Strong branding is a necessary prerequisite to success and your business needs to be sure about its own brand identity if customers are expected to trust and invest in it. Branding creates a specific profile and projects who you are and what your business has to offer so it’s paramount that you hit the nail on the head. But what happens if you don’t get it right first time, or when your brand needs a makeover? That’s why we’re here to talk about rebranding.
The right branding will enable you to target the right customers and align yourself in the best position in a bustling and competitive marketplace. It will allow you to create the solid brand identity that you need to be serious contender but what happens when your branding fails? Maybe you’ve completely missed the mark or need to reinvent a successful company to cater for the modern marketplace, rebranding might be the key you need to increased sales, engaged customers and to stop living in the shadows of your competitors.
Whether you’re looking to completely relaunch your brand with an entirely difference image or simply renovate what has previously worked for you, rebranding is a great way to go. Whether it’s just the next step in your entrepreneurial masterplan or last chance saloon for a drowning business, rebranding is an avenue worth exploring. Once you’ve done your initial investigations and got a preliminary feel for what this process would entail, it’s time to put your thinking cap on and give this decision some serious consideration.
Rebranding isn’t something that should be taken lightly as you don’t want it to be a case of out of the frying pan and into the fire. But if it is something you believe will breathe life back into a struggling venture or give your business the boost it needs to really kick ass then grab yourself a cuppa and keep reading. We’ve pulled together a few top tips to think about when it comes to giving your brand a reboot to ensure that the all-important transition is as smooth as can be.
Make sure your team is on board
Branding isn’t all about the aesthetics and the visual aspects of your business, it’s as much about the company’s values and professional practices too. This means you need to ensure that you are explicitly transparent and honest with your employees to make sure they are on board with any big changes you want to make. Of course, as the business owner you are entitled to the final say but you must remember that your workforce are what keep the wheels turning so it’s worth taking their opinions into consideration.
Make sure you include them in a vast majority (if not all) of the major decision processes and be clear about your future plans, especially if you’re running a particularly small business with a very modest team. Hold regular staff meetings and encourage one-to-one catch ups to ensure that you’re listening to everything anybody wants to contribute. Doing this will make your team members feel valued and appreciated, which is vital for cultivating a working atmosphere that inspires productivity and effective team work. We’re guessing you aren’t a superhero and can’t do everything all by yourself so it’s essential that you keep your employees on side during this period of flux.
Don’t stray too far from your roots
Admittedly the whole point of Operation Rebrand is to makeover your company’s current identity and create a change from what already exists. However no matter how drastic you want this evolution to be, it’s important not to lose sight of your original values. There is a subtle but definite difference between rebranding an existing business and starting up a whole new company and you need to find this distinction before you can make any productive headway.
A confused brand identity is a sure fire way to turn customers off so you need to remain clear and sure about who you are and what you have to offer the consumer market. You can do this by maintaining elements of your original brand identity, be it colour scheme, logo or ethos. This will prevent your existing demographic from feeling lost and in the dark about what you’re doing and ensure any new and potential customers aren’t totally baffled by mixed up branding.
Seek the expertise of qualified professionals
The branding of your business and the seamless transition required to pull off a successful rebrand is delicate but essential to get right so it’s worth investing the time and money into getting it spot on. One way you can achieve this is by enlisting the help of qualified experts who can assist in the various processes involved in rebranding such as graphic design, marketing and accounting, as well as the various legalities that you will need to adhere to.
Outsourcing to freelancers here will not only benefit your budget, it will also mean you can save valuable time. If you want to know more about how hiring freelancers can help your small business grow then click here.
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We work very closely with our expert accountants to bring you the latest factually correct tax and accounting news. We also enjoy writing about small business news that we hope you find useful!