THE TOP 20 MISTAKES MARKETERS MAKE WHEN REBRANDING - AND HOW TO AVOID THEM
Smart marketers evolve their brands over time to keep them
relevant. Some do it well, while others become the target of cynical
bloggers. To gear your next rebrand for success, sidestep these
all-too-common mistakes:
1. Clinging to history.
Rebranding
well means staying relevant. Assumptions made when the brand was
established may no longer hold true. Analyze changes in target markets
when exploring opportunities for brand expansion, repositioning and
revitalization.
2. Thinking the brand is the logo, stationery or corporate colors.
Brands
encompass everything from customer perception and experience to
quality, look and feel, customer care, retail and web environments, the
tone and voice of communications, and more.
3. Navigating without a plan.
Effective
rebrands rely on a creative brief to keep everyone focused as the
project progresses. Include sections for a situation analysis,
objectives, target markets, budget and resources, timeframe, point
person, known parameters, approval structure, stakeholders and metrics
for assessing results.
4. Refusing to hire a branding consultant without industry experience.
It's
ok to consider an agency that hasn't worked in your specific industry
before. Sometimes it's ideal, especially if you're serious about a
turnaround. Smart companies recognize the value of a fresh perspective.
5. Not leveraging existing brand equity and goodwill.
Dismissing
brand equity when rebranding alienates established customers, while
unnecessary overhauls can irreparably damage a brand s perception.
Consider the needs and mindset of the target market carefully before
digging into the process. Sometimes a small evolution - or a new coat
of paint - is all that's needed to rejuvenate and make a brand
relevant.
6. Not trying on your customer's shoes.
Simply
calling your own 800-number or receptionist may reveal challenges
customers face and inform your rebranding strategy. Take the time to
navigate your own website, buy your products and return something.
Better yet, ask a friend or family member to do so and learn from their
experiences.
7. The rebrand lacks credibility or is a superficial facelift.
The
rebrand's story must be believable given the existing brand experience
and customer perception. It must also hold credibility internally. If
employees who live the brand day-to-day don t believe, the target
audience won't either.
8. Limiting the influence of branding partners.
Good
branding consultants are more than graphic designers. The best ones
help develop new products, expand demographic focuses and even
streamline business operations. Rein them in when needed, but don't
limit their areas of influence.
9. Believing rebranding costs too much.
Good
thinking doesn't have to come with a multi-million dollar payout. You
can get good thinking and solid strategy from small and talented
branding agencies, consultants and in-house talent. Consider university
students or small firms for cost-effective results.
10. Not planning ahead for adaptation.
It's
tempting for team members to walk away after the final presentation,
however this is just the beginning of the final stretch. The
implementation process may require adaptation as the rebrand rolls out.
Acknowledge the need to keep the team and consultants together
throughout implementation.
11. Bypassing the basics.
The
value of perfecting your physical environment, marketing materials,
website, etc., is decreased if your customers languish on hold for
inordinate amounts of time. If your invoices and contracts are written
in 7-point legal jargon, the brand experience declines. Keep all
customer touchpoints in mind when rebranding.
12. Not calling the call center.
Often
ignored in brand strategy sessions, customer service and other
front-line staff can yield valuable information. This is the proverbial
buck - the place where customers are the most honest, no matter what
research indicates.
13. Forgetting that people don't do what they say. (They do what they do.)
Use
caution when basing rebranding strategies on focus group-type research.
Unless you're physically in the customer's environment observing them
using your product or service, you're not getting the full story.
Actual observation, while not perfect, will get you a lot closer to the
right solution.
14. Getting strong-armed or intimidated by consultants.
It's
the client's responsibility to reel things in when necessary. You still
know the most about your brand and organization, the value of a
non-immersed, fresh perspective notwithstanding.
15. Putting the wrong person in charge.
Assuming
you've hired capable-to-outstanding branding consultants, the quality
of the work delivered depends on sound, knowledgeable project
management. Make sure your internal point person has the skills, time
and resources to drive the agency to its most effective work yet.
16. Strategy by committee.
Too
many opinions delay the rebranding process and diffuse the focus needed
to achieve ROI. Keep those with critical approval authority to an
efficient shortlist, and assemble the smallest, most essential project
team possible. Include a mix of levels - not just executive.
17. Rebranding without research.
There's
a lot of lip service about customers, but in brand strategy sessions
they're often forgotten. Current and prospective customers should be
front and center when creating solutions. After all, the customer will
be your ultimate test. Check sites like ReBrand.com for informative
case studies.
18. Basing a rebrand on advertising.
An
ad campaign and a slogan do not equal brand positioning. Brand strategy
should lead advertising - not the other way around. Sometimes the most
effective rebrands don't include traditional advertising.
19. Tunnel focus.
Focusing
solely on your own industry can be limiting. When rebranding,
cross-pollinate your thinking with what leaders in other industries are
doing in regard to customer experience, retail experience and customer
care. Pull in thinking from different industries and encourage your
agency to do so.
20. Believing you re too small to rebrand.
Every
brand needs refreshing to stay relevant as markets evolve. Smaller
companies and non-profits are not immune. Like larger brands, they too
have brand positions that need to be enhanced. Define your brand or be
defined.
About ReBrand
ReBrand is the only source for case studies and programs focused on
effective rebrands: the repositioning, revitalizing and redesign of
existing brand assets to meet strategic goals. Founded by Anaezi Modu,
ReBrand recognizes the world's most effective rebrands in its annual
ReBrand 100 Global Awards program. The 2007 ReBrand 100 entry deadline
is 27 September 2006. For entry and sponsorship information, and to
learn best practices from winning case studies, visit the ReBrand website.
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