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There is more than one reason that can lead to Rebranding. For example, companies need rebranding sometimes to be one of their competitors.
In this article I’m going to tell you how, and when to decide that your company is in need of a Rebranding Campaign.
What is a Rebranding Campaign?
A rebranding campaign is a marketing strategy, which gives your already established brand a new vision, such as a new name, a new design, a new symbol…etc.
In other words; Rebranding depends on creating a new identity for your brand that already exists.
Rebranding has so many types. We mentioned above (Names, Designs, and Symbols, but it also includes the following:
- Changing Logos.
- Changing Market.
- Changing Values.
- Changing Mission.
- Changing Target Audience.
Why do you need Rebranding?
Rebranding is important to companies for one of the following reasons:
1- Changing their image:
Companies start Rebranding Campaigns when they want to change the image in mind of their customers or competitors.
2- Bad first impression:
Branding is important for companies when they fail to leave a good impression in their customer’s minds.
According to Forbes, it takes people about seven seconds to make a first impression.
Your company may have a complicated name, people usually forget easily. In this case, you need rebranding to change the name of your brand.
Sometimes you need to grow your business; or to create a sub-brand under your main brand, to let this new name compete as one of your competitors, so you can gain a new portion in your industry market.
4- Changing the target audience:
You may target your audience wrong, or you need to target a new audience, a higher level buyer persona, or when you want to go internationally, in these previous cases you need rebranding that is suitable for the new audience.
5- To skip the law:
Do not misunderstand me; I am not telling you to break the law for sure.
Some known names in today’s market did a Rebranding Campaign to skip illegal things because their image in customers’ minds is related to crimes or something illegal.
To be honest; it is the dark side of rebranding.
6- To attract new customers:
Some known names are rebranding their designs to attract new customers, for example, Coca cola and Pepsi.
In fact, it is a good way to increase your sales and enhance your brand recognition.
How to start a Rebranding Campaign?
As you can see; Rebranding has many benefits, but how to start a Rebranding Campaign?
1- Ask yourself “when”:
Choosing the right time is as important as rebranding. Set a realistic timeline for the new launch. Prepare well, and choose seasons for example to announce your new brand.
2- Target your customers:
Target the interested customers, and tell your current customers that you are rebranding, so they can follow your new brand.
Do not forget to choose how you are going to tell your audience about your rebranding, and remember to leave a good impression.
You should also choose different relevant ways to tell your audience; such as Social Media, websites, and emails.
Here are some steps to design a rebranding strategy:
1- Define the reason:
You should start with the reason for rebranding, which can be one of the following:
- Your brand is no longer presents who you are.
- You need to compete in a new market.
- You are about to launch a new product/service
- You have a legal reason.
2- Do good research:
Take time to do good research, in order not to lose your current brand.
3- Choose the new identity:
Choose carefully the new identity, and remember to choose a remarkable name and catchy design.