What are some tips for rebranding
5 tips for your rebranding
Your brand is your capital and maybe you have invested many years in building it up and making it known. Nevertheless, there may come a day when you are faced with the challenge of a rebranding and you have to rename everything that has previously been branded. This article is intended to give you five tips to ensure that your rebranding runs optimally and to give you courage, because it will certainly not be easy.
In April 2020, the 10-year-old Newsletter2Go brand was renamed 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 simply more economical to invest in just one common brand. The following tips are therefore based on the experience of this renaming and should help you to implement such a large project properly.
1. Preparation is half the battle
Yes, rebranding is a lot of work. Virtually all brand-related assets need to be recreated. And there are usually very many. From the website to stationery to the office door and the sign on the mailbox. The list is growing, so thorough preparation is the key to success. So first make a list of all, YES REALLY ALL, brand assets and with whom you would have to work with major changes. You will notice that this is not only up to the marketing team, but affects almost all areas of the company. If you have everything together, you can then prioritize and initially only concentrate on the most important assets. Often there is a specific deadline for the complete renaming, which is not infrequently the notary appointment for the name change, and you may not be able to really redesign all assets by that day. Often you will also come across brand assets that are actually no longer used. Take the chance and muck it up thoroughly. Only really leave things on your list that are definitely needed.
2. Communication is the other half
When Newsletter2Go was rebranded to Sendinblue, an extensive communication plan was created. First of all, target groups such as existing customers, partners, press or your own team were defined. Then each target group was assigned its own core message and the corresponding marketing channels. Renaming can create greater uncertainty, especially for existing customers, especially if the entire company name changes. Here it must be communicated particularly carefully what changes and what does not. And that the invoices now have a different sender can be mentioned several times.
3. Define goals and KPIs for a successful rebranding
When is your rebranding actually successful? What if the logo was changed everywhere? Before implementing it, think about precise goals and key figures against which you would like to measure the success of the renaming. Your previous key figures from brand management are a good starting point. Brand impressions on Google can be used here, for example.
A little softer, but still helpful, is a look 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 overtakes that for the old brand over the course of the months. However, this won't happen overnight, so be realistic about your goals. For example: The rebranding was a success when the brand impressions on Google are back to the value of the old brand after 18 months. Or link the rebranding to your existing customers: We speak of a success if we have less than 2 percent churn in connection with the renaming.
4. Prepare for a marathon
Your rebranding is very unlikely to be an “overnight success”. Your customers, partners and everyone else who got used to your brand over the years now have to adapt. Depending on the scope of the rebranding, this can be quicker or take a long time. A new logo, for example, is less cumbersome. For a full renaming, however, it's best to plan ahead for at least a year or more from Big Day X onwards.
In addition to communication with existing customers, you should try to burn off a real firework of campaigns on all channels. A solid media budget is your best friend here to push the new brand into the market. Events and social media activities support you in this. So make it clear to yourself and other stakeholders that a rebranding is not a sprint, but a marathon. You will have to repeat your message many times and that costs time and money. Usually, however, a good breath is rewarded and the people out there will soon get used to your new brand.
5. Don't panic once the numbers go down
If you are not incredibly lucky that one of your rebranding campaigns goes totally viral or you can pump seven-digit sums into high-reach channels, you will see red numbers for the first time. Your brand impressions will go down because the new brand is still unknown and rarely searched for. However, your share of voice can even go up when many people exchange information on rebranding in the social networks, because this is one of the more exciting company news. The click through rate of your Google Ads can also decrease, even for keywords that contain your product category rather than your brand name. People don't yet know your new brand and therefore trust your ads less. So be prepared mentally that your numbers won't look so rosy for now; but realize that this effect is not permanent.
If you want to know how Newsletter2Go communicated the rebranding in Sendinblue, this page might give you some inspiration for your own brand change:
This article is an advertisement. It was created in collaboration with Sendinblue. If you are also interested in a sponsored post with us, you can contact us here.
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