Just like old paint, brands also fade away with time. It reaches a point when something that was once cool becomes ordinary. This is because its vibrancy diminishes and its appealing looks become normal. The only way to resurrect such business or company is through rebranding. So what is to rebrand a business? According to Amy Aitman, to rebrand a business means to reshape your company or remodel it. When speaking of remodelling, I am not just referring to the brand. I am also talking about the logo and the website among many other things that make up a company. Anyone who has done marketing will tell you that remodelling your business is a great way of refreshing your overall look. It is a way of sending a message to your clients and informing them that you are still soaring high.
Refreshing your company’s look is only one reason for you to consider remodelling, the other reason is when two companies are merging. Not unless one company is being absorbed by the other, remodeling should be a factor to be considered. This is because both of you have a different reputation, and over the years, you have been doing things differently. By remodelling, you will be putting individualism aside and starting a whole new company that is new and vibrant. Despite sounding like an easy thing, remodelling can be both tough and challenging. The fear that the new look might not be better than the old look is enough to stress you out. That is why you see some businesses improving on their old look. This usually prevents the complete assassination of their signature design.
Why is business rebranding important?
Now that you have a clear understanding of rebranding as a whole. Let’s expound further and have a look at the importance of transforming your whole company’s outlook.
Remodelling helps to usher in new leadership
Remodelling due to change of leadership is often realised in private companies. In many cases, you will find that by remodelling, you can send a message that this company has shifted its focus and it’s going to be better under new leadership. We have seen so many companies that have remodelled due to change in leadership, and most of them have ended up being very successful.
In most cases, when you hear a company is planning to remodel due to new leadership, there is usually a common reason why. In most cases, the CEO or owner is new to the company. It is very hard to find an existing employee remodelling a business just because he or she is the owner. So instead of printing on billboards that the company has a new owner. You can rebrand and let it speak for itself.
It usually breaks the business monotony.
There is nothing bad like losing potential clients just because they can no longer stand your monotony. Companies with reasonable marketing team tend to rebrand as soon as they realise this. It might end up being costly, but the sacrifice is usually worth it in the long run. Through remodelling, you get to lure in new clients says blue frog dynamic marketing website. Within some time you will find the new look attracting a huge number of clients more than you used to.
A company that has been rebranded to kill monotony often comes out stronger than it used to be. The new look will cause a huge market tremor, and at the end of the day you will end up having an easy time convincing leads to join you in your new journey. Just remember to come up with a much better look than the previous one.
To remain competitive
Branding is a huge way to advertise your company in style. Once you realise that you have started slipping off, start thinking of remodelling. That is the only way you will be able to remain competitive. If you don’t do it sooner, your chances of coming back to the top will be getting slimmer as days go by. at vebu.co.uk we believe that a rebrand is essential for any business to keep abreast with competitors.
In case you have one competitor, and they rebrand before you do, the chances are that you will end up losing most of your business to them. By remodelling, you are sending competitive signals to your customers. In most cases, the signal is usually to say you are stronger than them. Remodelling always has a way of making your brand superior to the competitors. That is why you will see people remodelling their brands after some years; it always makes them remain competitive.
Through remodelling, you can clarify your intentions
Several people tend to use remodelling as a way to make their objectives clear to the market. This often affects people who started their businesses with a specific name without knowing it would be misinterpreted later on. So to clarify the kind of goods or services they are offering, they rebrand the name and make it more specific or straight forward. You will find remodelling working perfectly as opposed to other methods.
This indicates that remodelling can also be the changing of a business name to help sell a specific story that no other method has managed to sell. It is, however, important to do this type of remodelling while the business is still young. That way, it will not end up confusing your loyal clients. If you do it after the company has matured, the chances are that people will misinterpret the message, and that may affect you significantly.
Rebranding can help clean up a business reputation
Many times you will see businesses get remodelled then the words ‘under new management’ included. Most businesses that do this tend to clean up their name in an effective way. Maybe the previous management didn’t have any code of ethics, or perhaps the group was made of people who are not passionate enough. Either way, according to the entrepreneur, the only way to outgrow the bad reputation is to rebrand.
