Ruin a Rebranding in 5 Easy Steps

 

1. Lack of True Change

Rebranding with snazzy new graphics and re-written content is a start. The new image will motivate people to take a fresh look at you—and people’s primary motivation in taking a new look is to see what's changed.

If you're the same old place dressed up in new wrapping and ribbons, you'll merely confirm your former position and you'll have wasted a valuable opportunity to change their perceptions.

2. Making Too Big a Leap

Executives can often get a little caught up in their own vision of where the company could be and lose touch with where the company should be. When rebranding, keep your primary focus on the achievable, not the aspirational. If you make too big a leap, your market simply won't believe you.

3. Lack of Internal Alignment

If rebranding is an initiative implemented solely by the marketing department, it's likely to fail. Include all facets of the business, from sales and customer service to engineering and manufacturing.

Of course, all that input is useless if management doesn't listen. Internal alignment will provide valuable insight into what the company is, rather than what management might like to think it is.

4. Failure of the Champion

While rebranding may be born in the marketing department, unless the CEO is the champion of the effort, it will likely die there. As the Chief Branding Officer, the CEO needs to set the vision and lead the charge, ensuring that products, services, people, and resources are aligned to deliver on the promises implied in the new brand.

5. Failure to Clarify Position

Rebranding should always clarify and refine your positioning. Your goal in rebranding should be to make it easier for customers and prospects to understand exactly why your company should be one of their top choices, why there are few credible substitutes for your company in the market. This isn't the place for puffery. Merely claiming to be the best is meaningless—and using empty words like "best value" and "exceptional customer service" do nothing but create more skepticism.

Learn more on our Big Marketing Ideas blog.

Corporate Brand Strategy

Powerful corporate branding can equip most any new product or service with instant credibility and value that simply can't be reproduced with any sort of product-focused marketing campaign. This is why it is vitally important for any serious corporation that wishes its product offerings to be successful to create and protect a strong corporate brand.

Successful corporate branding is all about establishing a long-term vision for a company and crafting the company's operations to meet that objective. The kind of brand strength the big boys enjoy takes a long time and a lot of work to establish, and there's a lot of brand research and tracking to maintain. But it's not as difficult as it sounds. Today, a company of virtually any size can use the same sophisticated branding tools the big boys use.

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