Whether you ignore them or not, changes are inevitable, in business as in life. Awareness of ever-changing trends and circumstances is necessary when doing business, but sometimes it takes more than just keeping up with the pace of change. Every once in a while, a company needs to go through a radical transformation to improve business and to stand out in the crowded market. Reasons for rebranding may vary, like distancing from scandals in the past or simply replacing outdated strategies and aesthetics, but the main goal is to change the public image of the company. Once the rebranding process is over, the work of sending out the message begins and here are some ideas to help you do it right.
Spread the Word
Rebranding doesn’t mean complete disappearance of the previous look of the company, so before you launch your new brand, use it to announce positive changes that are brewing inside. Make a teaser campaign and keep your customers informed of your plans, though not for too long. Use all means of advertising, traditional and social media to reach a wide audience and to raise curiosity about this makeover. Let them know that the better and innovative version of your business is about to begin.
Organize Rebranding Events
Mere advertising isn’t enough when launching a new brand. Launching a new brand can go online, through social networks, but the most effective way to present a new brand is to make it a live event. Rebranding activation needs to take place in public, where the demonstration of the new brand will be live in front of visitors. There are different types of rebranding events, like supporting a local team or sponsoring a party, but the actual launch deserves hosting an event.
Prepare Well for the Upcoming Event
Plan and organize. Try to estimate expenses and set up the strict budget. Promote the event properly and send personalized and well-designed invitations with an option for RSVP. Keep track of the guest list, seats, catering, and other details. Remember to rely on technology during the event, like 3D presentation, since it will impress your guests and will give fantastic results. Make sure to prepare a lot of branded giveaways because people love to come back home with free stuff.
Host a Rebranding Event
The goal of such an event is to create an outstanding experience that will leave your audience informed and satisfied. A social event like this demands a certain budget and creativity since you wish to avoid a cliché business presentation. Make it a memorable event in a pleasant atmosphere with notable speakers, tasty food, and good uplifting music. The team from PhotoBoothMe advises you to place a photo booth in the venue since visitors can’t resist this old-fashioned, yet fabulous, detail.
Thank Them All
After the event, make sure to contact guests and to thank them for their time. Use the opportunity to send them material like presentations or event photos, as well as to ask them for feedback. Such communication is a great source of information on the spot. Hearing directly from guests and customers and knowing their impressions of the event and new brand is the perfect pointer to the company’s future direction.
Continue the Rebranding Campaign
Launching the brand is the mere beginning and lot of work that lies ahead. Prolong the life of the rebranding event by posting it on social media and continuing to promote your brand in other ways. Business marketing is a perpetual effort, so make sure to plan a few steps forward. Once the brand is out there, you may as well organize new, follow-up events that will establish the presence of the company online as well as in public.
Include CSR and Sustainable Actions
Corporate social responsibility is growing in popularity and is quite important to customers, especially among Millennials. Unless it is already part of the company makeover, include CSR and sustainability initiatives in your social events and promote noble causes, for it will most certainly pay off. Rising awareness of social and environmental issues is changing the corporate landscape, forcing even big companies to address them.
Conclusion
Rebranding is more than offering few more products in a new package or changing the logo. It is a deep change in the actual vision of the company, as well as a structural change in the organization, that results in a visual revamp. Make sure that the rebrand aligns with your company mission, and with the needs of customers, and success will be almost certain.
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