In business, big changes are typically viewed as a major risk, but declining to change when it’s required is the quickest way leading to a standstill and being left behind by competitors. Progress is necessary to keep up at least, and to surpass at best.
As a CEO navigating the ever-changing world of technology, knowing when and how to rebrand your company is vital—not only to stay relevant, but to additionally meet your clients’ ever-changing needs, improve market trust and position your company for long term growth.
The decision of rebranding is not made overnight. It requires an honest evaluation of where your business stands, where it’s going and whether your present identity accurately reflects that direction.
React
- React and recognize when your present brand identity has turned into a constraint.
For some, this moment arrived when they realized their original name pigeonholed them into a single category that they had outgrown. Yes, they began with a focus on a specific ability, but their product has evolved to comprise other features. If staying attached to your initial identity hinders you from communicating the full scope of what you’ve become, it could be time to make a change; hence the rebranding.
In addition, customers’ expectations and needs are ever changing. If you can’t react fast, you are going to be left behind in favor of a company whose abilities have kept up with customers’ needs. This potentially includes visual design. For instance, their old logo was a conventional telephone, something many younger people might not even immediately recognize—which also minimizes what they do.
Refresh
- Refresh your brand by framing the evolution as growth, not course correction.
They positioned their rebrand as accepting growth and simplifying communication, not fixing fundamental issues. Going from their business name to an acronym was a natural change, as their customers were already utilizing the shortened version of their name in conversation, so they were realistically just making formal what had already been occurring naturally.
It’s vital to be wary of what is working and embracing that can help you widen the view of what you can achieve. Create a bigger catch all that enables your brand to expand its abilities without disregarding its core identity. Encourage business associated to view it as requesting, “What are our other options?” rather than “What’s the root cause and how can we resolve it?”
However, a refresh also requires taking an informed gamble. Are your SEO (search engine optimization) rankings going to suffer? Are you going to you a temporary decrease in leads? These are possible outcomes of rebranding, but when positioned appropriately, the long-term benefits can far outweigh the short-term hindrances.
Revitalize
- Revitalize your brand by positioning it with strategic focus.
Get back to basics and really focus on the issues you’re trying to resolve. Guarantee your rebrand is going to connect directly to where your company is heading. This goes beyond aesthetic changes to reflect key changes in focus and process.
Success in a rebrand comes down to transparency. Can you state in short what your company does in a brief conversation? Can you say with confidence, “We are so-and-so” without dodging or explaining away restrictions? The polished delivery that enables you to disclose your value clearly and broadly is the ultimate measure of whether your rebrand has reinvigorated your company’s position in the market.
The path from recognizing the requirement of rebranding, through mindfully overseeing that change, to appearing with a stronger tactical position requires courage and clear thinking. However, for CEOs eager to react to signals, refresh their positioning carefully and revitalize their brand in positioning with tactical objectives, rebranding goes further than just a marketing effort to an incentive for your next phase of progression.
Sign Design and Installation by Arizona Commercial Signs
Are you ready to talk signage with us? Schedule a free consultation with Arizona Commercial Signs by calling us directly at 480 921-9900 or fill out our contact form. We can’t wait to fabricate the signage your business requires!
