Rebranding can be relevant for any brand for a variety of reasons. However, this means that the brand is facing a big, awkward step. But with the following five tips, even this hurdle can be easily overcome.
Step 1: Preparatory Planning
You’re already halfway there with detailed planning, since all assets need to be recreated. The best thing to do is to create a list of brand assets that need to be changed, which usually includes all areas of the company. It is also best to list them according to priority.
Step 2: Communication
Communication should not be downplayed, because the partners, customers, and also your own team must be included in the change. Marketing channels are a good way of addressing a larger number of people at once. However, it is worth defining target groups, existing customers, partners, the press, and also your team – and then addressing them differently and accordingly.
Step 3: Define Goals and KPIs
To measure progress toward the goals, key performance indicators should be established ahead of time; previous key performance indicators are also suitable for this purpose as a comparison. An example of the key figures would be the brand impressions on Google. Google Trends can also be used for this purpose because when the brand name is entered, it is possible to see the demand through the search engine. The demand for the old brand name can also be looked up in this way (ideally, there is a difference between the new brand name and the old one). However, it might take a while until this happens, so the goals should be formulated realistically.
Step 4: After the Renaming
It could also take time for existing customers to get used to the new brand name. It is worthwhile to make plans for the next phase in a structured manner because the more active the brand is and appears, the faster the new name will feel familiar to customers. All channels can celebrate the new era with campaigns for existing customers; the brand can be represented even better by using its own media budget. It is important that the brand message is repeated often so that customers remember it.
Step 5: Stay Patient
It is completely normal if the previous numbers initially deteriorate. This applies to brand impressions, reach, click-through rate, etc. The important thing is to stay patient because the numbers won’t stay that way, it may just take a little time for customers to get used to the new name and trust the ads.
