How To Rebrand Without Shocking Your Audience: iNexxus Tells You How

Rebranding is a natural process in a business’ life cycle and, when done at the right time using the right methods, it can help it make a lasting impact on the market and create a stronger connection with the clientele. However, this benefit does not occur automatically and it needs to be tackled in an extremely careful and meticulous manner, so that the new image of the company stays relevant for its philosophy and clients. One of the biggest risks associated with rebranding is the one of shocking and confusing the audience, which is why businesses should always plan the process with a branding agency. iNexxus gives you a few tips and tricks on how to rebrand without shocking your audience.

How do you rebrand without confusing your clientele?

Rebranding a business means taking it to the next level, changing its identity to keep up with the market. However, this change of identity should never occur all of a sudden, without planning, because it can confuse clients. Therefore, you should hire a professional agency to discuss branding strategies and find out which one aligns to your goals. Establish the key reasons why you want to rebrand and the elements that no longer represent your company. Do not change a recognizable name, slogan or logo just for the sake of it, because it can be confusing, inauthentic, and you risk losing clients. Rebranding is a complex process that you need to commit to; analyze your market position, assess your strength and weaknesses and pick the right time to integrate the change. After you’ve settled on your new identity, you have to promote it. Involve all the departments and inform your customers about the change. For best results, at iNexxus we recommend a gradual transition, so that rebranding doesn’t come as a shock and alienate customers.

Re-branding examples than can inspire you

Some companies have mastered the art of rebranding, innovating and reinventing their identity without losing ground. These are the big, iconic names known to generations of clients:

  • In 2011, the company celebrated its 40 years of activity with a massive facelift. It started with a change in their logo, which portrayed the iconic Siren in a sleeker, more modern way, and continued with a website and store design upgrade.
  • Before Steve Jobs’ return in 1996, Apple was a declining company. Thanks to a brilliant rebranding strategy that focused on product innovation and user experience, Apple quickly skyrocketed and became one of the most successful IT companies. Their “Think Different” campaign still serves as a model in marketing studies.
  • Old Spice. This company may be old, but its 2010 branding strategy campaign was anything but. Thanks to the collaboration with Isaiah Mustafa and brilliant use of social media, Old Spice ads went viral and marked a fresh new start for the company.

What tools and channels to use for rebranding

Your main channel for rebranding should be the one on which you are the most predominant. However, you should not ignore all the others. To spread the news about your brand redesign, use both traditional and modern media: TV ads, social media, email newsletters, traditional mail, billboards and so on. You might also want to consider a SEO campaign to remain consistent in search engine rankings.