Rebranding is termed as changing the corporate image of a website and a business. It is a process of revising with a new name, logo, or symbol and modifying the design for an existing brand.
The main objective of rebranding is to give a new life and identification to a product in the competitive market to get an edge over other products.
With the advancement of technology and innovative methods of reaching out to the customers, there are various ways to give a successful makeover to a brand.
As the number of internet users is increasing with each passing day, consumers are using online methods for searching and shopping through websites. Hence this platform can be leveraged to rebrand a website or an entire image of a company. Thus, along with rebranding, growth-driven web design can help increase sales also.
But it’s easy to get wrong and lose your loyal customer base. For smaller companies this can be worth the risk. For bigger companies or high end brands, we would always suggest you consult an expert in luxury PR to assist you in getting it right.
Complete Guide To Rebranding
According to statistics, consistent presentation of a brand increase revenue by more than 20%. This stat emphasizes the importance of successful branding for a business. If a website is not getting good results from its brand reputation, they must need to rebrand it to give a new face to their product or company.
Here, the journey of a successful makeover in a step by step guide is briefly discussed:
1. Analyze your previous errors
This is the first and foremost aspect of rebranding, which needs a thorough and detailed evaluation of the previous approach adopted by the business.
There are times when the management is not directly in touch with the market regarding feedback on their brand. This creates a communication gap between the company and consumers; hence they are unable to identify lapse in their branding strategy.
Once the mistakes and errors are determined, it must be discussed with the concerned team and higher management. A new and fresh strategy must be developed, with creative and productive ideas that are free from previous errors.
With this solid strategy in place, the website will get better consumer perception and credibility.
2. A well-balanced strategy with the previous outlook
Rebranding provides a new outlook to a site and company, but one thing must be considered that this makeover must have some essence of the previous outlook. If a company tries to transform its image completely, it may prove to be an unwise decision which will bring adverse impact.
To understand the point of well-balanced rebranding in a better way, let’s take an example of a popular fruit juice, Tropicana as it is considered as an unsuccessful rebranding attempt.
In 2009, they decided to renew the carton for their orange juice. The old carton had a picture of orange with a straw in it which made it different from other orange juices in the market. After rebranding they changed this image with a glass of juice, this proved to be a total failure, and their consumers were unhappy with this. After getting complaints, the company decided to bring back the old carton back.
3. To get an edge in the competitive market
One of the purposes of rebranding is to get an edge over the competitors. If the competitor of a site is providing the same services and features, then an appealing makeover can prove to be significant to get more customer attraction.
As rebranding is not only about changing the logo or symbol, it can be greatly done by adding a new and exciting feature to the site. This needs to be done with comprehensive research regarding competitors and business to business also.
The benefits of b2b research can help in understanding the trends in the market. Once the analysis is done, a company’s site can develop a rebranding strategy which can take their product to the new heights and lead the market.
4. Get input from employees
The employees of any workplace have a close connection with its product. Their input can provide an in-depth knowledge and extensive feedback about the rebranding. Most of the time, some brilliant ideas and plans come from within the team.
A successful rebranding is not only limited to one specific person or department, but it’s about collective efforts of the entire company, including each person from every department.
The process of rebranding is not easy or simple, it involves work been done by various teams and departments, including marketing, production, and others. The teams put in their minds and efforts behind the rebrand that becomes a true “team effort.”
5. Involve the customer’s feedback
This is one of the most important aspects as it emphasizes the value of feedback from customers, who are the actual highlight of this whole makeover. A site goes for rebranding to adopt a new look so that they can keep their customers engaged in their product.
Therefore, it can be of great benefit, as it takes feedback from their loyal customers. It can be through surveys or polls, for example, in case of change of logo, the site can make few logos and ask for a response from customers as a poll by selecting their favourite.
Reviews can be asked by customers even after the launch of the rebranded product so that it would help the site to evaluate the outcome of the makeover. Testimonials from customers can also attract potential customers towards the rebranded product of the company.
6. Revisit the objective and value
Rebranding is not only about changing the name or look of a site, but it’s much more than that. It’s revisiting the image of a company and its connection with its consumers. To have an effective and in-depth result, the company needs to explore its true value.
They need to revisit the objective, which was the USP (unique selling proposition) of the company. Therefore, before rebranding the site of a site, it is essential to revisit their goal and plan accordingly.
Why rebranding is needed
Rebranding is a broad spectrum and serves various purposes as needed. Some of these are:
- To give new life to outdated branding: If a site is following the age-old theme for its site, it badly needs to rebrand and adopt a transformation in their approach. It will keep their user base hooked to their website.
- To better differentiate from the competition: It serves as a decisive factor between competitors in the market place. Rebranding stands out the product among its peers.
- To outgrow their poor reputation: A website may have a bad reputation with their customer services. As the management decides to reform their services, a rebranding will help them to recreate a better image of their site.
If a site needs to keep leading the market, it needs to improve its brand image. At times, rebranding can not only improve the image but also give a boost to the connection with the prospects. The step by step guide presented above can bring a rewarding makeover which results in the outstanding rebranding.
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