When you own a business, branding is extremely important. Your brand is the way your customers identify your business. It directly impacts how a customer views your product or services and is the first impression new or potential customers will have of your business. Make sure that your brand is doing everything it can for your business.
Sometimes you might find that you need to change your branding. There can be a lot of reasons you might want to rebrand. But if you are looking at rebranding your business, there are a few steps you should consider. Be sure to create a plan before you start so that your rebrand goes smoothly.
Determine the Goal of Your Rebrand
Rebranding is a step that should only be undertaken with good reason, as you risk losing loyal customers with a rebrand because they won’t recognize your business anymore. But there are some reasons a rebrand makes sense:
- If you are looking to target a new demographic as customers, you might need to rebrand your business to get that demographic to look at you.
- If you decide to change company goals or emphasize goals you already had but hadn’t made a big part of your messaging, you might be looking at rebranding.
- If your company is under new leadership, you might also rebrand around a specific new product or service you want to make the centerpiece of your organization.
- You might need to rebrand in the case of bad press or publicity.
Before making a decision, it’s a good idea to take a step back and see what a fresh look for your business can do for you.
Harness Social Media
Social media is key to the success of any business these days. If you are doing a rebrand of your business, social media is the first place to start making those changes. The first thing to do is decide what you want the new social media handles to be and check for availability. You can do this easily by searching social media platforms for your desired handle.
One consideration for a social media rebrand is to create all new accounts and delete the old ones. Especially if the issue was due to negative press, you want to make sure there is a clean break from the old view of the company.
Another important strategy is to follow and interact with businesses and people you admire and with whom you want to align your business. Who you follow can tell potential customers a lot about what your business supports and what you believe.
Let Your Network Know
Rebranding doesn’t mean you have to lose your loyal customers or professional contacts. Before deleting your old social media accounts, let your followers know about the rebrand—unless it was particularly bad press—so that those who want to follow the new account know where to go. You can also do that in an email to those customers who are on your email list.
Depending on your reasons for the rebrand, you can reach out to individuals you trust and explain the situation and invite them personally to support your rebrand by following your new social media accounts. You put in a lot of hard work to gain those contacts and customers, so don’t think it was wasted.
Work with Professionals
Whether or not your rebrand is due to negative press, consider looking into what a professional reputation management service can do for you. You are a professional, so you should hire professionals. Professional reputation management service providers can do a lot of things for your business, including remove negative reviews from Google results, help you take down any fake impersonation accounts, and ensure that the information out there is the information you want out there.
Professionals in reputation management know where to start when trying to revamp how consumers see your business, so consider using their expertise.
Remember You’re in Good Company
Rebranding is a big task. It can be stressful. And as you search for information to help, it is easy to find disaster stories of rebrands that went horribly wrong. However, when done right, it can provide a nice refresh for your company. Many prominent companies have rebranded for various reasons, and most of them have come out stronger for it.
Dive Right In
If you have decided a rebrand is the right move for your business, do it intentionally. Take comfort in the fact that you know your business, and you know your team. As long as you have clearly defined goals for your rebrand and a strong plan in place, it will be a success.
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