6 Tips for Reinventing a Brand

Are your sales plateauing? Does your current brand feel jaded? Or would you like to take advantage of a prevailing movement to revamp your products’ appeal? Perhaps it’s time you thought of reinventing your brand.

But what is a brand to begin with? Is there more to it than your logo and signature colors? Yes. Your brand is the sum of all the ideas, concepts, values, and imagery representing your business and its products to the outside world. How sales staff dress and treat customers at an outlet is part and parcel of company branding.

Rebranding or revamping your current brand holds many benefits for a business. It can force you to rethink your production processes and develop more efficient means of production. Your new-look brand can help you connect with an entirely new demographic. You can really set yourself apart from your competition by reinventing your brand. You can establish yourself as a pioneer in your field.

With these juicy benefits in the offing, you may be wondering where to get started with your rebranding effort. Here are some steps you should take:

1. Inform Your Audience

One of the ways you can ensure that your reinvented brand is received well by both your existing customers and your target audience is to tell them about it. Let your customers know why you felt refreshing the brand was necessary. Let them also know how the brand change will benefit them.

Failure to do so may make the customers who have been with you over the years suddenly feel alienated. This is reason enough for them to begin flirting with your competitors. Communicating the brand change to potential customers will make them feel like they’re part of an exciting new journey you’re embarking on.

2. Recognize Buyer Feedback

Before you embark on the rebranding exercise, engage your customers. Conduct a survey geared at finding out how they feel about your current brand and what changes they would like to see in it. You can use some of the ideas they share in your rebranding exercise.

3. Study Market Trends

Another way you can ensure better buy-in for your newly relaunched brand is to study what is currently in vogue in the market. Is your target audience in a nostalgic mood, dusting off and reintroducing past fashion trends and listening to past hits? Then it could be a good time to reintroduce your brand with its original imaging.

Are there particular influencers who are hot on social media that it makes sense to partner with for the launch of your refreshed brand? Sustainability has become a buzzword that is being heard more and more loudly in business circles. You can include an environment-friendly angle to your new brand as people want to be associated with products that won’t harm the planet.

4. Upgrade Technology

As you seek to revamp your brand, you should re-examine your business’ relationship with technology. When was the last time you updated your website? Most people access the internet from their mobile devices. How mobile-friendly is your website? If your brand is to gain the visibility you desire, your website should also be easy to find through search engines.

You should also look into maximizing the reach of social media to spread the word about your revitalized brand. For your online marketing strategy for your new brand to be effective, you need to build a body of share-worthy content and add value to them that the audience will appreciate. If you don’t have resources in-house to achieve this, you need to find a reputable firm in the content creation business.

5. Consider a Name Change

Sometimes a clean break away from your past brand identity represents the best option for rebranding. This may include re-envisioning your logo, rejigging your brand colors or even changing your name. You could choose to shorten your name into just its initials to make it more memorable and easier to roll off the tongue.

Changing your name can make it more appealing to a more youthful demographic, or invest your brand with the aura of conservatism and reliability that appeals more to the older generation.

6. Create a New Design

When you come up with a fresh new logo, a snappy new tagline or brighter signature colors, anyone familiar with your business will know you’re serious about your rebranding. The trick is to create a design that will appeal to potential customers without alienating your existing customers.

Achieving this delicate balance might mean bringing in professional help. A creative agency New York City businesses can rely on, for this is one that has a proven track record. Before you bring an agency onboard, scrutinize their portfolio and analyze the impact of any rebranding activities they have been involved in previously.  

Hearts and Minds

The end game of any reinvention of your brand should be enhancing your appeal to existing and potential customers. Your focus should not be on creating a sexy new brand. It should be about capturing hearts and minds.