This is a guest post by Sam Taylor, a senior writer and product manager from a trusted hosting reviews company.
Oftentimes a company will appear on the market and after years of its existence, a name change occurs. Not only is there a change in the name, but the company’s overall design, image, products or services takes on a complete new look. This is known as “re-branding”.
Re-branding is associated with a business that is trying to disassociate itself from a negative image as a result of an occurrence that has happened to the company or its product.
How important is re-branding?
The new image and the great impact that has been placed on the company’s product representation sends out a complete new message about who they are and what they represent. It is very important that the company’s identity be handled with some degree of sensitivity and care so as not to run old customers away and at the same time attract new clients.
Although there is a new look, strategies must be devised so that the customer’s attention instead of being drawn away by the changes, is refocused on the product and how it can best serve their needs. After all, it has to be a marketing approach that presents a product with great qualities, competitive pricing, value, and distribution that is efficient. This will ensure that the brand remains at the top of its category.
Why and when should a business consider re-branding?
Changes are taking place on a daily basis that include competition, consumer’s need, distribution, and above all technology. Therefore, it only makes sense to continually look for ways to modify and better the brand of product or service with new perspectives and ideas. Other reasons why a business should consider re-branding are:
1. Lack of customer interest
Reasons why a customer’s interest may be slacking include general image, customer service style, communication strategy, product design or an emotional message the brand is communicating. At this point, the company should analyze competitors with higher rankings, making sure the brand is unique enough that it differentiates its service or product from theirs.
2. Decline in sales
Your sales will be a good indicator. Bring in some “fresh eyes” to help determine if it is time to clean the slate and start anew. Too often internal company traditions, such as staying true to the original founder’s perspectives, can be an obstacle in moving the company forward. A new view can give a different outlook on what is working and what is not. There are companies that are known for sending their products out into the market and having taste test demonstrations set up to find out which product the customer preferred, the old or the new.
3. Ineffective brand name
Thought and research should be given to a brand name before placing it on the market. You have to look ahead at what changes might take place, customer’s opinions as well as attitudes, and the state of the environment years down the road. Analyze the international market; some brand names are not suitable or may be offensive to another language or group of people. Be thorough in your research by checking every avenue that might possibly affect and decrease sales because of the name that has been chosen to represent your product or service.
Elements that should be changed
1. Opinions
Increase the appeal of your service or product that will change the opinions of the mainstream. The new perception based around the brand’s name should persuade consumers to forget the old and turn their attention to the new.
2. Brand’s Name
This is not about what is said about a company, but rather its reputation and how it is represented. It defines who the company is, the values that they hold, and what products or services it offers.
3. Brand’s Logo
Changing a logo involves more than just replacing one font by another. One should keep in the mind when making the change why the changes are needed, the customer’s view, and the longevity of the logo. In addition, keep the changes to new design at a minimum and as close to the original as possible.
4. Image
When the image of a company has been tarnished, then it is necessary to revamp the good name and appearance by distancing itself from the negative images of the past. Negativity does not only damage the image, but also the good reputation and profitability of the company.
5. Marketing Strategy
Many companies do not understand the importance of developing a backup strategy to support their brand. Without a clear plan it is impossible to define a company. The best results can be accomplished by investing time and money in cultivating a clearly developed and effective marketing strategy.
6. Advertising
Advertising and promotion of the new brand is what gains the attention of the public. The planning and designing of an effective advertising campaign promises positive results. It must be a campaign that is affirmative, mind changing, and straightforward, calling the attention of people to the product or service that is offered.
Advertising through different forms of media can be effective if it is handled correctly. A lot of money is always behind the scenes of advertisements and it can make or break your campaign. Radio plugs and commercial ads brings high chances of getting your new brand to be noticed again and of course, ads will always be useless if everything on it isn’t true.
Avoid false advertising. You do not want to generate misleading expectations or disappoint your customers while you are redeeming your product or service and trying to get back into the spotlight.
Integrating a business web hosting service to update or design a website centered on the new brand is a also a good strategy to have your new branded product/service achieve an online presence. It will always be hard to establish your brand but you’ve got to start somewhere and having an innovative website for your product can be a good start.
Whether it is a long standing or a new brand that has graced the red carpet of the marketplace, when it comes to making a change for whatever reason, sensitivity must be given to the action that is being taken. The vision of the change must be broad enough, that it leaves nothing and no one out; receptive enough, that it considers all whom it may affect; and simple enough, that no one is left with any questions.
About the Author: This article was written by Sam Taylor, a senior writer and product manager from a trusted hosting reviews company HostingObserver.com, provider of best quality webhosting reviews and web development resource.
REBRANDING VIDEO:
Do you need to rebrand or do you just need more visibility? Check out this video:
