Are you looking to rebrand your business? Whether your image is outdated or you need to get a competitive advantage, rebranding your business may be a good idea. After all, innovation yields profitability. But how do you get started? Here are some tips for rebranding your business like a professional.
Get feedback. Talk to as many people as possible. Speak with customers, employees, partners and anyone willing to take a second to give you honest feedback. The great thing about talking to people is that everyone has an opinion, so it becomes a matter of sorting through your feedback and determining which ideas are the most important to your rebranding efforts.
Study the enemy. You can never do too much research. Check out what other businesses are doing that is making them so successful and why. Also, think about what your business is not doing or doing wrong and how it can improve. There is nothing wrong with taking a page out of a chain’s marketing playbook, but as a small business, stay original and define yourself by those things chains cannot afford to do.
Determine your goal. Once you have gotten your feedback and determine which areas need new focus, clearly define the goals you want to achieve with your brand. Are you correctly targeting your core audience? Does your name, logo, collateral and website reflect that?
Communicate, communicate, communicate. This is not a time to be coy. If you are going to make a change to your business, keep all communication channels open. Make sure your new brand is clearly and effectively communicated to all parties, internal and external. This includes current clients, potential clients and colleagues. Communication is verbal (how you present and talk about your business), as well as visual (logo, collateral and website) and should be carried through your entire online presence including social media.
Recently Seattle’s Best Coffee, a part of the Starbucks family, used some of these techniques to extensively rebrand their business and name. Check out their other strategies on Inc.com.
Have you rebranded your business? What other rebranding techniques do you think would be a smart move?
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