Rebranding in itself brings positive emotions – always positive expectations and therefore they need to be fulfilled – this is quite more difficult than just changing the logo, name, identity or culture.
We have a lot of experience, both on our own and within Generations Brand Consulting Agency – both from big and smaller brands. And since rebranding is a complex, costly, communication and process-intensive matter that interests you, we will share our practical experience and highlight some important aspects of the change.
As always, we are available for any questions – feel free to contact us.
1. What I lose vs. what I gain
In the Central European region, it is important to answer the question for employees and customers: “What am I missing out on?” It’s more important than answering the question “What do I gain?” So reassure everyone that they won’t lose anything by rebranding; on the contrary, the quality of their experience with your brand will increase.
2. Research – an essential part of rebranding
You need to know what the market thinks about the old brand, the new brand, the competition, the business perspective, the identity, the name, the colour scheme. You need to know in advance what the target groups think in order to avoid making the wrong decision about the emphasis of the communication and the non-acceptance of the brand. You can’t “just think” you’re doing the right thing and later find out that customers think the opposite. You only have one chance, not to mention the high financial cost. For example, one of the reasons for rebranding the Italian grocery store Primitivo to Perfetto was the negative perception of the Italian grocery store name – even though Primitivo is the name of a great wine.
3. Increased communication
- Intensive operational communication with all stakeholders is key. You should reach the target group with your messages 5 times or more. Don’t feel that because you personally handle rebranding every day that others are handling it the same way – it’s not true. You need to communicate with employees and customers on a sometimes daily basis at a higher level, the change needs to be explained consistently, rationally and emotionally.
- Prepare your Q&A – competitors will start telling untruths, mistakes will start being attributed to rebranding, anything can happen and you need to be prepared and not react rashly. You’ll know from research what to watch out for.
- Competitors don’t sleep and will use rebranding to attract employees and customers. Their moves are predictable, don’t underestimate them – prepare for them.
- A specific situation is when a leader is rebranding – you need to reassure all stakeholders that there is no bankruptcy or anything similarly negative behind it.
4. More important than the initial date is the final date of rebranding
Rebranding is financially challenging because you are changing the identity and a lot of existing materials. Few people have the financial resources to rebrand from one day to the next. If you don’t have an end date for the old brand, you’re extending the life of two brands and feeding two brands with your communications. That’s a waste of finances, but more importantly you’re robbing your brand of its growth potential. After all, you only want to support the one and new brand. Deadlines will “stifle” everyone’s efforts going forward.
5. Prioritization
The rule is that everything and all materials that the customer comes into contact with are rebranded first, then the other carriers are rebranded gradually.
6. Rational reasons
Customers also need to bring something new to the rebranding (answer to the second question – What do I get?). We recommend not to create a completely new product or service, because it can be difficult to ensure, for example, one hundred percent functionality, and if such a new product should not work well, it may happen that its mistake will cast a negative emotion on the new brand. Therefore, we recommend to select the one from the existing roadmap of products or services that will best suit the nature of the rebranding. If you have had such an activity pre-planned, tested, simply thought through and if the new brand can deliver it, that’s good news.
7. Opportunity for business
Use the increased spend on communications and change to win new business. You have a new chance to reach out to older inactive customers, or even re-engage those who have left you in the past.
