Having a successful business goes beyond offering good products or services. It is also about the image that your brand conveys and, to a large extent, about the experience it offers. The brand is the core and essence of the business and is transmitted in three essential ways.
Visually: how the company looks. Logo, colors, fonts, design, images.
Verbally: how business sounds. Company name, messages, copy of the website, voice.
Experientially: how the business acts. Policies, customer service, hiring.
The customer's perception of a company, product or service plays a fundamental role in their purchase decision. Part of the efforts of a marketing team must be directed towards the creation and / or consolidation of the brand identity - that is, branding.
Rebranding is the act of reframing the perceived image of a company or product.
The purpose of rebranding is to change the public's perception of the brand. Such actions may involve changes in name, logo, visual identity and other elements.
In some cases, the consumer's profile undergoes significant changes, and the company needs to keep up with this change in order to maintain the interest and identification of its persona in relation to the brand.
In addition, rebranding is also necessary in cases of expansion into new markets, focusing on specific niches or if there is a need to repair previous failures that have damaged the company's image.
Some questions to find out if your brand needs a rebranding:
1. Does your brand have well-defined values?
2. Have your target audience or scope been modified?
3. Has your company modified its growth planning?
4. Is your company not competing properly with competitors?
Now that you've seen the importance of rebranding, it's time to understand how to do it. This part is crucial and the success of the strategy depends on it. With the right performance, specific objectives can be achieved.
Do not know where to start? We help! Below you can download a free checklist with each of the important steps of a rebranding. Fill in the questions in the PDF itself or, if you prefer, print and write by hand. You choose.
This exercise is like your brand's brand book. And it does NOT replace a business model, but it does help you find a direction.
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