With all the changes happening in the world in 2020, it’s no mystery that many businesses are looking to change up their image.
Rebranding now may look different from how it was done in the past.
Eight thought leaders share their advice and tips for rebranding in 2020 below.
Clean Out Social Media
Wipe all of your social media accounts and website of old logos, posts and other company messaging. Be sure to upload all of your new content shortly after and follow that up with an honest message on your social media platforms about rebranding and why your business did it. Be sure to include a message about COVID-19 and helping your customers through difficult times. The common thread in rebranding is transparency and honesty about the process.
Go All Out
Rebranding in 2020 needs to be a full-force focus if you choose to do it. Studying your competitor’s brands are important, as you can get a feel as to how they are reacting to the target audience. the brand needs to be appealing to the potential and current customer and easily recognizable in the marketplace. Too many times companies rebrand and the new branding is vague or does not tell the story of what products/services the organization offers. Make sure the rebranding is done on every single communication medium that exists. You don’t want to be in a situation where your old branding is seen in the marketplace after your new branding is introduced.
Larry Drago, Independent Marketing Consultant
Focus on Quality
Going forward, brands will form deeper connections with customers by focusing on quality, authenticity, and thought leadership. The societal pendulum is swinging back towards “needs” vs. “wants,” so successful marketing campaigns will serve to align brands with this ethos. Prioritize quality by listening to the voice of the customer, curating products & services, and pricing for fair value. Demonstrate authenticity by communicating with full transparency, and backing up the messaging with action. Practice thought leadership by thinking about how your brand can evolve and improve into the future, instead of just maintaining the status quo.
Luke Grant, JLG Group
Find a Solid Purpose
I think 2020 is a year where we’re seeing a lot of companies consider their social capital and how they’re perceived in the wake of changing social climates. Rebranding may be the answer for some and my best advice would be to consider the real reason you’re rebranding before you develop your strategy. Making a surface level effort to appeal to the sensibilities of the public will quickly fall apart. You will have spent all of that money only to make your public image even worse. If you’re going to rebrand, have a good reason that transcends anything specific to 2020. Unless you’re already on the ropes, you need to approach this with care.
Dan Bailey, WikiLawn
If you want to rebrand in 2020, make sure that the process and the product stay consistent. Customers should never be able to tell in a product that your business has changed unless it is for positive reasons. Making sure that the quality of your product remains the same even if you change manufacturers or vendors is a sure way to keep your customer base steady despite the changes.
Ask How Rebranding Affects Your Equipment
Think about how rebranding impacts your equipment. For example, if a construction company decides to rebrand, will that mean that the logos and look of their equipment should follow suit? Rebranding isn’t just a new logo and a website redesign. A rebrand can impact every tangible and intangible area of a business.
Play a Role in Your Customers’ Lives
What will separate the good brands from the great brands is articulating what role they play in their customers’ lives, and how they are making it better both for the customer and their environment. This need goes beyond the typical marketing hygiene and strategy we’ve seen in the past. Customers are going to want to understand how a brand is helping the world around them and based on that, *why *they should support the brand with their dollars. Factors like how many BIPOC an organization employs and what organizations they support will be especially important for Millennials, who are amid a cultural reckoning and awakening.
Kimberly Solarz Gordon, Brand Strategist & Marketing Consultant
Test Before You Commit
Test multiple designs, color schemes, and messages before you commit to your rebrand. It has never been easier to create AB tests and companies that can invest a little in creating multiple versions of their site will not only save themselves time later on, but ensure the changes they want to make resonate with their users. Platforms like Google Optimize allow you to send web traffic to different pages and measure the results, if you can do this for just a few core pages (start with Home and Services) then you will have a much clearer picture of what will work.