THE TOP MISTAKES marketers make when rebranding
Oct10

THE TOP MISTAKES marketers make when rebranding

Rebranding is not a simple process and we can’t even imagine what a disaster it can be for our brand. Smart marketers evolve their brands over time to keep them relevant. Some do it well, while others become a target of cynical bloggers. (As happened with new corporate identity of Mtel – one of the most powerful Bulgarian mobile operators.) The most important thing for the rebranding process is to understand that this will take money, time and energy and also each element of the process is part of the puzzle. If we can’t put all pieces of the puzzle together we have a serious problem with our brand identity and end consumers will see this.  1. WHY do we start with rebranding? Maybe first of all we have to answer question: why do we start with rebranding? Is it necessary or not? It could be because our visual identity is too old-fashioned, because the end consumers don’t like it, because we expand our business and we need to say more about our brand/company. If we have the answers we can set the right goals and this will be a good start for our rebranding campaign. Navigating without an action plan, without creative brief won’t be effective at all. 2. Thinking that the logo or the corporate colors are EVERYTHING. Many companies believe that with the new brand identity in the public area they make their best to show new values to the end consumers. Brands comprehend everything – from customer perception and experience, quality, customer care, retail and web environments, the tone and voice of communications, and more. Pepsi’s last logo did cost them $1 million to develop. Some experts said that this new logo is a real waste of time and money. Here we can see some of the most famous logos that cost nothing or less than 40$ and some that cost a fortune. 3. Have you done a marketing research before starting? People do know, that customer services are very important, but often that is neglected in the brand strategies. Current or potential customers are the important thing when creating solutions. After all, the customer will be your ultimate judge. 4. Limiting the influence of branding partners. A good branding consultant is much more than just a graphic designer. The best ones help developing new products, expand demographic focuses and even streamline business operations. Rein them in when needed, but don’t limit their areas of influence. 5. Believing REBRANDING costs too much. First of all define your budget. If you don’t have enough money, consider not doing it at all. Good thinking however doesn’t have to come with...

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