Rebranding resolutions: 5 mistakes that could cost you your customers
On average, a company undergoes a rebrand every 7 to 10 years. That means you’re likely to live with your brand identity for a long time, so it’s important you get it right. And when we consider that your brand identity represents your company and all that it stands for, it brings your rebrand into even sharper focus.
You might be considering a rebrand for a few reasons, such as:
- Reputation issues and bad press
- Significant growth or change within the business
- Acquisition of another company or product
- To reposition the business and appeal to a different audience
- An outdated brand identity
- Lack of alignment with company values
Whatever the reason for the rebrand, there are a few mistakes you’ll want to avoid.
Creating a brand identity based on your preferences
The most important people to your business are your customers, so naturally, they should be in front of mind during a rebrand. Their perceptions and opinions are equally, if not more important than those of the board, CEO, employees or anyone else. That’s not to say that input from your team and stakeholders isn’t important. But listening to your customers is critical to a rebrand that resonates with them. Pre-launch testing with your audience helps predict the success, or otherwise, of your rebranding efforts so along with gathering customer insight, it’s worth the time investment.
Not involving stakeholders from the beginning
To take a quote from Simon Sinek and our recent blog about building customer relationships, “Customers will never love a company until the employees love it first.”. So, it’s important that stakeholders and employees understand the purpose of the rebrand and have the chance to provide input and feedback. They live and breathe the business every day, and so their insight is invaluable. Plus taking them on your rebranding journey will help secure their buy-in to the new branding, encourage them to take ownership and become brand ambassadors. Before you make your final decision, why not let us show you how your shortlisted logo designs will look on your name badges.
Change for the sake of it
Going through the rebranding process can bring up some surprising results. You might discover that your brand identity needs very little change, and this can be as valuable as a complete rebrand. So, don’t skip the research part of the process. Gathering insight into how your brand is perceived might tell you that you’ve been getting it right all along. If that’s the case, don’t fix what isn’t broken. Of course, it depends on the purpose of the rebrand but think carefully before acting.
Only revamping your logo
Everyone gets excited about the logo, but rebranding should encompass much more. It’s about mission, vision and values, market positioning, messaging, tone of voice and more. In a nutshell, rebranding is reshaping your business identity.
Customers usually interact with a company in several ways during their buying journey. Yet no matter whether they’re reading your website or speaking to your sales team, your branding should make it clear that they’re dealing with the same company. And so, a rebrand should be rolled out company-wide. The new look and feel needs to be consistent across every part of the business, online and offline and should include every element from visuals to messaging to the tone of voice. That’s why we take care to Pantone-match to your brand palette across all our products including button badges, lanyards and name badges.
CTA: Discover how we can make your rebrand journey easier with our range of branded products and bespoke services, visit www.badgemaster.co.uk