FEATURE
IT ’ S IMPORTANT TO UNDERSTAND THAT A BRAND STRATEGY GOES FAR BEYOND JUST UPDATING EXISTING COMPANY MESSAGING OR REFRESHING YOUR VISUAL IDENTITY SYSTEM .
Below is my advice for brands looking to navigate a successful rebrand .
Identify the critical business driver
Firstly , it ’ s important to understand if there are sufficient critical business drivers behind your decision to rebrand and if this is the right path forward for your company .
In our case , we needed to be able to successfully position a breadth of product capabilities in the market across two different brands , while ensuring all of our digital assets were strong enough to compete and cut through such a crowded market . This critical product driver was what led us to the decision of rebranding .
You should consider looking at your company ’ s existing product portfolio and ask yourself the following questions :
• Is there an innovative product or capability that needs to be positioned in a different way than it is currently , or has been in the past ?
• What products are in your overall portfolio , and has your business model recently changed ?
Businesses are currently going through rapid changes as a result of COVID-19 and are now putting a larger emphasis on improving their digital channels in order to pivot to more flexible online models . We ’ re now faced with more ways to reach consumers than ever before , and these are the types of opportunities companies are now embracing in order to capitalise on this new consumer demand that didn ’ t previously exist .
We know for a fact that these consumer behaviours are not going to change any time soon , even post-pandemic . Businesses need to consider improving their digital services and think about the end-to-end customer journey that can help drive business growth .
If the products or services you sold previously are no longer meeting new consumer demands , this may be a forcing function where you need to refresh your value proposition . This is where a rebrand can be beneficial , allowing you to package up your offering in a new way , attracting new audiences in the process .
Set clear objectives
Once you have made the decision to rebrand , the first step forward is creating a rich data set that
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