Why you rebrand

Brands experience different seasons, in some instances they're flourishing and other instances there's a dying process leading to renewal. When we're flourishing we believe our brands are thriving and there's no need to consider any alterations.

But...when we undergo the autumn or winter season of our growth, it's easy to consider a rebrand. Ask yourself if this is for your customers or if it's for your own conscience.

If the winter is an opportunity for further reflection, it is the perfect time to rethink and reframe how you show up for your business.

Here are 6 things to consider for your business rebrand:

Customer Segmentation

1) Which customer segments have you been serving that have resonated with your brand's value proposition?

What has the cost of acquisition been and will the rebrand address incremental growth for the same segment as well as increase brand resonance for additional customer segments. What is the emotional connection that your most loyal customers have with your brand and how can you reinforce that emotion throughout your communication framework? Besides environmental challenges such as economics and politics, what do you need to address to ensure that you keep existing customers coming back for more or what can you do to get them to refer a friend?

Value Proposition

2) What value are you offering to your customers?

Too often brands focus on the functions and features of their products or services and do not consider the "reasons" why they appeal to the market.

In the world of marketing we call that emotional benefits. For example: Do your customers need a mental break from the hustle and bustle of this insane go-go-go-go world and they need a place to breathe? How can you tell the story in a way that feel fresh and refreshed in line with your update and dare I say upgraded brand values? What's your secret source? Why would they choose you over another establishment? What special things can they do or feel or experience that they can't experience anywhere else? What bragging rights are you going your audience to make them want to tell other people about your brand?

Customer Relationships

3) Do you have transactional relationships? Are you building communities to increase conversations about you on a regular basis? Do you have continuous communication to engage your customers, not just considering your sales cycle. Giving tips and sharing some behind the scenes elements that drive emotional connections to your brand. Think of your revenue model and work build relationships with your customers to enable continuous commercial value. A win-win for you and your customers.

Brand Strategy

4) Position, Target, Segment and Communicate. Rebranding or activating a brand refresh is not just about changing your look and feel and brand assets. It's a journey of a thousand steps. A million little things that you can do to make your customers experience moments of delight.

What processes can you improve to deliver true differentiation from the market. How will customers be able to identify you and know your unique brand voice? Develop a brand identity that resonates with your audiences. Work with specialists who can help you craft a compelling visual and brand expression.

Brand Advocacy

5) The old adage is that employee experience is a key driver to customer experience. How are your driving brand advocacy through your employees? Are they compelled to tell what a spectacular environment you operate , how you actually live the brand values you profess? What a positive impact you're creating in their lives and that of the communities you operate from?

Too many employees are unhappy at work and it translates to a negative experience for customers. How can you delight your team and create a joy domino? If your commitment is to give your customers exceptional quality, you need to ensure that your people feel it too.

Tunnel Vision

6) This advice is a little counter intuitive, but it helps you manage your budget so costs don't escalate. Pace yourself, don't try to do everything all at once. Focus on primary requirements and then take daily steps to bring your vision to life.

The key word here is focus. Everyone has different advice and you can get so chaotic trying to chase trends and the next elixir. Have tunnel vision for what your customer segments need and align to your brand value. Measure continuously to focus on what works and adapt where necessary.

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Contact me Pearl on +27825616101 for a 30 minute free discussion to help you grow your brand

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