This way, people will no longer associate the business with its previous reputation. What follows after remodelling is the production of quality goods to convince the customers. Eventually, the company will pick up and become a whole different venture with new strategies. People will end up forgetting that the company had a bad reputation at some point. Remodelling will enable you to start a fresh and help you build a new legacy.
How to get branding right
Contrary to the common expectation, remodelling is not usually successful. There are so many companies that tried to remodel to experience the above benefits but instead ended up failing big time. That is why it is important to remodel the right way. Doing so will go a long way in enabling you to realise your intentions. Below are some of the ways on how to do remodelling right.
Do intensive research and come up with a powerful strategy
The biggest mistake you can ever do is remodelling blindly. Make sure you do proper analysis and come up with a strategy. Don’t rush in doing something just for the sake of it. Try and think about the brand you want to develop, its purpose, and whether it rhymes with your target audience. Forbes also agrees that conducting a survey and analysis is mandatory when changing the brand of your business. Once you have that figured out, start thinking about the personality of the new brand. All those factors should be considered before initialising the remodelling of the company.
Once you have done the research, develop a strategy. That strategy should be followed to the latter. After all, there is no need of coming up with a strategy if you know you won’t adhere to it. Many businesses that have a remodelling failure is due to lack of strategy or due to having one but not sticking to the strategy. You should thus not make the mistake of not sticking to your strategy.
Let your Brand Imitate your business
To avoid consumer confusions, ensure that your brand and your business is one thing. Don’t come up with a brand that doesn’t match what your company is about. Couch and associates website states that poor remodelling of the business can lead to loss of opportunity. This is because there will be confusion among people. The more try to figure out which is which, the more hectic it will be for your business.
The only way to give a clear perspective to your consumers is by developing a brand that conforms to your business. This includes the theme of the business, the name of the business as well as the layout. Ensuring that your brand imitates your business will guarantee the success of your remodelling.
Don’t dwell so much on bug details and forget about the small details.
Once you have your remodelling design ready, take your time to ensure that it is detailed. In most cases, the remodelling idea can be plain, but with the gradual addition of some small designs, you find that the result is one of the best remodelling styles that you never thought of. That is why it is important to pay attention to the small business.
This is where a branding agency comes in. A good agency will be able to internalise your remodelling idea and come up with something much better. This is because they know where to fix small details and where not to. They know how to make your picture bigger and better. With some minute tweaks, they can give you something better and transformative.
Don’t focus on how the idea looks now, but how it will look years later.
This is what I call timelessness. A brand should be built to last. That is why when you are remodelling your business, the term timelessness should constantly ring in your mind. This is yet another section of remodelling that requires a branding agency. An experienced person should be able to help you to come up with a timeless strategy. One that will remain fresh years from now.
If your strategy lacks a sense of time, your remodelling idea will only be able to remain attractive for a short period. After that, your business will go back to maintain that same old look you were trying to avoid. So whenever you are coming up with a strategy, make sure that it is long lasting. A remodelling strategy that can last for more than a decade and still make sense to your clients. A good rebranding agency in London can ensure that.
If you have a look at every detail that I have talked about, my main aim has been to enable you to see the importance of effective business remodelling. That is because most people tend to think that remodelling is as easy as it sounds. That is why they start initialising the process without having the slightest idea on where to begin. This makes them come up with a simple strategy, and within two days, the business is remodelled. One common outcome that is inevitable for anyone who takes that route is a failure. And as you have learned from the above information, it is easy to come up with a remodelling strategy but very hard to implement it.
For you to come up with a successful business remodelling, you need to involve several parties. This includes branding agencies, and even stakeholders says Louisa Mc Grath, author of Lucid Press. That is the only way that you will come up with something complex and great. Without incorporating these people, chances are that you will end up with a very basic brand. Trust me, you might spend more bringing in a specialised team, but if you start calculating its importance, you will find that it is a much smaller price to pay considering what you will end up earning. The last thing you do is to remodel your business only for it to fail right before your eyes. So take the initiative and plan your remodelling strategy before initialising the process. In the long run, you will end up with a strong, appealing, and timeless brand that you never thought of.
Matt Gardner started his career in radio news and progressed to working as a general news reporter for the likes of BBC News, ITN and Eurosport. Over the last 20 years, he has run his own video production company working across a broad range of industries from tech to retail; his key skills lie in video production, branding and copywriting.