If your business has been successful, it’s grown and developed over time – and it may not be the business you originally conceived. That’s called “progress.” As that growth continues, you may come to the realization that there’s dissonance between what your brand promises and what your firm delivers. Your brand may no longer convey the values and characteristics of your company or product – and even worse, it has become meaningless or irrelevant to your customers. If you find that’s the case, it’s time for a new brand, something that accurately portrays your new corporate image – one that existing customers can relate to and that draws in new customers.
Rebranding is more than simply changing your logo – at least it should be. At Cook + Schmid, our public relations rebranding process starts with positioning. Ask yourself:
• What’s makes you unique, what differentiates you from your competition?
• What’s your vision?
• What values do you want your brand to convey – and will that resonate with your customers?
Your answers to these questions, and others, will help you understand who you’ve become as well as help us develop a brand that accurately and effectively represents your company and products. When developing your new brand, it’s also important to try to look forward, to imagine who you want to be in the coming years. This foresight is important to make sure the brand will last.
An important step to effectively rebrand your company or product is research. Gathering data is critical to understanding your market. This research could include internal and external audits, competitive analyses and surveys. At Cook + Schmid, our public relations team follows a disciplined process to ensure the rebranding is meaningful, relevant, sustainable and effective in communicating with your key audiences.
There are a myriad of reasons to rebrand a company or product. You might want to get rid of a negative image, to better position yourself against the competition or to attract a new client base (hopefully, without giving up your existing base).
Rebranding, or creating a brand, is much more than simply creating a new logo, it’s a process of self-evaluation and self-awareness, of understanding the market as well as your target audiences. Above all, you have to be willing to embrace the changes.
If you’re true to yourself and your company — and you’re innovative in your approach – your rebranding effort will be a success, and you’ll have fun in the process.