
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Absolutely, another key takeaway is the importance of gathering and analyzing feedback when rebranding efforts don't resonate as expected. By closely examining customer responses, social media interactions, and internal team feedback, you gain insights into areas that may need adjustment. Understanding the nature of criticism allows for targeted improvements and ensures your rebrand aligns more effectively with your audience's expectations and preferences.

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Shubham Uike

LinkedIn Top Voice 43x | Strategic HR Professional | Campus/University Recruiting | People Analytics & Talent Acquisition | Project Management | Workday Human Capital All opinions shared here are personal.
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"Listen to Learn" A rebrand that's not hitting the mark can be frustrating. The first step is active listening. Gather feedback from internal stakeholders (marketing, sales, leadership) and target audiences. Analyze social media sentiment through social listening tools, conduct surveys with clear and actionable questions, or hold focus groups with a diverse audience. ? What are people saying? ? Is the messaging confusing? ? Does the brand identity feel inauthentic? Listen intently to identify recurring themes and areas for improvement.

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2 Identify Gaps

After collecting feedback, identify where your rebranding campaign diverged from your audience's expectations or failed to communicate your brand's new direction effectively. This could involve messaging that doesn't resonate, visuals that don't appeal, or a brand voice that doesn't reflect the intended personality. By recognizing these gaps, you can make informed decisions on which elements to revise to better align with your strategic goals and audience needs.

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Shubham Uike

LinkedIn Top Voice 43x | Strategic HR Professional | Campus/University Recruiting | People Analytics & Talent Acquisition | Project Management | Workday Human Capital All opinions shared here are personal.
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"Bridging the Disconnect" Here's where your strategic communication skills come in! Analyze the feedback and identify any gaps between your intended message and how it's being perceived. ? Is the message unclear? ? Does the new brand identity resonate with your target audience? For example, if your brand refresh aimed to portray a youthful and innovative image, but social media comments suggest it comes across as childish or gimmicky, you've identified a gap that needs to be addressed.

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3 Revise Strategy

Once you've identified the issues, it's time to revise your rebranding strategy. This might mean reworking the messaging to better articulate your brand values or redesigning visual elements to connect with your audience more effectively. It's essential to be flexible and willing to make significant changes if necessary. A revised strategy should address the shortcomings of the initial campaign while remaining true to the core objectives of the rebrand.

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Rishu Anand Mridula

“Communication is a Superpower—Only a Few Possess It!” | IIT Bombay | Open to Connections and Collaborations | Curating a Network of Innovators | Offering Free Consultations on Communication Strategies and Generative AI
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1. Audience Analysis: Reevaluate the target audience to ensure alignment with the new brand identity. Adjust messaging and channels to better resonate with the audience's preferences and needs. 2. Feedback Incorporation: Gather feedback from stakeholders, customers, and market insights to identify areas of improvement. Incorporate constructive feedback into the rebranding strategy to address any shortcomings and enhance effectiveness.

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4 Test Adjustments

Before rolling out changes on a large scale, test your adjustments with a smaller audience segment. This could be through focus groups, A/B testing on digital platforms, or a soft launch in a controlled environment. Testing allows you to gauge reactions to your revisions and ensure that they're moving in the right direction. It's a step that can save time and resources by preventing another misstep in your rebranding journey.

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5 Engage Audiences

Engagement is key to any successful rebranding campaign. After making adjustments, actively engage with your audience to build excitement and buy-in for the new brand direction. This involves not just promoting the changes but also creating opportunities for dialogue and interaction. Whether through social media, events, or direct communication, make sure your audience feels involved and valued in the evolution of your brand.

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6 Monitor Progress

Finally, continuously monitor the progress of your rebranding efforts after implementing changes. Use metrics like brand awareness, sentiment analysis, and customer feedback to measure success. Keep an eye on how the revised elements of your rebrand are being received and be prepared to make further adjustments if necessary. Monitoring progress is an ongoing process that ensures your rebrand remains on track and achieves its strategic objectives.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your rebranding campaign in strategic communications is not achieving the desired success?

1

2

3

4

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1 Assess Feedback

2 Identify Gaps

3 Revise Strategy

4 Test Adjustments

5 Engage Audiences

6 Monitor Progress

7 Here’s what else to consider

Strategic Communications

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What do you do if your rebranding campaign in strategic communications is not achieving the desired success?

1

2

3

4

5

6

7

1 Assess Feedback

2 Identify Gaps

3 Revise Strategy

4 Test Adjustments

5 Engage Audiences

6 Monitor Progress

7 Here’s what else to consider

Strategic Communications

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