The challenges of the past few years have influenced many brands to make changes themselves. Smart move, as avoiding the much-needed change because of fear or laziness, could add to brands’ disaster.
Of course, change is always a risk; but aren’t many other things we go through in our lives also considered a risk? Moving to another city, choosing a career, finding a partner…rebranding falls just about in the same category.
If you really want to change your brand, make sure that you have a concept and strategy behind it, not to mention a reason, which could fall under:
- Your values have changed.
- You have a crisis.
- You are the leader but you look like the underdog.
- You’re looking old, not classic.
There are few steps a company should follow when considering re-branding:
- Ban “design by committee.”
- Do smart research.
- Test new designs against new positioning.
- Make sure that your product is good.
- Anticipate roadblocks that can derail the process and deal with them ahead of time.
- Measure success by measuring brand relevance and sales.
For more detailed explanation refer to the link below.
Author: Marina Kaljaj