Rebranding
Cristina Hatem
Cristina Hatem is corporate communications manager at Preferred Mutual Insurance Co., of New Berlin, N.Y., which sells policies in Central Massachusetts. Contact her at Cristina.hatem@preferredmutual.com.
10. Know when to say when.
Know when your company needs a new brand. Does your current image resonate with your target consumer? Does the 50-year-old tagline still reflect your company today? If not, it’s time to rebrand.
9. Do your research.
Today’s brands don’t just reflect the company; they also represent their consumers. Research how your current brand fares and what customers want from businesses like yours.
8. Check out the competition.
Look at rebranding as a business strategy: Know your opponents’ weaknesses and strengths. How would your brand compare? Will yours stand out?
7. Make the investment.
Rebranding is much more than changing the logo at the top of your stationery; it’s a major corporate initiative. Be prepared to invest money, time and attention to do the job well.
6. Make room for growth.
While you may want to incorporate your company’s history into your new logo or tagline, consider the future and where your business will be in 10 to 15 years. Choose a brand that has the potential to grow with your company and adapt with technology.
5. Develop a timeline.
While it may seem tedious at first, develop a specific timeline to implement the new brand into every aspect of the company’s business.
4. Make it exciting.
Generate excitement around the unveiling of your new image with your employees and customers.
3. Employees as brand advocates.
You can pay for all sorts of marketing and advertising, but nothing beats old-fashioned “word of mouth.” Do all you can to ensure your employees feel connected to the new brand.
2. Use social media.
Most consumers research a company online first before purchasing anything, often resorting to social media sites for more information and honest, customer reviews.
1. More than a logo.
A brand is a culture. Even after all the stationery, wall hangings and advertisements have been updated, incorporate its message into employee communications, community programming and business presentations.
WBJ Web Partners
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