{"id":18373,"date":"2023-10-22T13:11:06","date_gmt":"2023-10-22T13:11:06","guid":{"rendered":"https:\/\/mysourcefunding.com\/startups\/how-to-seize-the-opportunities-of-rebranding-and-avoid-the-pitfalls\/"},"modified":"2023-10-22T13:11:07","modified_gmt":"2023-10-22T13:11:07","slug":"how-to-seize-the-opportunities-of-rebranding-and-avoid-the-pitfalls","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=18373","title":{"rendered":"How To Seize The Opportunities Of Rebranding And Avoid The Pitfalls"},"content":{"rendered":"
\n

Rebranding has the power to transform your company. Handled well, a rebrand can modernize your brand, attract high-quality leads, and prepare for growth and scalability. Yet, the process isn\u2019t without its potential pitfalls. That\u2019s why it\u2019s essential to adopt a philosophy of pragmatism throughout the process.<\/p>\n

Being thoughtful and proactive about every rebranding step can help you avoid media disasters like Tropicana\u2019s failed 2009 rebrand attempt. Today, Tropicana has become a cautionary tale on how not to rebrand. The company\u2019s $35 million mistake? As a recent article from The Branding Journal points out, the redesigned packaging and marketing simply failed to land with Tropicana\u2019s repeat customers. They didn\u2019t want \u201ctheir\u201d brand to change. After a 20% sales dip, the juice giant scrapped its refresh.<\/p>\n

What\u2019s fascinating about the Tropicana disaster is that the company didn\u2019t enter into its rebrand with eyes closed. Their team conducted and analyzed market research. However, they neglected to consider something you should always keep in mind: People don\u2019t like change. Good change. Bad change. Neutral change. It doesn\u2019t matter the kind. Change is just hard for most humans to face. And rebrands force change to happen.<\/p>\n

This doesn\u2019t mean you can\u2019t successfully rebrand. You can, and plenty of companies have navigated their rebrands adeptly. Take Dunkin\u2019. It used to operate under Dunkin Donuts but realized it could have broader appeal if it weren\u2019t merely a doughnut shop. Consumers agreed. Not long ago, Dunkin\u2019 leveraged its category dominance by entering into the influencer scene. The move boosted app orders by 57% according to Business Insider research and cemented Dunkin\u2019 as a hands-down faster food favorite.<\/p>\n

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To achieve the wins of a Dunkin\u2019 without incurring the losses of a Tropicana, focus on the following before, during, and after stages of your rebranding efforts. They\u2019ll help you stay the course and navigate the journey strategically.<\/p>\n

1. Gather as much outsider data and feedback as you can.<\/h2>\n

One of the top reasons that rebrands flop is a failure to ask for \u2014 and listen to \u2014 stakeholder insights. For example, you and your executive team may be convinced that your business is primed and ready for a rebrand. Are your customers or clients? Or will they be flustered, frustrated, or confused? You want to make sure that your rebrand makes as much sense to them as it does to you and other \u201cinsiders.\u201d<\/p>\n

From in-person and online focus groups to feedback surveys, gather information to guide your rebrand. Then, look over the information carefully. Ask the tough questions and try to read between the lines. It\u2019s much easier to make shifts in your plans before your rebrand goes live. Therefore, take the upfront time to dive deeply into the feedback you\u2019re receiving.<\/p>\n

Remember, too, to test different elements of your rebrand. These might include a new logo, product, website, or even name. What seems like a \u201csmall\u201d rebrand such as a slogan change can have a big effect on your brand image and sales. Getting as much upfront data as feasible reduces your risk of missing the mark.<\/p>\n

2. Strive for maximum customer support during your rebrand.<\/h2>\n

All rebrands are unique. Your job is to make sure that you\u2019re guiding customers along the way so they can engage with your company. For instance, maybe you\u2019ve altered the way your customers interact with your brand online. You can\u2019t assume that customers will just figure out how to navigate everything. More likely, they\u2019ll become confused or annoyed. To reduce any friction, consider ways to assist them.<\/p>\n

This doesn\u2019t mean you have to add a 24\/7 customer service team to your payroll after you\u2019ve unveiled your rebrand. Instead, offer screen recordings or accessible tutorials to consumers. That way, they can find answers to their questions quickly and continue to use your rebranded site and its updated features. Just be sure your tutorials are professional-looking. Zight, an all-in-one communication software provider, recommends recording all screen sharing at 1080p or 4K to ensure that the recording is visually crisp. (For the audio component, Zight suggests a sample rate of 44.1kHz or above.)<\/p>\n

In addition to offering self-service, pay attention to any customer concerns that may start to roll in during your rebrand. They\u2019ll allow you to rapidly correct issues that you might have overlooked during planning like error codes.<\/p>\n

3. Ensure your rebrand is meeting your key objectives.<\/h2>\n

During the first weeks and months of your rebrand, track your outcomes and measure them against your original goals. As an example, if you rebranded to drive more consumer awareness, you\u2019ll want to chart KPIs such as social media engagement or backlinks. Remember: Data doesn\u2019t fib. The numbers will reveal whether or not your rebrand is doing what you expected it to do.<\/p>\n

And if it\u2019s not? You need to be prepared to pivot. The best of rebranding attempts can sometimes fall short. Being able to reverse course or make modifications will be a huge asset to your company. The last thing you want is to hold tight to a rebrand that\u2019s not working.<\/p>\n

The good news is that if you\u2019ve done your homework until this point, you\u2019re less likely to have to scrap everything. You may only need to make some readjustments to your campaign to right your ship.<\/p>\n

Most organizations will need to go through rebrands periodically. If yours is due, congratulations. You\u2019re about to embark on an adventure that could significantly improve your brand\u2019s credibility and sales. Just be certain that you go into the experience with realistic expectations and a rock-solid plan.<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Rebranding has the power to transform your company. Handled well, a rebrand can modernize your brand, attract high-quality leads, and prepare for growth and scalability. Yet, the process isn\u2019t without its potential pitfalls. That\u2019s why it\u2019s essential to adopt a philosophy of pragmatism throughout the process. Being thoughtful and proactive about every rebranding step can […]<\/p>\n","protected":false},"author":1,"featured_media":18374,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[77],"tags":[],"class_list":{"0":"post-18373","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-startups"},"yoast_head":"\nHow To Seize The Opportunities Of Rebranding And Avoid The Pitfalls | Brandiary<\/title>\n<meta name=\"description\" content=\"Rebranding has the power to transform your company. 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