5 Tips for your Rebranding a brand can become a mammoth task, but it also holds immense potential despite some stumbling blocks.
Your rebranding is your capital, and perhaps you have invested many years in building its reputation and recognition. However, there may come a day when you are faced with the challenge of rebranding, and you have to rename everything that carries your brand name so far. This article aims to provide you with five tips to ensure your rebranding goes smoothly and to encourage you, as it certainly won’t be easy.
In April 2020, the brand Newsletter2Go, which had been in existence for 13 years, was renamed to Sendinblue. The reason was simple: In 2019, the French company Sendinblue acquired Newsletter2Go as the German market leader in email marketing. With similar products, it was more cost-effective to invest in a single shared brand. The following tips are based on the experience of this renaming and are intended to help you successfully implement such a large project.
1. Preparation is half the rebranding battle:
Yes, rebranding is a lot of work. Practically all assets associated with the brand need to be recreated, and usually, there are many of them. From the website to letterhead, office doors, and mailbox signs. The list goes on, so thorough preparation is the key to success. Start by creating a list of ALL, YES, REALLY ALL, brand assets and identify who you need to collaborate with for extensive changes. You’ll realize that it’s not just the marketing team involved but nearly all departments of the company. Once you have everything together, you can prioritize and focus on the most important assets first. Often, there’s a specific deadline for the complete renaming, which is often tied to the notary appointment for the company name change, and you may not be able to redesign all assets by that date. You’ll also come across brand assets that are no longer in use. Take this opportunity to declutter thoroughly. In your list, keep only the items that are definitely needed.
2.Communication is the other half of your rebranding:
During the rebranding from Newsletter2Go to Sendinblue, an extensive communication plan was developed. Initially, target groups such as existing customers, partners, the press, and your own team were defined. Then, each target group was assigned a specific core message and corresponding marketing channels. Renaming can create significant uncertainty, especially among existing customers, particularly when the entire company name changes. It is crucial to communicate carefully about what is changing and what is not. It’s also okay to mention multiple times that invoices will now have a different sender.
3.Define goals and KPIs for successful rebranding:
When is your rebranding actually successful? Is it when the logo has been replaced everywhere? Before implementation, determine specific goals and key performance indicators (KPIs) to measure the success of the renaming. A good starting point is your previous metrics from brand management. For example, brand impressions on Google can be considered.
Taking a slightly softer approach but still helpful is looking at Google Trends. Here, you can analyze the previous brand name and the new one and see the relative demand over time. Ideally, the demand for the new brand will surpass that of the old brand in the coming months. However, this won’t happen overnight, so set your goals realistically. For instance, consider the following: The rebranding will be deemed a success if brand impressions on Google reach the same value as the old brand after 18 months. Alternatively, tie the rebranding to your existing customers: We consider it a success if we have less than a 2 percent churn rate associated with the renaming.
4.Prepare for a Marathon:
Your rebranding is unlikely to be an “overnight success.” Your customers, partners, and everyone else who has become accustomed to your brand over the years will need to adjust. Depending on the extent of the rebranding, this process can be faster or take quite a while. Changing a logo, for example, is less cumbersome. However, with a complete renaming, it is recommended to plan at least one year or more in advance from the big day X.
In addition to communicating with existing customers, you should try to launch a full-blown campaign on all channels. A solid media budget is your best friend to push the new brand into the market. Events and social media activities will support you in this regard. Make it clear to yourself and other stakeholders that rebranding is not a sprint but a marathon. You will need to repeat your message frequently, which takes time and money. Generally, consistent effort pays off, and people out there will soon become accustomed to your new brand.
5.Don’t panic if the numbers initially decline:
Unless you have the incredible luck of one of your rebranding campaigns going viral or can invest seven-figure sums into high-reach channels, you will initially see negative numbers. Your brand impressions will decrease because the new brand is still unfamiliar and less searched for. However, your share of voice can actually increase initially if many people are discussing the rebranding on social networks, as such news is often exciting for the company. The click-through rate of your Google Ads may also decrease, even for keywords that include your product category rather than your brand name. People are not yet familiar with your new brand and, therefore, trust your advertisements less. So, mentally prepare yourself for the fact that your numbers may not look great at first, but remember that this effect is not permanent.
