No matter how well-formed your brand actually is, there will be a time when you need to reinvent it. Whether you are trying to reach another target demographic, or you might be trying to keep up with the modern sentiments, re-inventing your brand needs to be carefully considered. If you don’t think carefully about it, you might end up alienating your loyal customers who helped you build the brand at the beginning.
Here are some tips that can help a company when it comes time to re-invent the brand.
When a brand needs re-inventing, it is important to understand which customers grew an emotional connection to that brand and why they did. Influencing that insight will help you to refresh the creative brand marketing around a brand new product that can bring light to the brand.
When re-inventing a brand, you don’t need to start from the beginning. If you carry out research from your customers and gain data about what they think of your brand currently, what they think needs to go and why needs to stay. Use more of a fact-based approach which will help you to refresh the same old brand that your customers were connecting with so well.
It can be exciting when it comes time to re-invent. Some people fear it as it means an end to what they know and love. Your employees and customers need to be considered when you start your re-invention plan. Involve them from the start and carry them through the process. You need to ensure there is continuity and presence for the passionate base.
We are always on the path of reaching more demographics. You need to consider the re-invention sure, but you want to make sure that you are not alienating the current core consumers. For those who have established equity, the new branding strategies should then expand to a younger audience but without leaving the old-timers behind.
When you reinvent your brand, you need to make sure you test everything out first do your research and test everything with a small number of consumers. Getting constant feedback will ensure that you don’t accidentally alienate the core members. This can also help you to make the right decisions for the right reasons.
Brands sometimes need to reinvent themselves due to which their momentum is gone or they completely lose their way. This can happen when you have lost your ‘why’. Retrace your steps and remember why you started the business in the beginning and then the new direction can be inspired or help you to refill the tank with the motivation and passion for the brand.
Take a good hard look at your brand, get feedback, and understand why you need to reinvent your brand will help you to do everything right the second time around. Needing to reinvent your brand isn’t always a bad thing and can help you to create a better future for your brand. Ensure that you keep customers and employees in the loop on your decisions and what your ideas are.Tags: brand development, branding agency, branding strategies, creative brand marketing
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