Rebranding and its Challenges for Brands

There are tonnes of challenges and malfunctions organisations can run into when determining to rebrand. However, what are the areas that are more common to be alert to? Here’s what you need to know:

Lack of research

Marking down research that is solid at the beginning of your rebranding journey means you will make conclusions without having penetrations to hand and all the directing tactical information. What won you yesterday may not win you battles today. Adopting to new products and methods are at lightning fast by consumers. Did you do your homework well?

Identifying Key Stakeholders

It is must and crucial to have key stakeholders from the various walks of the organisation into the brand development journey. Understand the application at various level from the brand custodians and ensure an internal 360 opinion poll is done on the rebranding thought process. On the flipside, there is a fine line between becoming overwhelmed with feedback from all the areas of one's company and engaging your key stakeholders.

Enabling personal choices to get in the way

We have seen brand owners getting too emotional on the brand they have developed over the years and block every new thought process that might lead their brand to a very new future. We are all passionate about our own brands. However, it is important to stay objective when transferring throughout the rebranding process. Stay objective about taglines and possible proposals and don’t bring personal tastes when developing the visual identity.

Rebranding Exercise is not your campaign

Taking on a campaign-only state of mind might lead to dynamic, catchy taglines yet it does not empower the building of brand equity that will survive beyond the latest marketing tendencies. When going throughout the procedure that is rebrand it is important to remember that this is over just a launch campaign – your brand is the directing force behind every bit of promotion and promotion you do.  

Breaking Bad with your Brand Guidelines

Breaking brand guidelines in your communication portfolio are it your digital assets or the offline efforts. How may you anticipate your internal teams and external providers to follow the guidelines if you do not? It is important to keep the consistency of visual expression for maximum impact. Play by rules. Keep your brand guidelines followed every single time.

Underestimating the transformation attempt

It may be tempting to simply roll out your brand across your entire parts that are old, but what needs to be updated and what needs to be retired? What new assets do you want that you do not presently have? Moreover, it is not only advertising assets: your brand covers sponsorships, company records, presentations, IT, recruiting and internal use. The risk is in underestimating this attempt. Setting together a stakeholder group that is working should ensure your rebrand covers the demands of your organisation.

Keeping your Marketing / Design Agency in Bay

External providers can bring your brand to life via security that is owed; whether which includes video or signage content. Creating a comprehensive briefing session between your service provider and any design nuances will be prevented by your external providers from becoming lost in transformation.

Observe and measure the brand evolution on a continuing basis which helps you to refine and improve incrementally. This step-by-step progress will save you from having to undertake a costly overhaul farther down the path, and you will be kept by the continuing assessment of your brand on top of what the market expects out of your brand.

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