Rebranding can be a huge headache and can be an absolute
rollercoaster if done wrong. For a rebrand to move swiftly and in the
right direction, it is always best to find a branding agency Manchester-based
or London for some of the best in the industry. Many industries and businesses will often find that their brand is the most important and
valuable asset to their business.
Others find that they need to make more out
of their brand so they can also feel the benefit. Having a rebrand is not
something that should be taken lightly as this will disrupt so it is
best not to make any mistakes. In this article, we will go through some common
rebranding mistakes to avoid in 2024.
Not Engaging In Brand Research
If your brand is not working for you and then you expect to
rebrand without doing any research, you can’t expect the next brand to be any
different. Brand research is one of the most important things you can do when
it comes to having a rebrand. It allows a business to find the
gaps and opportunities that you a business can take advantage of. Remember that
people will follow a brand they believe in so a rebrand will resonate with
existing customers as well as their main target audience moving forward as you
have found their pain points and resolved them.
Rebranding has many ups and downs and brand research can help to resolve forward issues that you haven’t faced yet. This will
help to make informed decisions on how the brand is going to go and how you are
going to deal with issues. Some of the biggest risks in a rebranding are first, it
is expensive and time-consuming. The other risk is that you could potentially
lose all your existing customers who were loyal to the old brand. This is especially
the case when moving from a well-known brand to an unknown brand.
Not Having A Solid Strategy Behind The New Brand
When your brand is not performing as well as you would hope,
it is easy to forget all the good things about the business and concentrate on
the bad things too much. Don’t forget that you have successfully started a
brand that has already got a loyal customer base and earned a lot of trust. If
you forget this, then you will automatically hurt the new
brand. It is always best to stick to your values throughout as this is what got
your customers in the first place.
Once you have finally finished your research, then you will
be ready to start mapping out your solid brand strategy to articulate your
values, positioning and USP’s. The research performed will help you in all of
your strategy processes.
Copying A Competitor
When you see your main competitor doing much better than
you, it can be extremely tempting to just copy what they are doing. The issue
with this is that it can do more harm than good. First, it makes it much more
difficult to differentiate yourself from the competitors as well as give you
fewer recognitions and can even result in a lawsuit if done in obvious
ways.
In many ways, a brand is the only thing that can
differentiate from a competitor due to things being accessible for every
business. If your competitor is doing well to bring business and resonates with
your target market, then you need to resonate further to make you the most
relevant brand for themselves. Don’t forget though, a brand is not just a logo
but a personality, a belief and a value that people want to live by.
Not Being Bold Enough
If a brand is just keeping it simple, you are not showing
what your brand is about. You need to show distinctiveness between you and your
competitors. It may sound a little daunting when being bold as it can be a
risk, but there are plenty of brands out there that are making a lot of money
from being bold and standing out from the crowd. This can be anything you want,
a great example of this is the brand “THIS” which is a vegan meat substitute
company that has tried its best to make its brand different from the rest of
the vegan brands.
Bottom Line
Rebranding can be a tricky process and is certainly a risk. Many people need that risk to be taken whereas others may just be
hitting a dry spout. Make sure this is truly the best option before you start
as there is no turning back.
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