If you’re running a small business and it seems like it’s struggling due to a downturn, whether it be PR, not capturing your audience, not truly being the brand you wanted to be, and so on, then what you could easily do is just rebrand. While rebranding isn’t a “get out of jail” free card (especially if it’s nasty PR or a bad reputation), it can be a way to get your business known. Besides, maybe there’s been a shift in the business or with you to where you want to make a major shift for this to be more in line with who you are. So, what should be done before you begin this whole process? Keep reading on to find out more!
What’s Your Objective with Rebranding?
Overall, what are you hoping to achieve by doing this? So, before diving into a rebrand, it’s essential to identify your specific goals and objectives. Ask yourself why you want to rebrand. Are you looking to expand into new markets? Is your current branding outdated or no longer resonating with your target audience?
Do you need to differentiate yourself from competitors? You have to remember that rebranding is more than a logo or hiring a professional to do industrial painting; it takes so much work and so much time, and it’s a big commitment, too.
Do You Understand Your Target Audience?
Understanding your target audience is paramount when rebranding. For a lot of businesses, they rebrand because they’re not getting their target audience. So, if you’re dealing with this too, then it might be best to first conduct some extensive marketing research to make sure you know exactly what they want and exactly what you can give to them. All of this knowledge will help you tailor your rebranding efforts to better connect with your audience and meet their demands. The last thing you want is to do another rebrand since they’re super costly, so just keep this in mind.
Do You Have the Budget?
You need to keep in mind that rebranding is more than a logo, it’s basically the culture of your company changing. It can all be very costly, cash wise but credibility wise too. So, what do you have the budget fo? These can get expensive because you have to hire someone for your logos, physical branding, changes in social media, physical workspace, website, and the list goes on and on. In the end, it can honestly get super pricey.
Prepare for the Transitional Period
No rebranding takes place over night. As simple as that would be, it’s far from realistic. There’s always going to be this transitional period throughout it all. Just remember, rebranding is a process, not an event. Be prepared for a transition period during which both old and new branding elements may coexist. Ensure that all marketing materials, websites, and social media profiles are updated consistently. It might take weeks or even months, but you seriously need to remember that this is never an overnight change, it can take a while.
