Sometimes, your company image needs a refresh. A good rebranding strategy can be a great way to revitalize your organization and attract new customers here in San Jose or anywhere else in the world. Rebranding allows you to present an upgraded corporate persona, shift your marketing targets or simply say “We’re new and improved!”
However, rebranding isn’t easy: a lot of thought and strategy is required to pull it off. These are some of the elements of a solid rebranding strategy that we use in our own work, when helping San Jose companies succeed.
4 Ways to Help Your Rebranding Strategy Succeed
1 – Start your rebranding strategy with plenty of research
You might have a good idea for a new branding – but will it sell? Look hard and do plenty of hands-on research into your target markets to see what sort of reaction you’re likely to get from users. Doing some focus groups and giving the members multiple branding options to choose between can be a great way to narrow down your choices.
Also, be sure to take a close look at the competition – you want your new brand to stand out, so do something that they’re not doing.
2 – Good communication smooths the way
Some people are going to be more resistant to change than others. You can’t always convince everyone of the validity of your rebranding strategy, but the better you can communicate it, the more likely they are to fall into line.
This is particularly important if you utilize third-party sales partners. You’re almost guaranteed to have problems if you spring a surprise rebranding on them. They should be involved in the rebranding strategy early on to help guarantee they’re onboard.
Along the way, document everything. You never know when you’ll need paperwork on-hand.
3 – Make the most of your rollout
The rollout of your new branding should have at least as much planning as the rebrand itself. You’ll need both internal and external PR campaigns and some sort of launch party is always a good idea. You want to generate as much publicity as possible to ensure people hear about the rebrand and aren’t caught off guard.
Tips on how your creative rebranding strategy can increase your online lead generation
You’ve seen it before. Some companies are successful when acquiring or merging and developing a creative rebranding strategy with other companies. But for some, it becomes part of a painful legacy. Remember when Hewlett-Packard merged with Compaq? Or when Borland bought Ashton-Tate? Or when Oracle bought PeopleSoft? Or when 3Com bought Palm, and later HP bought Palm OS?
If you were in charge of marketing and maintaining lead generation gains during one of these mergers, you experienced first-hand what worked and what didn’t work. The business challenge of developing a rebranding strategy after a merger requires melding assets and liabilities. From boardroom to branch offices, “who we are, what we do and why it matters” is richer, more complex than ever before.
Flexibly and Successful Strategy
It’s at this type of flex-point, that the opportunities for success are greatest. But only if companies seriously rethink their offering, audiences, and go-to-market strategy. They can be exhilarating, stressful, celebratory and transformative. But, if you approach it by committee, you risk creating a camel instead of a horse with no unifying plan or vision.
To make certain your rebranding strategy creates a horse, you need to:
- Get help from a creative branding agency
- Develop a fresh, creative approach for differentiating your company
- Improve your market presence and increases sales
- Dress up your customer-facing materials with new branding, positioning, and messaging.
- Reassure customers of the value-add
Not the time for shortcuts
For major corporate rebranding strategy projects, you need to use qualitative research to uncover current perceptions and impressions of your company or individually of the companies that merged. Armed with fresh information, you have the opportunity to revitalize your brand and close the gap between existing marketplace perceptions and where your company wants to be.
Key Focus Areas
The new, combined company will be successful if you concentrate on the following 5 areas:
- Visibility and effectiveness of your website
- Credibility of your relationships with key media and analysts
- Strength and awareness of your brand
- Performance of your lead generation programs
- Effectiveness of technology solutions to support lead nurturing tactics, and critical KPIs
4 – Get ready to do some policing
Even the best rebranding strategy can fail with bad follow-through. You’ll need to be proactive about correcting partners who are still using old logos, who don’t have the right color scheme or otherwise are going off-brand. The initial weeks and months after the rebrand reveal are most crucial. If you let the new branding become diluted it may never recover.
Need a new look for your San Jose business? HiveMind Studios is a creative marketing group who can help you develop an awesome rebranding strategy. Contact us for a free consultation!