One rebranding please

Recently I wrote an article on whether and when to rebrand. Rebranding is a very complex process that, in most cases, includes more than just a visual identity redesign. It is done on multiple levels and, depending on defined goals, includes changes in strategy. In order to accomplish that goals, it takes a lot of time, and money. Offcourse, when done well, rebranding meets all the costs.

But how much does it cost to rebrand?

If your current branding is sloppy:

• you are spending your budget on marketing activities that do not bring desired results
• your brand is out of focus
• you are trying to be everything to everyone, instead of focusing on desired nische
• lack of defined goals and strategy demand more effort for less results
• it is a question of time when competition will leave you behind

Knowing all this, the better question is: How much does it cost not to rebrand.

Some things to consider before rebranding

Think first. Then decide. If you are still sure that your company is in need for that kind of a change, make sure that you: call a professional for an objective advice regarding your problem; have a clear picture of your problem and desired outcome. Even some big firms with big budgets failed in their rebranding attempts, just because they didn't have a clear picture and strategy plan.

The gaffe at the Gap: a rebranding is reversed

 

Research. Regardless your feeling that you need to go with something new, do make a thorough research on your most loyal customers thinking. Otherwise, losing your biggest brand advocates is on stake.

Tropicana Line's Sales Plunge 20% Post-Rebranding

 

Outsource. It's not an easy task, so hire a branding professional. That way you will get an objective perspective and, at the end, great rebranding.

Examples of good rebranding

 

Top 20 Branding Mistakes - pdf (93 KB)

Still not sure? Don't panic! Take a deep breath and call +38513861365

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