The 6 Best Practices for Successful Business Rebranding

Questions like "Will it be a resounding success?” “Is it going to be a misstep?" “Is it really the right time to do this?” might be racing through your mind.

Rebranding, you see, is not just about changing logos and colors. It's about reshaping your company's identity, values, and customer perception. In other words, it's the opportunity to craft a narrative that will captivate your audience and breathe new life into your venture.

Let’s break down some actionable practices to make sure that your rebranding journey leads to triumph, not turbulence.

What Is a “Successful” Rebranding?

Before we get into the nitty-gritty, it's important to make sure we're all on the same page about what it means to have a "successful" rebranding. 

After all, the term "success" can vary greatly from one business to another, and what works like a charm for one company may not necessarily fit the bill for another. 

So, what exactly is a successful rebranding, and how do you measure it? 

Alignment with Brand Objectives: Assess whether your rebrand aligns with your organization's goals and objectives. If your rebrand brings you closer to your intended brand identity and values, it's a positive sign.

Enhanced Brand Perception: One of the primary indicators of success is an improved perception of your brand among your target audience. This can be measured through customer surveys, focus groups, and by tracking shifts in public opinion through tools like social media sentiment analysis.

Increased Customer Engagement: A successful rebrand should lead to increased customer engagement. You can monitor this through metrics such as website traffic, social media interaction, and customer feedback.

Market Share Growth: Observe if your market share expands post-rebranding. If your rebrand has been successful, it should attract a larger share of your target market and potentially even expand your customer base.

Financial Performance: Improved financial performance, including increased revenue and profitability, is a clear sign of a successful rebrand. Compare financial data before and after the rebrand to gauge its impact.

How to Perform a High-Performing Rebranding

Performing a high-performing rebranding is a complex and multifaceted process that requires careful planning, execution, and ongoing evaluation. Here's a step-by-step guide to help you navigate the rebranding journey successfully.

Know Your Objectives

First thing first. Begin by defining your rebranding objectives. What do you want to achieve with this rebrand? And why do you do a rebranding in the first place?

Having specific objectives allows you to measure the success of your rebranding effort. You'll be able to track and evaluate the impact of the changes you make. And without one in hand, your rebranding efforts can easily lose direction and fall short of their potential. 

Rebranding should align with your organization's broader strategic goals. Whether it's expanding into new markets, attracting a different demographic, or adapting to industry shifts, your objectives must harmonize with your overall business strategy.

Research and Analysis

This is often the overlooked one. Some businesses are just way too focused on themselves that they forget their competitors, their customers, and the ever-evolving market landscape.

So, before you embark on the exciting journey of transformation, take a step back and immerse yourself in the world of data and insights. Understanding your current position, your competitors, keeping yourself up-to-date with current situations including the internet and YouTube trends, and your target audience is not just an option; it's a necessity. 

Conduct a comprehensive analysis of your current brand, market, and competition. Understand your customers, their needs, and preferences. This research will serve as the foundation for your rebranding strategy.

Brand Identity Redesign

Brand identity redesign is like giving your brand a makeover. It's all about how you look and how people recognize you. What's cool about it is that you can infuse your brand with new energy and meaning. 

You can reflect on your company's evolution, adapt to new trends, or simply make yourself more appealing to your target audience. Remember, your brand's visual identity should be consistent and memorable. When people see your new logo or colors, they should instantly think of your brand. Make sure it's a change for the better and one that resonates with your audience

Repositioning and Messaging

Since you might have a different target audience, different markets, or even different brand personalities, it’s crucial to re-craft your messaging. It means you need to find a new way to communicate or get your message across to the audience.

From your animated promotional videos to social media posts, you need to define the tone and voice that align with your brand's personality. Whether it's professional, friendly, authoritative, or playful, consistency is key. Also, consider choosing a message that can evolve with the changing needs and preferences of your audience. 

Gather Feedback

Gathering feedback during the rebranding process is just like having a GPS system that guides you through unfamiliar territory. It serves as your valuable compass. After all, you will need others’ (whether it’s your own employees or customers) insights, direction, and the means to make informed decisions.

Let your customers give their opinions about your rebranding and their experiences so far. Collecting feedback places them at the forefront of your rebranding effort. Their opinions, preferences, and concerns are crucial in shaping a brand that resonates with them. They highlight areas that need improvement and areas where you excel. Use surveys, social media listening, feedback forms, etc.

Don't forget your employees. They are on the front lines of your rebrand and can provide valuable insights. In fact,  at least 49% of companies link good employee engagement to good branding. So, ensure they have a channel to share their feedback about how the rebranding process is going so far.

Consistency is Key

Maintain consistency in branding across all touchpoints, from your website and social media profiles to marketing collateral and customer service interactions. This consistency ensures that your brand is instantly recognizable and remains coherent in the eyes of your audience.

Color palettes, logos, typography, and even the customer experience you give– all of them should be consistent. It all boils down to one thing: reinforcing your new brand's personality and values in the minds of your audience.

Wrapping Up

Rebranding is such a risky thing to do for every business. But, behind all of the challenges and uncertainties lies the promise of growth, evolution, and revitalization. It's the chance to breathe new life into your brand, to reinvent, and to captivate your audience in a fresh, compelling way. 

After you do all the points mentioned above, don’t forget to continuously monitor the impact of your rebranding through key performance indicators (KPIs). Be prepared to adjust your strategy based on the data and feedback received.

About the author:

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). 

Twitter: @breadnbeyond

Email: andre@breadnbeyond.com 

LinkedIn: Andre Oentoro