Top 5 Rebranding Mistakes and How to Avoid Them
There are a variety of reasons why a company may feel the need to rebrand themselves. When rebranding is done without knowing exactly how to do it, issues can occur that can turn off even your most loyal of customers. This is where it is important to know what the most common rebranding mistakes are and how to rectify them so that you can make the changes you need to make without turning away any customers.
You Only Change the Logo
Your brand is a lot more than just your logo and company name. Your brand is everything that your business is. It is your mission statement, your colors, your customer service and everything else that makes your business unique. Simply changing colors or your logo means that you are just changing these and this is not rebranding. Do not make this mistake because making only small changes that do not improve your overall customer experience could come back and bite you.
You Reposition Your Brand Just By Saying that You Did
Your position in the market is a big part of your brand. You may be seen as the most eco-friendly, the most inexpensive or the most luxurious. However, as you go through the years you may want to change directions. Well, just saying that you are going to do this is just not enough. It will confuse people and turn your customers away. Honestly, if you are doing well in your current position you should stay there. But, if you are determined to change your position you need to do it right or else you risk negatively altering how the public perceives you.
You Expect Others to Think Like You
Your customers are pretty smart people, but they cannot read your mind. When you change your name or come up with a clever marketing slogan it needs to be something that the average Joe will get. When you change these things your customers need to be able to associate them with your company or else it will turn them away. If your name or marketing slogan are not easy to figure out you will find yourself spending millions to make people familiar with these and this is just not good from a rebranding or a financial standpoint.
You Have High Existing Brand Equity
If your brand is already going strong then you likely do not need to rebrand at all. This goes with the old saying that if it isn’t broken then don’t fix it. Fixing something that is not broken could lead to actually breaking it. If your customers are happy and business is good there is no need to completely change who your company is. Make small tweaks as necessary and be happy that you have built a strong and popular brand.
You Just Put a Bow on Top
Simply making what customers can see more pretty can help a bit, but it will not solve all of your problems. You need to make all aspects of your brand “pretty” so that you can literally improve things from the ground up. When a brand is not doing well it is generally because of several factors and not just because of one thing. You should take the time to fully analyze every aspect of your business from your location, to the products and/or services to the people that get these directly to your customers.