The importance of branding cannot be understated; it can truly make or break your business. However, during the lifespan of a business, there may come a time when a complete or partial rebrand is necessary for the growth of your business. This may be because your old image has become outdated or simply because you want to keep up with the times. Whatever the reasoning behind your rebrand, it can be a great way to keep your company looking youthful, fresh and modern.
However, just because you believe it is time for your business to undergo a certain amount of change, doesn’t mean that your customers agree. Often, customers do not like change. They tend to like things just the way they are. As such, you will have to put in some work if you wish to keep them loyal during the rebranding process. For best results, you may wish to try the following methods:
Involve Them in the Journey
Your customers are likely to be more willing to accept change if they are a part of the process. You might try seeking their input on logo design, or ask for their suggestions on some new store signage. By involving your customers into the rebranding process in this way, they are much more likely to stay loyal to your brand and defend your new positioning.
Give Them Plenty of Notice
Change is always a lot easier to deal with when you know that it is coming. As such, it is almost always a good idea to give your customers a heads up about your upcoming rebranding. To do so, you might consider launching a “something new and exciting is on the way” advertisement. This way, those who embrace change can start getting excited early, and those who aren’t happy will have time to prepare for the new creative direction of your company.
Avoid Dramatic Change
Though change is a central part of any rebranding effort, it is always advisable to try and stick relatively close to your old messaging and company focus. For example, if your business previously focused on selling organic cotton socks, your customers should be able to easily accept a change of focus toward organic hemp socks. After all, both options are high-end, organic footwear. However, if your rebranding efforts move you closer to the low-end, environmentally-unfriendly, or mass-market hosiery space, you should expect to lose quite a few of your loyal customers. Put simply, your rebrand should be different, but familiar.
Rebranding a company is never an easy task. After all, you are changing up a formula that has been successful for you in the past. However, by following the methods outlined in this article, you will be able to keep your customers loyal during the rebranding process.
Whether you’re looking to create a brand for your whole new business or refresh your existing brand, our team of qualified experts can guide you along the journey. Get in touch!