What is Rebranding: fashion or necessity? We can say that the both factors are important. That's the market. It's rarely stable, changing very quickly and require radical and rapid decisions.
Rebranding – this word is terrible almost for every director. But sooner or later they have to do global or local company or product Rebranding.
Your target audience may grow, may change its tastes and there are competitors in the market ... Understanding these reasons we develop a strategy. How to change the product, which communications should be established, how to predict positive results? Changes may be from the positioning of product, corporate identity to communication policy changing and visualization of your product. It's called Rebranding.
Successful companies are always very flexibly adapt to the market. Also, rebranding is conducted by companies which lose money and those who have a huge income. It's a response to the changing world. Company or product Rebranding – is, first of all, forecasting, marketing research. You must find out why the image of your product is not so bright in comparison with other competition firms. In this case, we must clearly understand the reasons.
Here are some examples of huge companies which are recognized by users as not successful in its Rebranding.
"Adidas striped design symbolizes the mountains which point challenges and goals that lay ahead. But many fans don't seem to be satisfied with a new logo design and continue to use the classical logo variant. "
"New expression of a rainbow colored tongue makes customer feel uncomfortable and is considered unattractive... Made by London logo designer Miles Newlyn."
"Despite the old logo design was not so perfect and attractive the new version has surpassed all expectations. Just a a blurry mess."
Rebranding – it's not just a grade changing and it's a change of attitude towards consumers. As a consequence, change of image – clients' views about your services. But not always rebranding associated with products. If you have bad service, then it may be the cause. You can change your logo and the positioning of all the goods but hardly anything will change. Spend a full to allow outside experts to help to describe your state. Then you really can understand what kind of industry needs company rebranding. Don't be afraid of criticism: it helps to be in tonus. Marketing audit – it's a regular event that adjust promotional strategies, plans and company's objectives.
Why it's so difficult to rebrand a company or a quality product? Why it requires maximum strength, resources, involvement of different specialists? Because it is global and it's a very difficult task. You can avoid this, just continuously improve your product, service, analyze your reputation on the market and strive for close to the consumer positioning. Very helpful could be survey, customers' wishes and complaints. Don't avoid criticism.
Typical mistakes that lead to Rebranding when products are just found in the market, rather banal:
- Brand was initially unsuccessful. This product was suitable for director than consumers.
- Incorrect positioning of the product. For example, serious product for men suddenly called “kiddy”, as calculated on the originality of ideas
- Your brand is behind competitors' brands.
Rebranding can be caused not only by mistakes and products promotion, changes in the market:
- If a brand is out of existing market conditions, it will be sold in another country or continent
- Company grows and develops. You begin to produce higher quality products, focused on new customers. Successful growth – it's a steady progress
- Target audience is changed. You used to sell products to young people but now the target audience is changed
Company or product Rebranding – it's a strategic war for a successful future. Never forget that the market tends to vary.