Rebrands: How to get it right

Rebranding is a risky business. Get it wrong and you will leak customer loyalty. But get it right and you will stand out from the competition.

It’s understandable that companies are hesitant to make changes to their look and feel. But subscribing to the ‘it ain’t broke don’t fix it’ school of thought will often leave you behind the times along with the dinosaurs.

Why change? Well, businesses are living breathing entities that change shape and shift according to the market and external factors. What worked when you launched 5 years ago might no longer speak to your customers. And they increasingly expect more from their brands. They expect you to have a personality and to be available 24/7. Fail to tell your story behind your brand and you are less likely to connect with your stakeholders.

A winning campaign calls for more than a revamped logo. Rather it requires an inspirational vision that stirs your customers into seeing you with fresh eyes. Not only should the rebranding process be a great opportunity for employee engagement but also a useful tool to revisit what you stand for and more importantly what you don’t.

Rebrands can reap huge rewards. Take iconic British brand Burberry for example and backtrack 5 years. Remember the headlines about the down market celebs wearing the brand and the association with football thugs? Now fast forward to the present and Burberry has had its fortunes revived through creative director Christopher Bailey and is now championed by A listers including Kate Moss and actress Emma Watson.

So if you feel that your brand is looking tired, why not test the waters first with a mini poll or a focus group? It’s amazing what the looking glass can reveal. Get it right and it will be jam today and jam tomorrow!

If you think it’s time for rebranding, brief the Exchange now!

Image courtesy of FreeDigitalPhotos.net

Chloe

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