How To Ensure The Success Of Your Rebranding Ideas


Once in a while, a company will feel the need to reinvent and redirect itself, expand or converge with another business. No matter what the reason is — a new idea, a new project, following changes in the market, a merger, etc. — the most important aspect is keeping your employees and your clients happy. Just because you have a vision, a dream, and you decide to put it into practice, it doesn’t mean you should take everyone by storm and leave them confused in the wake.

So how do you do it best?

It appears that an essential element in this process is the manner in which you communicate the innovation. First of all, to your employees. Make sure your team is on board with the shift. Everyone must make efforts in view of accomplishing the ultimate goal. A strong and efficient strategy is usually formulated and implemented from the top down, and although upper management and business leaders must be willing to become actively involved in transition, they are not rebranding the company alone. They may not be able to integrate everyone’s opinions, ideas and feedback, but they should strive to hear the viewpoints of all employees.

Maybe certain workers will not be able to adapt to the adjustments or will not fit in the new environment, are not accustomed to novel products and cannot or will not seek to help you in your new path. Thus, you must assess the human resources at your disposal and put together the right internal team, who will then need clear guidance from you: definite objectives and timelines, budget management and clear-cut methods.

Also, you must not forget the clients. Inform them throughout the process, ask feedback at every step of the way, take note of their opinions and respect them. They are the ones who got you this far and it is their choice to remain with you or move on to the competition. Customers mustn’t feel like their loyalty has been trampled. They must know exactly what is going on and what they should expect — what precisely is changing and why. Is the rebranding due to an acquisition, a merger, a natural evolution in the market conditions and customer expectations? What will modify — the name, the logo, the products, the management? Highlight the benefits of the rebranding process: a larger “umbrella company” will have an extensive system of connections and structures, increased resources and better HR or PR programs and, thus, will be able to provide better services and products. A nicer logo will draw more clients, hence more income and resources for the company, which will then turn into better products and marketing policies.

Furthermore, regardless of the transformations, consistency is the key — align your online and offline presence, make sure there are no products that still show the former name of the company, just because you had a lot of stock left and have to get rid of it, and obtain website redirection when clients search for your old identity. Once you make the transition, stick with it.

Yet the utmost important aspect is being authentic — remaining true to your core values. Start by taking an in-depth look at the current condition of your company, in order to determine how it is perceived internally and externally, and where it is positioned at the level of the competitive environment. Only by knowing what and where your brand is currently can you plan efficiently for what and where it will be in the future.

Rebranding implies balancing the two: who you were and who you want to be. You want to make progress, but it shouldn’t be so bold and innovative that it doesn’t appeal to the people who made you who you are today. Ensure that everything you do as part of your rebranding process is authentic to you, your employees and your clients.

Middle ground, yes!

In conclusion, try to find the middle ground: don’t drift too far from your perspective, so that your clients and employees won’t recognize you anymore, therefore learn to create some continuity when possible, but, on the other hand, do more than put on a fresh coat of paint — customers will see right through it and feel deceived. Listen to what the public is telling you, build on their feedback and improve constantly. Don’t follow the competition, open your own path and do what is best for your company. It will produce the expected results and ensure a loyal clientele.

At TRISOFT, we encourage rebranding efforts, since it brings new life to trades and business domains. However, for such an endeavor to be successful, a few measures have to be taken and certain rules must be observed. Keep customers and employees informed, ask for their feedback and build on it, be consistent, remain authentic and everything should work out just fine.