Emotional Re-Branding: 3 Steps to Remember
Developing a brand for a new company is exciting work. With a world of options, one could dive into GoDaddy domain name search and type away until the right mix of creative options and available URL’s finally align. At Leopard Digital, we provide a brand board for clients to look at varying concepts of how we could turn that new brand name into a customer-facing and engaging website, business cards, etc. Everyone who goes through this process with us finds it a rewarding effort. However, redeveloping a brand that already exists, can be a whole different story.
When a company has been around for a while and they’re looking to freshen up the brand, re-branding often means everything from the name of a business to the colors, logos, and style can come into question. Often, a re-brand is a re-commitment from the management team or owner of the business. They may want to grow the business to the next level or invest in cleaning up a brand that was never fully developed in the first place. Though even after the decision has been made, change can be hard. Of course, the longer a company has existed, the harder change can be. Even someone in accounting will weigh in on the decision based on what it will cost the company to change letterhead and business cards. Yet, there is a lot of emotion around change and there are real consequences to consider. Re-branding can be expensive, can make employees anxious, and can confuse loyal customers. So, consider the following three things when deciding to take the leap and change your image.
- Get buy-in. It’s a good idea to talk about the concept of re-branding for a while before diving right into it. Ask for people’s input or you can even take a survey, but let employees express their emotions on a new brand. It’s not a matter of them making the decision, but they are often the front line to your customers, and their feedback can be mutually valuable.
- It’s not what you’re selling, it who you’re selling to. When you start to work with the marketing team on what the new image should be, it is important to try to remove emotion from decisions. First, differentiation in the marketplace is important. Consider how to stand out versus looking like everyone else. Second, the image should reflect the clientele you want to attract. So, if you like the look and feel of a highly polished, sleek look but your customer base is casual and active, they may not see a reflection of themselves in your company.
- Share the outcome of the re-brand and why you did it. Once you launch the brand, have something that we call a launch party! It can be on varying levels of celebration, sometimes there can be an actual party to show off the new logo on the door, etc. For some clients, we put together a unique gift with the new logo, package it with a page of content about the change, and mail it to any number of people – including friends. At the very least, you should share your new brand by sending a nice email with an explanation and announcement both before the change is published and then after. This way people are not blindsided by the change.
Every size company should go through brand evolution. It keeps the company current, and if presented in the right way, it can re-energize the engagement with both employees and the marketplace.
Let us know if Leopard Digital can help you find your spot with a re-brand. We’re experts at guiding you while you take the leap!
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