Launching a new brand identity can have a huge, positive impact on your business, taking things to the next level and helping you achieve your dreams.
By the time you decide to overhaul your look, chances are you’ll have established your brand and built a loyal audience. If you fail to lay the groundwork for a smooth transition, you run the risk of confusing and potentially alienating existing clients.
Launching a rebrand is very different to the launch of a brand-new business. Here’s how to ensure it all goes off without a hitch…
ONE : Prepare Your Audience
Before you make the switch to a new brand identity, give your audience plenty of time to prepare. Add a note to your social media channels or place a countdown on your website.
Two : Involve Existing Clients
Involving your audience in the rebrand process will mean they feel invested in any changes before they even take place. Ask their opinion, seek their advice and make sure they know you have their best interests at heart.
Three : Share The Bigger Picture
People love a good story. Take the time to tell your audience the meaning behind your new identity. Share your reasons for rebranding and why you think the transition makes sense for your business.
Four : Avoid a Gradual Roll Out
Launching a new website with a new logo is all well and good, but it’s vital your customer touchpoints match. There’s nothing more confusing than an inconsistent brand identity, so make yourself a checklist and ensure you tick everything off. Don’t forget your business cards, admin docs, email signature and social media profiles.
Five : Listen to Feedback, But Ignore Haters
Post-launch, you’re bound to receive plenty of feedback, especially if your rebrand includes a new website. The majority is likely to be positive, but a new brand won’t necessarily appeal to everyone. This isn’t always a bad thing. For example, if you’re trying to reach a new type of ideal client, you’re bound to lose a few followers in the process. Remember, it’s impossible to please everyone, all the time.
To quote the queen of burlesque, Dita Von Teese:
‘You can be the ripest, juiciest peach in the world, but there’s still going to be someone who hates peaches’
To successfully rebrand your business, you need to ensure a smooth transition. Planning is key if you want to keep your existing audience on-side. Ask clients for their input so they feel involved and keep things consistent once you roll out your new look. Constructive criticism can help you grow, but trying to please everyone is pointless.