6 Things You Need To Know Headed Into a Rebranding Campaign
A rebranding campaign is not something your company or organization should take lightly. Here are 6 things you should consider prior to starting any rebranding campaign so it's a successful one...
A rebranding campaign is not something your company or organization should take lightly. Here are 6 things you should consider prior to starting any rebranding campaign so it's a successful one.
1. Know your why.
Before you do anything else, make sure there is a clear purpose (why) for the rebranding and what your ultimate goal(s) for the branding campaign are. Are you looking to change your target market/audience? Update your image? Improve your brand positioning?
Once you have your goal(s) for the rebranding campaign set, then — and only then —can you begin to develop a plan for the rebranding campaign.
2. Do your research.
You should never rush into any major rebranding campaign. Instead, take some time to do your research and understand why you’re rebranding. Are you trying to reach a new target market/audience, and if so, what do they like/dislike? Are there specific pain points to keep in mind Once you know why you're rebranding, you can start to develop a plan.
3. Be clear about your message. What should people think about your brand after the campaign is complete? Are there key messages you want to communicate as part of your rebrand? Your message should be clear, concise, and consistent throughout the rebrand.
4. Be consistent.
Along those same lines, make sure that whatever changes you adopt as part of the new rebrand carry through to all parts of your marketing strategy — from your printed collateral to your website and social media presence. By doing so, you’ll be able create a cohesive brand experience for your customers/members.
5. Be patient.
Further building on #2, keep in mind that successful rebranding campaigns do not happen overnight. It is important to be patient and consistent with your marketing efforts, and in turn, you'll eventually start to see a return on your investment.
6. Measure your results.
ALWAYS, ALWAYS, ALWAYS, track the results of your rebranding campaign so you can see what's working and what's not. This way, you can make minor adjustments along to your strategy along the way as needed.
Curious about what a successful rebranding campaign looks like? Here are 3 well-known examples…
LEGO: In 2003, LEGO was struggling. The company was losing money and its brand image was outdated. In a bold move, LEGO decided to rebrand itself. The new brand identity was more modern and playful, and it was aimed at a younger audience. The rebrand was a success, and LEGO is once again of the most popular toy brands in the world.
McDonald's: Also in the early aughts, McDonald's was facing increasing competition in the United States from healthier fast food options like Chipotle and Panera Bread. The company decided to rebrand itself as a more health-conscious brand. The new menu included more salads and fruits, and the company also started to focus on sustainable practices. The rebrand was a success, and McDonald's is now seen as a more modern and relevant brand.
Burberry: In 2008, Burberry was seen as a stuffy and outdated brand. The company's new CEO, Christopher Bailey, decided to rebrand Burberry as a more modern and relevant brand. The new branding was a huge success, and Burberry's sales and profits have since skyrocketed.