There comes a time in any brand’s story when it’s time for a change – time to kick things up a notch and remind everyone that you’re there and you’re special.
But breathing new life into an old brand is easier than said than done, especially if you’ve got a long-established company on your hands.
So, what’s the key to revitalizing your brand and re-launching it with success? Just follow these five steps:
1. Aim for real change.
Brand revitalization isn’t about doing the same old thing in a new way. It’s about re-inventing that old thing and bringing new value and meaning. It’s about evolution and realigning your values and mission with the changing trends of your industry – and audience. It requires rejecting the status quo, challenging your existing beliefs and stepping outside your comfort zone.
2. Get everyone on board.
Make people believe in your branding – both internally and externally. To do this, get others involved in your revitalization process. Bring in employees outside of your marketing department, and get people from all corners of the organization on board. Survey customers and members of your target audience about your efforts and get their input. Don’t do your rebranding in a vacuum!
3. Give your audience a reason to care.
You’re rebranding. So what? What’s in it for your audience? Why should they pay attention? More importantly, why shouldn’t the rebranding worry them? Many customers think there are problems afoot when you start touching an old brand. Put their minds at ease by building anticipation. Intrigue them and get them excited about the changes to come.
4. Be sweeping.
Revitalizing your brand takes more than just a logo update or a new slogan. It should affect everything you do across the organization – from the design and verbiage on your website to your sales and customer services processes. Align your internal resources to make sure your rebranding is comprehensive – and consistent.
5. Measure, test and measure some more.
Know your metrics and KPIs, and track how your rebranding impacts those. You might not hit the mark right off the bat – and that’s OK. Use data to make slight changes, re-calibrate and measure again, and eventually, you’ll land on something that hits home with your audience.
Want more help giving your old aerobrand new life? Haley Brand Aerospace can help. Get in touch with our branding experts today to get started.
