The process of redesigning and reformulating a brand's identity serves to modernize and reposition it in the market, aligning its values, mission, and vision, as well as better meeting customer expectations and standing out from competitors. "For a rebranding to be successful, it's necessary to study the scenario and develop a strategic plan for careful and successful implementation," advises Paula Faria, founding partner and CEO of Sua Hora Unha.
Several factors may drive the need for this renewal, such as: competition for brand use; expanding the target audience and incorporating a wider audience; increased recognition; expansion and growth; innovations, among others. "Knowing how to identify the right moment for this change is essential because it ensures the company remains competitive and aligned with the needs and expectations of the sector," comments Faria.
The businesswoman prepared a list of five tips to help you succeed in your transformation process. Check it out:
How is the market?
The first step is to conduct research and analyze the market. "You need to thoroughly understand what's happening in your field, what your competitors are doing, and the current perception of your brand. This way, you'll be well prepared for the next steps, so don't skip this step," reveals the partner.
Be objective
Establish a specific, measurable purpose for your rebranding. "Whether it's increasing visibility, reaching new audiences, or modernizing your company's image, set a goal to focus on achieving it," says Paula.
Your second chance
This change is for your network to grow and succeed. Especially for those who weren't getting good results before, so embrace the repositioning as a second opportunity to do things differently and fix what you were missing.
“It's important to make sure the new identity is consistent across all communication channels and materials,” says the CEO.
Patience
Don't just follow your plan haphazardly; be calm and execute it carefully. Immediacy and lack of organization can cause you to miss crucial steps. "Create a detailed plan for the rebranding launch, including timeline, budget, and specific steps," advises Faria.
Transparency
Maintain transparent communication with your employees, collaborators, and the public. "It's essential that your employees and customers understand the reasons for and benefits of the changes," he concludes.
