Shifting customer preferences, evolving technology, expanding services — these are just a few of the factors that compel businesses to rebrand. Whether rebranding simply involves minor tweaks in the company landing page design or major marketing overhauls, rebranding is inevitable – sometimes even required – in business.
Rebranding is a tricky venture. Many people prefer the stability of tested and proven brands. Changing elements from web design, tone of copy, to product labels and content can create doubts, backlash and even abandonment from your loyal customers.
Rebranding should expand your business, not reduce its reach. Thankfully, there are techniques on how to rebrand your business without losing your customers.
1. Establish your goal.
Before you go through the motions of rebranding, you must first have a definite answer to the question, “Why does my business need to rebrand?”
Are you looking to expand to a new market? Is your company making conscious changes to go green? Knowing the reason for your decision will help you establish clear goals. Only then can you effectively think of strategies and plans on how to go about the rebranding.
2. Let your customers know beforehand.
Imagine going to your local grocery store and being told you need to bring your own bag or pay extra for one. Instead of appreciating the shop’s efforts to be more environment-friendly, you’d be more irritated with the inconvenience of this unannounced change.
You owe it to your customers to let them know of your move to rebrand – especially if the change will have a huge impact on your service. Letting your customers know what your general plans are is also a great way to rally their support.
3. Launch with a story.
People are drawn to a good story. If you want your customers to support your new brand, tell them what prompted the move.
Work with a content writer VA (virtual assistant) to help put your vision and goals into words. Spin it into a blog post, share it in your social networks, or illustrate it with infographics. Sharing the reason and purpose for your rebranding in a story will support your decision and help your followers understand your cause.
4. Don’t drop the ball on your suppliers and business partners.
Are you partnering with other businesses? Perhaps you are outsourcing to other brands for marketing assistance or e-commerce support.
Make sure to properly inform your suppliers and business partners about the rebranding. Besides business courtesy, they may also give you valuable insights and draw deals that will support the upcoming change, thereby helping your customers ease into the process.
5. Choose a launch date – and commit to it.
You’ve built the excitement. You’ve created the buzz. When you’ve given people something to look forward to, keep things grounded by setting a date for the official launch.
Just as important is to stick to the launch date you have chosen. Failure to do so is not only unprofessional but also gives your company reputation of unreliability.
Evolving in business is inevitable, but losing customers in the process shouldn’t be. Rebrand your business and still keep winning customer support by following these techniques.
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