When you redesign your brand, your company takes on a new identity in the marketplace. Companies typically rebrand when they want to reach new markets, update their image, market a new product or service line, or after merging with another organization. A brand redesigning effort can be as simple as a retailer giving his display windows a trendier look, or as complex as a newly-acquired manufacturing company overhauling everything from product packaging to the way it bills its customers. The steps to developing a new brand include such branding fundamentals as understanding your target markets and identifying what you bring to those markets. But rebranding also requires its own set of considerations. Among the most critical:
The best contacts and resources to help you get it done
Brush up on branding basics and trends
Whether you’re new to branding or it’s been a while since you’ve launched a new brand, it’s time to get up to speed on the latest thinking about branding.
I recommend: Check out world-renowned
branding consultant Martin Lindstrom’s Web site for a host of branding tools, including books, a video blog, DVDs and a collection of insightful (and free!) articles. Although small businesses probably can’t afford this guru’s speaking fees, you can
download free snippets of his presentations on the site. Brandweek magazine’s
Brand Builders department provides case histories on how various brands have been conceived and executed.
Hire a rebranding expert
Let the pros help you formulate and execute your new brand.
I recommend: BrandChannel offers an online directory of professionals ranging from branding strategists to packaging designers.
Tap into logo power
Give careful thought to your logo. It’s one of the most critical elements of your new brand. If you doubt that, consider the power of Nike’s famous “swoosh” logo.
I recommend: Go to
Creative Hotlist to find graphic designers who have logo-design experience. If you’re in a hurry,
Logoworks can deliver several logo concepts to you in just three business days.
See how award-winners did it
Wondering what a successful rebranding campaign looks like?
I recommend: View examples of award-winning rebranding programs for all types of businesses, including small companies, and check out rebranding strategies at
Rebrand.
Introduce your new brand to existing customers
If you have a database that includes contact information for your current customers, you can announce your rebrand to them via a direct mail campaign. According to Hank Blank, of Hank Blank Inc, a marketing consultant who has worked on some of the world’s largest brands, “The key thing that they should convey is what is new about the product.” What about the time-honored practice of reassuring current customers that you’ll still deliver quality products or services? “Quality and service are generic claims and basic points of entry. Who sells bad products with lousy service and continues to survive today?” says Blank.
I recommend: Send a postcard or flyer to existing customers using a direct mail service such as
Database Marketing Group. Their offerings include turnkey direct mail services and database management. If you have permission to e-mail your customers, check out
Campaigner.com where you can use templates to create direct marketing e-mail messages, automate your e-mail delivery and manage your contact lists.
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